Report | The ROI of Win-Loss Analysis
Clozd's win-loss analysis program delivers significant ROI by helping customers increase win rates by 11%, boost average revenue by $3.7 million (an 8,500% ROI), make strategic sales improvements (71%), enhance buyer understanding (98%), accelerate sales rep ramp-up by 1.3 months, and identify that 10% of closed-lost deals are viable win-back opportunities, all contributing to improved sales performance and revenue growth even during economic downturns.
The ROI of Win-Loss Analysis
Direct buyer feedback is at the heart of everything we do at Clozd. When we wanted to evaluate our performance, we followed our own advice and reached out to our customers. Here are some of the specific ways Clozd win-loss interviews are helping them reach their key business objectives and increase their revenue.
Key Results
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11% Increase in Win Rate
- Customers attributed an 11% increase in win rate to running win-loss programs with Clozd, even during an economic downturn that disproportionately impacted tech companies.
- Building pipeline is tough right now, so it's more important than ever to take advantage of the opportunities already in front of you.
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$3.7M Average Revenue Increase
- Beyond improving win rates, Clozd surfaces other avenues for revenue growth: win-back opportunities, churn reduction, expansion opportunities, and more.
- On average, customers attribute a $3.7M increase in revenue to their partnership with Clozd, equating to an ROI of 8,500%.
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71% Made Strategic Sales Improvements
- Thanks to Clozd insights, 71% of users have made strategic improvements to their sales process, resulting in more revenue.
- There’s a 7 in 10 chance something in your sales process is keeping you from winning deals. Identifying and fixing these issues is crucial.
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98% Improved Buyer Understanding
- Customers report that their sales reps ramp nearly 1.3 months faster because of Clozd, allowing more resources to be dedicated to hitting quotas and improving employee experience.
- 98% of customers report a better understanding of their buyers, enabling tailored sales processes, marketing activities, and product roadmaps for optimal results.
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1 in 10 Closed-Lost Deals Are Win-Back Opportunities
- Clozd found that 10% of closed-lost deals represent legitimate win-back opportunities.
- Identifying these deals can make it easier to increase revenue by overcoming manageable obstacles like leadership changes or temporary budget freezes.
Five Revenue Drivers from Buyer Feedback
Clozd isn’t just a tool for sales. Clients use buyer feedback from win-loss interviews to make strategic changes throughout their business to drive more revenue. Here are five impactful ways they leverage this data:
- 71% made changes to the sales experience
- 40% made changes to their product offering
- 42% made changes to pricing & packaging
- 44% made changes to their marketing strategy
- 32% made changes to their customer retention strategy
Customer Testimonials
"Clozd has been invaluable in allowing us to understand why we’re winning and losing business. Much more than before, we understand how we’re perceived by our buyers and what we can be doing to make their customer journey as slick as possible."
— Account Director & Partner Insights Lead, Enterprise Software Company
"Despite a small retainer, we’ve made significant changes to our pitching strategy and approach."
— Product Marketing Specialist, Enterprise Software Company
"Clozd helped us revamp our pricing and packaging strategy to a model that’s more aligned with customer expectations. This, combined with the follow-up work, helped our win rate go up by approximately 25%."
— Product Marketing Manager, Small Business
"Greater visibility into why we win and lose has helped us tremendously. We also uncovered significant sales enablement opportunities to train reps better when it comes to explaining onboarding and ease of use."
— Senior Market Intelligence Manager, Software Company
"Clozd has helped us better educate stakeholders on why we win and why we lose—and then take action based on our customers’ feedback."
Related
Trella Health Uses Win-Loss Insights to Refine Product Strategy and Improve Sales Training
Trella Health initiated a three-month pilot win-loss analysis program with Clozd in mid-2024 to understand their low CRM product win rate, which led to expanded use across departments, improved sales coaching, validated strategic assumptions, increased cross-functional engagement, and fostered a customer-centric company culture.
Customer Story | Frontify
Frontify has partnered with Clozd for over three years to systematically capture and analyze direct customer feedback, enabling them to leverage win-loss insights that have informed their marketing positioning, sales processes, and content creation, resulting in new business opportunities, increased pipeline generation, improved customer retention, and a mature, cross-functional program with strong organizational engagement and scalable insight sharing.
The most valuable data source for revenue leaders
Andrew Peterson, co-CEO of Clozd, emphasizes that in the challenging 2023 sales environment marked by declining quota attainment, revenue leaders should shift focus from merely increasing pipeline to improving win rates through win-loss analysis, illustrated by his personal experience of uncovering true deal loss reasons via direct customer feedback, thereby enabling sales teams to hit quotas more confidently.
Clozd for Revenue Leaders: Real Buyer Insights for Revenue Growth
Clozd provides revenue leaders with authentic buyer feedback that enables them to increase win rates, recover lost revenue, and make smarter go-to-market decisions by uncovering key factors behind wins, losses, and hidden revenue opportunities, as demonstrated by companies like Gong, Nitrogen, and StackAdapt.
Marketing Leaders
Clozd helps marketing leaders improve win rates and pipeline health by providing honest buyer feedback that uncovers hidden pipeline sources, identifies deal friction, and replaces internal opinions with customer-driven evidence, as demonstrated by companies like StackAdapt and Zoovu who used Clozd to re-engage lost deals and significantly boost conversion rates.
How SmartBear Improved Sales Demos and Win Rates with Their Clozd Win-Loss Program
SmartBear, seeking deeper audience-centric insights beyond Salesforce data, partnered with Clozd for a win-loss analysis program led by Director of Product Marketing Jennifer Lowenthal, who valued Clozd’s consultative approach and technology platform, resulting in a swiftly launched pilot involving 30 buyer interviews across two products that improved sales demos and win rates while breaking down organizational silos.