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B2B Win Loss Analysis Consultants


B2B Win Loss Analysis Consultants

Bill Storey of VOC Research specializes in helping B2B companies like Liberty Mutual, Cushman Wakefield and Verafin win more business and retain more customers.


He does this by conducting interviews and analysis in four key areas of competitive research that, when expertly addressed, result in profound results and return on investment for his B2B clients. 

One of the most important services is Win Loss Analysis and Interviews.

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Competitive Intelligence Firm for Churn Analysis


  • Explores the success or failure behind B2B deals.




Scroll down the page or click on the links below to learn more about B2B win loss analysis and why it's important for the long-term success of your company.

What is Win Loss Analysis?

Win-loss interviews and analysis are systematic processes that B2B (business-to-business) companies use to gather feedback and insights from customers or prospects who either chose to do business with them (wins) or decided not to (losses). The purpose is to understand the factors that influenced the decision-making process and to identify areas for improvement. 

What is Win Loss Analysis
B2B Win Loss Analysis

B2B Win Loss Analysis:
The Objective

Win-loss analysis is designed to understand why customers choose a particular product or service (wins) or decide against it (losses). It aims to uncover the factors influencing the customer's decision-making process.

B2B Win Loss Analysis:

The Scope

Win-loss analysis involves studying both successful and unsuccessful sales or acquisition efforts. It explores the reasons behind a customer's decision to choose a product or service (win) or opt for a competitor (loss).

B2B Win Loss Analysis:
Key Questions

  • Why did customers choose your product/service?

  • What factors influenced their decision?

  • Why do your competitors win instead of you?

B2B Win/Loss Analysis

The Importance of Win Loss Analysis

& Hiring the Right Consultant

Win Loss Analysis is crucial for the long-term success of your B2B company as it provides invaluable data on why deals succeed or fail, offering you profound understanding for strategic improvements, competitive adaptation, and enhanced client relationships.

Obtaining objective and dependable results in Win Loss Analysis can be challenging due to complex decision-making, varied client motivations, and potential biases. 

This is why hiring an expert like Bill Storey of VOC Research with impartial bias and years of experience is vital for achieving optimal results from B2B Win Loss Interviews and research. Bill provides unbiased Win Loss Analysis, objectivity in interpreting results, and a nuanced understanding of complex B2B relationships. His expertise guides businesses in adapting strategies, addressing weaknesses, and fostering positive client relationships, ultimately influencing future successes and bolstering your company's competitive edge in the market.

Expertly executed Win Loss analysis will help your company:

Why Win Loss Analysis

Gain Insights into Customer Decision Making

By conducting win-loss interviews and analysis, your company can gain valuable insights into the factors that influenced customers' decisions. This information can include product features, pricing, competitor strengths and weaknesses, sales team effectiveness, and overall customer experience.

Improve Overall Strategy & Performance

Understanding why deals were won or lost allows B2B companies like yours to make strategic improvements to their products, services, and sales processes. This helps you stay competitive and better meet the needs of your target audience.

Increase Sales Team Performance

Win-loss analysis can shed light on the performance of the sales team to help identify areas where the team excels and areas that may require additional training or support. This ensures that the sales team is equipped with the knowledge and skills needed to proactively address customer concerns and objections effectively.

Receive Unbiased Customer Feedback

​Win Loss interviews provide an opportunity to gather direct feedback from customers or prospects. This feedback can be used to enhance products or services, refine marketing strategies, and improve overall customer satisfaction.

Make Data-Driven Decisions

The insights gathered from win-loss interviews provide data that can be used for informed decision-making. Your company can use this information to make adjustments to your sales and marketing strategies based on real-world customer experiences.

Improve Competitor Intelligence

B2B companies can gain insights into their competitors through win loss analysis. Understanding why prospects chose a competitor's offering over yours provides valuable intelligence that can be used to adjust strategies and positioning.


B2B Win-Loss Analysis

In the realm of B2B transactions, customer insight is crucial to the success of your business. Win Loss Analysis is a powerful tool that unlocks the secrets behind deal outcomes, providing you with the knowledge needed for strategic refinement and growth.

While internal teams play a vital role, the importance of hiring a seasoned, unbiased, and experienced external business professional like Bill Storey of VOC Research cannot be overstated. His expertise, objectivity, and strategic acumen elevate the Win Loss Analysis process, ensuring that the insights derived are not only comprehensive but also actionable, propelling your company towards enduring success in its competitive landscapes.  

Read testimonials from our satisfied B2B customers here.

Win Loss Analysis Conclusion
Voice of Customer Research Logo


B2B Competitive Intelligence Firms

While many B2B businesses recognize the need for voice of customer research, they overlook the advantage of using an impartial consultant with a proven track record over their own internal teams or CRM system.

We Offer Our Clients

No Internal Bias


Years of Experience

Proven Track Record

Value & Return on Investment

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