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The Complete Guide to Business Analytics (Collection) by Thomas H. Davenport

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14. Win/Loss Analysis

Description and Purpose

Win/loss analysis (WLA) is a cost-effective, insightful, and ethical method for gathering and analyzing information about your market, customers, and competitors. WLA analysis identifies your customer’s perceptions of specific sales situations and how you compare to your competitors. It provides a window into and an early warning about why a customer is buying or not buying your products and/or services. Additionally, the analysis provides information about the performance of both your organization and your competitors. The insight from this analysis can then be actively used to focus sales staff more effectively in the marketplace and also to inform research and development of products.

WLA is a ...

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