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Win/Loss Case Study

• A global travel management company (“TMC”) partnered with Anova Consulting Group to conduct debriefs with its recently closed enterprise prospects. Throughout the first year of the win / loss program, lost prospects repeatedly cited the TMC’s pricing model as being confusing, lacking transparency, and challenging to calculate the total cost of ownership.
• In the first year of the Win / Loss program, Anova interviews discovered only 50% of Loss prospects were satisfied with TMC’s pricing model and only 63% of Loss prospects felt the TMC’s pricing model was clearly communicated.
• Based on the findings from the first year of the win / loss program, the TMC created an action plan for the following year and prioritized rolling out a new pricing model as part of the plan.
• “Anova’s value, for this effort, was in our ability to surgically define our problems (what exactly was “wrong” with our pricing), to gather a rich data set (probing interviews with qualitative and quantitative feedback), and to tell the story of how those problems were being address and how meaningful those improvements were to the outcomes of our deals.” – TMC’s VP of Pricing Strategy