Win loss and customer churn analysis image
Win / Loss Analysis Benefits

Improving sales performance metrics and increasing new business win rates are the ultimate objectives of Win / Loss Analysis.

We wrote the book on
Win / Loss Analysis

Prospects share the complete truth with salespeople about why they lose a deal only 40 percent of the time. Therefore, in 60 percent of new business situations, salespeople do not have a complete and accurate understanding of why they lost.

Learn About Win / Loss Analysis

Win Loss Book

In Anova’s experience, a company’s top salespeople are the biggest promoters of Win / Loss Analysis because they recognize it can help them “raise their game.”

Sales Effectiveness

Improve the effectiveness of your sales presentations by gathering insights into ways that your company can improve its meeting preparation, rapport building, needs analysis, delivery of its message, and ability to differentiate itself.


Gather brand awareness, reputation, and marketing effectiveness feedback to help your organization fine-tune product marketing and positioning strategies.

Product Development

Provide your organization with critical product development feedback. This information will highlight your offering’s strengths and gaps, and it can be used to fine-tune your organization’s product development, client service, pricing, and technology.

Competitive Intelligence

Benchmark and track your organization’s sales effectiveness and product / service offering against the competition to gain an improved understanding of how your organization stacks up.

Senior Management / Strategic Planning

Augment your organization’s strategic planning process by gathering real-time, quantifiable trending information directly from prospects and sharing this information company-wide.

Capture Win / Loss interview feedback as a training and coaching tool for sales personnel.