Research method
Win-loss Analysis (CRM Analysis)
Analysis of data housed within existing CRM (Customer Relationship Management) tool / database, e.g. Salesforce, Pipedrive, etc. to understand customers and potential customers challenges, pain points, blockers, decision making process, etc. on a large scale and identify nuances between different customer types.
When to reach for it
Lack insight into ICPs specific motivations, pain points, FUDs.
Struggling to convert leads into paid customers.
Messaging and content is informed by internal assumptions, opinions, etc. rather than data and insight.
Have difficulty effectively communicating the value proposition, what problems you solve for businesses, etc.
Need to build ICPs and personas from scratch to help inform wider marketing efforts.
Strengths and limits
Pros
No need to conduct new research / collect data & insights.
Gather insights from real users who have a genuine need for your product or service.
Understand the key questions and barriers holding users back from converting.
Cons
Can be difficult to conduct effectively if CRM data is not well organised, record is not kept of sales conversations, reasons for not converting, etc.
May be subject to some bias if based solely on notes from sales team within CRM.
Practical considerations
Sample Size
In this case sample size will depend on the amount of data you have, which will relate to the number of leads, prospects, customers, etc. It will also depend on the depth of the data. If you only have top level data, then aim for more (200-300), whereas if you have detailed, more qualitative data, then you could aim lower 50-100 responses. Also consider the different segments within your sample if you're including convertors and those who did not convert, you need an appropriate sample size for both / all segments.
Common tools
Go deeper
Recipes that use this method
A method earns its value when its signal corroborates others. Here is where this one does its work.
Last updated
.svg)
