ROI Calculations for Implementing a Win Loss Program
Monthly CX/CI Intelligence Webinar Series:
Primary Research CX/CI Experts
www.market-awareness.com
ROI Calculations for Implementing a Win Loss Program
VoiceoftheBusinessAcademy.com
ROI Calculations for Implementing a Win Loss Program
• On-demand courses and roadmaps
• Accreditation and certification
• “How” in addition to “why”
• Templates to implement in your organization
• Created by professionals who have implemented in the real-world
• Organizations can select courses to create their own training programs
What We’ll Be Covering
1. 5 intelligence pillars every intelligence program needs
2. Making more informed decisions based on the intelligence
3. Calculating the viability of a win/loss intelligence program
4. Application of predictive analytics
5. Generating impact analysis reports
6. Calculating ROI regarding increased in win rate
7. Calculating ROI regarding in jeopardy customers
8. Calculating ROI regarding lost prospects that will re-engage
9. Calculating ROI regarding existing customers that qualify to be upsold
10. Other win/loss ROI areas
ROI Calculations for Implementing a Win Loss Program
Win/Loss Intelligence Program Foundation
• Internal and external information
Most organizations get biased information
Information is “not” intelligence
Measurable information can become intelligence
Academy Course:
“The 5 Pillars Every Intelligence Program Needs”
ROI Calculations for Implementing a Win Loss Program
Most Organizations Are Challenged Because
1. Only Care About How Much They Are Winning
2. Sending Out Surveys
3. Biased
ROI Calculations for Implementing a Win Loss Program
What Organizations Should Be Concerned About
1. Making more informed decisions
2. View their win-rate differently
“It’s great that you win 20% of your projects – but that also means you’re giving 80% away
to your competitors”
3. Including partners
ROI Calculations for Implementing a Win Loss Program
How Do I Calculate the Viability of a Win/Loss Program?
1. Based on Revenues
Fake company – assumption #1: $23mm in yearly revenues
Fake company – assumption #2: 20% win-rate
$115,000,000 $115mm (yearly revenues) x 20% (win-rate) = $23mm
$92,000,000 $115mm (yearly revenues) x 80% (loss-rate) = $92mm
ROI Calculations for Implementing a Win Loss Program
Return on Investment Calculations
1. Increase revenues (win-rate):
Was: 20% win-rate
Now: 30% win-rate (20% + 10%)
$115mm (yearly revenue) * 30% (new win-rate) = $34,500,000
Summary of Increasing the Win-Rate:
• $23mm (yearly revenue) with a 20% (win-rate)
• ($115mm x 20% win-rate = $23mm in revenues)
• Increased win-rate by 10% because of win/loss intelligence program
• ($115mm x 30% new win-rate = $34.5mm in revenues)
• $34.5mm - $23mm = $11.5mm
ROI Calculations for Implementing a Win Loss Program
Return on Investment Calculations
2. Upselling to Existing Customers:
19% of your existing customers can be upsold to
They are on average willing to spend 30% of the original purchase price
A win/loss program KPI’s would identify which existing customers
Summary of Upselling to Existing Customers:
• $23mm yearly revenue
• Average revenue for a normal project is $260k (which means at $23mm they have
roughly 88 total projects)
• 19% of existing customers can be upsold to = roughly 17 existing customers
• 30% upsell of the average $260k per project = $78k
• 17 existing customers upsold by $78k = roughly $1.3mm
ROI Calculations for Implementing a Win Loss Program
Return on Investment Calculations
3. Saving In-Jeopardy Existing Customers:
11% of your existing customers are in-jeopardy on leaving your organization
63% of normal project revenue to stay engaged
Summary of Saving In-Jeopardy Existing Customers:
• $23mm yearly revenue, $260k per project = 88 projects
• 88 projects multiplied by 11% = roughly 10 are in-jeopardy
• $260k per project multiplied by 63% = $163,800
• Saving the 10 in-jeopardy projects at $163,800 = roughly $1.6mm
ROI Calculations for Implementing a Win Loss Program
Return on Investment Calculations
4. Re-engaging Lost Prospects:
23% of lost prospects re-engage in some fashion
Summary of Re-engaging Lost Prospects:
• $92mm in lost business (20% win-rate and $23mm yearly revenues)
• Organizations only incorporate 20% of their lost prospects in the win/loss program =
$18.4mm
• Of the $18.4mm, 23% re-engage in some fashion = $4.2mm
ROI Calculations for Implementing a Win Loss Program
Return on Investment Calculations
5. Re-engaging Dormant Partners:
11% of existing partners are dormant
Summary of Re-engaging Dormant Partners: • 11 partner projects multiplied by 11% = roughly 1.2 projects • $260k per project multiplied by 1.2 projects = $312k
ROI Calculations for Implementing a Win Loss Program
Return on Investment Calculations
6. Increasing Customer Retention Rates:
8% of yearly revenues
Aware of customer issues and concerns immediately – versus never or yearly
Summary of Increasing Customer Retention Rates:
• $23mm in current revenue multiplied by 8% = $1.8
ROI Calculations for Implementing a Win Loss Program
Recap All ROI Calculations in the Webinar
$23mm (existing revenues) 20% (win-rate):
• +11.5mm (increase in win-rate)
• +1.3mm (upsell existing customers)
• +1.6mm (saving in-jeopardy existing customers)
• +4.2mm (re-engaging lost prospects)
• +312k (re-engaging dormant partners)
• +1.8mm (increasing existing customer retention)
ROI Calculations for Implementing a Win Loss Program
Course Conclusion
Most organizations know there are benefits – but have no idea where to start
Organizations need to ensure they adhere to the 5 intelligence pillars
Academy has dozens of course to help you build your whole program
Intelligence programs can be complicated, but don’t have to be
Can offer various competitive advantages
Use the spreadsheet formulas to drive estimates for your organization
Increase win-rates
Identify which customers to upsell to
Re-engage lost prospects
Re-engage dormant partners
Save existing customers that are in-jeopardy of leaving your organization
Fix strategic and tactical areas to increase customer retention
ROI Calculations for Implementing a Win Loss Program
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ROI Calculations for Implementing a Win Loss Program
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ROI Calculations for Implementing a Win Loss Program