Our win rate dropped this quarter. How do I work out why rather than just guessing?
Cut it four ways before you form a theory: by lead source, by segment or deal size, by rep, and by competitor present or not. One of those cuts almost always explains most of the drop, and the answer changes what you do completely. A drop concentrated in one source is a lead quality problem, in one segment is a positioning or pricing problem, in one or two reps is a coaching problem, and across the board with more competitors named is a market problem. Gong's call data adds a useful nuance here: deals where a competitor comes up early actually close at a higher rate, while competitors appearing late correlate with lower win rates and smaller deals, which usually means the rep discounted to survive a fight they did not see coming.
Go deeper
4 resources, 4 link-checked.
📄 Article
✓ Link checkedFreeIntermediate
Call transcript data showing that competitors surfacing early raise your win odds while competitors surfacing late lower them. A precise, testable explanation for a win rate drop.
For each metric it names the underlying behaviours you can actually coach, which is what turns a dashboard into a management action rather than a monthly lament.
Top B2B reps talk about 43 percent of a call, while most reps talk 65 to 75 percent.
Deals without the decision maker involved are 80 percent less likely to close; for enterprise deals over 90 days and 100k, 233 percent less likely.
Win rates run 10 percent higher when pricing comes up on the first call, and top reps raise it in the 38 to 46 minute window.
Closed-won deals average about 8.21 emails a week against 1.87 for closed-lost, and ROI language in cold email cut success 15 percent across 132,552 emails.
The clearest single document on what a revenue data model should look like end to end, from lead through renewal and expansion. It is the vocabulary most modern RevOps teams have quietly standardised on.
The answer tells you to cut the number four ways before forming a theory. This is a team that does win loss analysis for a living showing how they slice it and, more useful, how they ask buyers why they really said no.
