The Sales Consultant Podcast The Win-Loss Maturity Curve and Buyer-Centric Win-Loss Data with Andrew Peterson - The Sales Consultant Podcast

Episode 41

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Published on:

18th Aug 2023

The Win-Loss Maturity Curve and Buyer-Centric Win-Loss Data with Andrew Peterson #041

In this interview, Andrew Peterson, the founder of Clozd, shares his journey and the inspiration behind creating the company. The discussion delves into the significance of Win Rate and how even a slight improvement can have a substantial impact. The definition of "Win Rate" is explored, along with best practices for collecting the necessary data to calculate it and ways to segment Win Rate data.

The conversation also covers the question of who should take ownership of Win Rate as a Key Performance Indicator (KPI) within a business. It's highlighted that customers hold the true insights in win-loss analysis, as opposed to salespeople. An illustrative example is provided where a company employed Clozd's services and gained insights that led to a 30% increase in their fees.

The concept of the 'win-loss maturity curve' is introduced, discussing how companies progress from conducting their own win-loss analysis to eventually engaging third-party services. The interview further touches on the reporting integration between CRMs and the Clozd platform, as well as key functionalities offered.

The conversation shifts to how the platform validates lead/source attribution and incorporates AI capabilities both now and in the future. The ideal customer for Clozd and their pricing structure are also discussed towards the end of the interview.


#salesconsultantpodcast #winrate #winlossanalysis #growth #b2b #winloss


Time Stamps:

[:20] We start out by unpacking Andrew’s journey and what led to starting Clozd.

[2:30] Why Win Rate is so important and how a small improvement can make a big difference.

[5:00] How “Win Rate” is truly defined.

[8:00] Best practices for tracking the data necessary to calculate Win Rate and ideas how to parse out Win Rate based on other segments.

[11:30] Who within the business should own Win Rate as a KPI.

[18:00] Why customers are the source of truth in win-loss analysis, not salespeople.

[24:41 An example of a company who deployed Clozd and the insights they were able to get to raise their fees by 30%.

[27:00] The ‘win-loss maturity curve’ and how companies move from doing win-loss analysis with buyer feedback themselves to hiring a 3rd party.

[31:30] How reporting is handled between your CRM and the Clozd platform along with an overview on other key functionalities that they include.

[34:10] We discuss how lead/dead source attribution is validated through this approach as well.

[37:45] Where AI comes into their platform now and in the future.

[41:00] The ideal customer for Clozd and how they charge for the platform.


Connect with Andrew:

Clozd website - https://www.clozd.com

Andrew’s LinkedIn Profile - https://www.linkedin.com/in/andrewatclozd/


Connect with Derrick:

These interviews are also available on Derrick’s YouTube page - https://www.youtube.com/channel/UCFfMnGtGWVrzO3BorCimojw


Derrick’s LinkedIn - https://www.linkedin.com/in/derrickis3linksales/

Derrick’s Instagram - https://www.instagram.com/derrickis3linksales/

Derrick’s Twitter - https://twitter.com/derrickis3link


Connect with The Show:

The Sales Consultant Podcast Home Page - https://3linksales.com/the-sales-consultant-podcast/

The Sales Consultant LinkedIn Page - https://www.linkedin.com/company/the-sales-consultant-podcast

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About the Podcast

The Sales Consultant Podcast
Researching solutions to the toughest problems facing B2B revenue teams
Welcome to The Sales Consultant Podcast, where each week we bring you critical insights from some of the best in the game.

Our interview-based format features weekly 40-minute episodes dropping every Friday, with a primary focus on helping you get better at revenue generation.

We pick the brains of industry experts to find solutions to the toughest problems facing revenue teams, exploring every nook and cranny for the goodies. We're not afraid to tackle any area of sales, and we're always looking to learn from the best.

An important part of the show is when we get to unpack different people’s journeys into sales consulting and training, and discover how they've overcome challenges along the way.

With each episode, we research our guests, prep for the interview, and continue to learn from them, before, during, and after the recording.

Join us on The Sales Consultant Podcast and let's level up together.

About your host

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Derrick Williams

Derrick Williams is the Founder and Principal of 3Link Consulting where he has helped companies to implement, expand, and/or improve their Sales Development practice for 7 years. He has numerous sales technology certifications and uses his expertise to map his client's unique business requirements to their sales tech stack enabling processes that are truly data-driven. Derrick specializes in improving sales productivity, lead conversion at scale, implementing high-velocity sales processes, and recruiting high-caliber sales talent.

Derrick's Current Certifications include:
- Salesforce Certified Sales Cloud Consultant
- Salesforce Certified Administrator
- SalesLoft Certified Administrator
- AWS Certified Cloud Practitioner

Derrick comes highly recommended by his clients which is evident from the array of written recommendations on his LinkedIn profile.