How Toronto Industry Leaders use Win-Loss Analysis to Boost Sales Strategy and Drive Growth

Every company wants to increase sales and grow its market share, but few take advantage of one of the most powerful tools for achieving these goals: win-loss analysis. By understanding the factors that drive sales success and identifying blindspots that may be hindering sales volume and pipeline velocity, businesses can use win-loss research to find and fix these issues and gain a competitive edge.

Even industry leaders like Grant Thornton, Softchoice, and Google recognize the value of win-loss analysis, making it a critical component of their market intelligence strategy. In fact, win-loss analysis is the single best way to gain valuable insights that can inform sales strategy and improve performance.

In this workshop, we’ll explore the key concepts and best practices for conducting win-loss analysis. You’ll learn how to design and execute a study, analyze the data, and use the findings to inform your sales strategy and improve your overall performance.

We’ll also discuss common challenges and pitfalls to avoid, drawing on real-world examples of how organizations have used win-loss analysis to drive growth and increase market share. By the end of this workshop, you’ll come away with a clear understanding of how to leverage win-loss analysis to gain a competitive edge in your industry.

Don’t miss this opportunity to enhance your sales strategy and drive growth for your business. Register now to attend our win-loss analysis workshop and unlock the full potential of this often overlooked source of market intelligence.

Register Today

Register now to attend our win-loss analysis workshop and unlock the full potential of this often overlooked source of market intelligence.

May 2, 2023

2:00 PM Eastern Time
(US and Canada)


Allison Macdonald

Allison Macdonald

Partner and Research Lead at Thirdside

Allison Macdonald is a partner at Thirdside, and the lead researcher on strategic accounts for win-loss analysis, customer journey mapping, and churn analysis. 

Formerly, part of an elite sales team at Bristol-Myers Squibb, launching the most strategic pharmaceuticals, she most recently has worked with technology and service companies across the country, interviewing decision makers from client customers such as the NBA, nationally recognized medical organizations, and investment management.  

Allison's expertise in win-loss analysis has been invaluable to many organizations, uncovering blindspots for clients and showing how they can improve sales performance. Her research has helped organizations to develop better strategies and tactics, refine their messaging, and identify new opportunities.

Addison Parker

Addison Parker

Researcher Manager and Data Analysts at Thirdside

Addison Parker is a dedicated win-loss analyst who is passionate about using the latest techniques in qualitative and quantitative research combined with AI to uncover critical issues and opportunities in customer interview data. With over 8 years of experience in the field, Addison has helped organizations across various industries gain a better understanding of why they are winning or losing deals.

Addison’s expertise in using AI-powered analytics tools has helped quickly identify patterns and trends in customer feedback, enabling clients to make more informed decisions and take proactive steps to improve their sales processes in the context of the actual buyer’s journey.