Review win/loss analytics

Sales manager, RevOps

Forecast Essentials*

Win/loss analytics calculates a win rate for closed deals to let you analyze which actions contributed to a successful deal outcome. This allows you to consider your current and future deals and apply the same actions. Understanding your overall win rates lets your sales team prioritize messaging, and encourage sales enablement initiatives.

How does Gong use closed deals to create the win rate?

This formula is used:

1. Win rate = (won deals) / (won deals + lost deals).

   At least 100 qualifying closed deals are needed within the selected time range to present insights. The more deals available – the better the insights.

2. To increase the accuracy of the insights, some deals are automatically excluded from the analysis. These deals are excluded for all insights:

   • Where the creation date is missing or after the close date.

   • Where the data has not yet been processed by us (we run a weekly analysis on all deals).

   In addition, each insight may have specific criteria, which is why you may see inconsistent numbers of qualifying deals per insight.

How to view win/loss insights

Deals > Analytics > Win/Loss

1. Select which team, time period, and the relevant CRM filters.

   Tip:

   Filter the metrics. To get meaningful insights, leverage your CRM fields to filter for a business use case you’re interested in. For example, you might filter for new business or renewals.

   Not seeing the CRM field you need? Ask your tech admin to make sure the field is set to be imported in your CRM integration set up. After adding CRM fields, it can take up to 24 hours to display the metrics.

2. Click the different metrics tabs (see screenshot below for guidance) to drill into and explore each of the insights in these ways:

   

   1. Hover over the bars in your graph to view a breakdown of the win rate statistics.

   2. Click a bar and scroll down to see the top won and lost deals behind the numbers. We provide information on up to 20 deals for each. Hover over a deal and click VIEW DEAL to open the deal in the account page.

   3. Hover over See the math to view a breakdown of the deals that were analyzed. From here you can click DOWNLOAD CSV to see a full list of deals that match the board filters, including deals that did not qualify, and why.

Insights to measure deal success

Gong generates data across seven key insight areas, each of which is explained in detail below.

Number of contacts

Understand how the number of contacts on the deal influences your win rate. Is there a minimum number that you should aim for every deal?

Deals where there are no active prospects are excluded from this analysis.

Power in deal

Compare having powerful stakeholders on your deals to having no power on your deals. Find out who you need to engage in your deals to increase your win rate.

Power is where 75% of active participants in a deal have Director, VP, or C-level titles.

These are the titles we attribute to the 3 levels:

For example:

• 29% of won deals have NO active participants with director, VP, or C-level in their titles

• 43% of won deals have active participants with director in their title

• 55% of won deals have active participants with VP in their title

• 61% of won deals have active participants with C-level in their title

Note:

This insight is NOT affected by your settings for the No power warning.

Deals where we couldn't identify recognizable titles for 75% of the active prospects are excluded from this analysis.

Deal duration

Understand how the length of time it takes to close a deal affects your win rate.

Deals with no activity are excluded from this analysis.

Deal size

Get insights into how the size of the deal (based on the deal value at the time of close) influences your win rate.

Number of calls

View how the number of calls between you and your prospects throughout the deal cycle affected your win rate.

Deals where there are no calls at all are excluded from this analysis.

Competitor mentions

This insight is based on the competitors tracker, a pre-built keyword tracker created during setup to include the names of all your competitors. The graph for this insight uses three bars to compare the win rate for:

• Deals including the three most mentioned competitors

• Deals including all other competitor mentions

• Deals with no competitor mentions

Unlike other insights, a deal can appear in more than one graph bar if more than one competitor is mentioned. Our analysis shows all deals that matched the general criteria, comparing those where defined competitors were mentioned with those where they were not.

Note:

Anyone can edit this tracker, for example if a new competitor enters the field. For best results, we recommend the tracker is set to identify instances of competitor mentions in both calls and emails. It’s important that you don’t change the name of this tracker, and don’t create trackers with a similar name.

If this happens, the competitor mentions insight won’t be able to find the right tracker. You can use the tracker insight instead for a similar result.

Tracker

This insight measures how the mention of a specific tracker impacts the win rate. The analysis compares deals where the tracker was mentioned to those where they weren’t.

Note:

For keyword trackers with several words or phrases, each one is shown in a separate column e.g. competitor tracker. This can be customized in the tracker settings. If there's a specific meaning to the keywords - check the Separate phrases box under Deals, and it will keep track of the specific keyword mentioned. This only applies to keyword trackers, as smart trackers don't use phrases and will only show the two bars.

*The features available to you depend on your company’s plan and your assigned seats.