Custom Research Case Study
A market research project reaching out to decision-makers from former prospective clients, asking why they made their choices.
Increased proposal win rate.
After working with ISR to develop and implement the findings from this survey, the CRO observed an increased proposal win rate from 15%-30% over the 6 months that followed. To say that doubling the CRO’s win rate more than covered the cost of the research would be an understatement. The head of sales who contacted us to begin this project shared an internal anecdote regarding executive management’s response to the study. According to her, their CEO was doubtful of the usefulness of this kind of market research. After all, they had over 50 years of combined CRO management experience in their executive team. But that experience does not make prospective clients any more willing to share their direct opinions on your service offerings, regardless of how good your business relationship is. If your organization wants to increase its proposal win rate, contact us today to develop a custom win-loss study tailored to your needs.
While this specific study was done as a one-off analysis, ISR has plenty of experience with high proposal volume customers looking for an ongoing study program to find trends in their proposal win rate. In these studies, we use initial telephone interviews to generate a quantitative questionnaire to scale up data collection for hundreds of proposal contacts. These customers use the trends identified in these ongoing programs to continually tweak their processes as the data come in. Whether your organization’s proposal volume is already large or currently growing, ISR has the tools you need to increase your win rate.