In the early 2000s, Win / Loss Analysis was not as well-known and widespread as it is today. In Anova’s early years, much time was spent advocating to sales executives about why their company might want to consider conducting Win / Loss Research. The founding members of the company began relationships with a few great “Blue-Chip” clients, all of which understood the power of capturing the voice of the prospect, and all of which remain clients today.
The conversation has changed over the years, as adoption of Win / Loss Research has grown and it has been recommended as a best practice by a number of leading sales, marketing, and competitive intelligence organizations.
In 2011, Anova wrote the first book about Win / Loss Analysis published by McGraw Hill. At that time, only about 20% of companies had formal Win / Loss Analysis practices. Today, we estimate that percentage closer to 50%.
Even now, Anova continues to educate business leaders about Win / Loss Analysis best practices through both our work and our free webinar educational and thought leadership series.
As Anova’s client base and interview volume grew, Anova developed a custom application to efficiently manage and interpret Win / Loss data. In 2015, Anova launched myView, a technology dashboard platform that delivers real-time, dynamic analytics to clients’ fingertips.
At present, Anova has assembled a world-class team and service model which fuel the engine that helps our clients learn, grow, and succeed.
Importantly, Anova is not just a provider of Win / Loss and client experience research. We do the work for ourselves on ourselves. Our research is a “must-have” for our team that we use day in and day out to focus our practices internally to continue to meet market demands, deliver research that empowers our clients to improve, and train our own team to be the very best we can be. Win / Loss Analysis is not just something we sell and service – it is something we actually do.