Do You Analyze Win-Loss?

A post on the Strategic Librarians LinkedIn Group led me to the Cooperative Intelligence blog where Ellen Naylor (CEO of The Business Intelligence Source, Inc.) posted about templates for win loss analysis.

As more and more legal work filters to law firms through procurement groups, RFPs, and RFIs, I wonder about the use of sales methods in law firms. As a librarian, I worked with legal information suppliers selling information to my organization. I also sold the services of the library department to my internal clients. In my new role of process improvement, I will likely use techniques that are traditionally in the ‘sales’ toolbox to build engagement and adoption of new processes. Analyzing win-loss is something that can be adopted within the law firm environment in a variety of ways.

In Ellen’s post, she breaks down win-loss analysis questions into four buckets that will resonate with Slawyers:

  • Relationship health
  • Company reputation
  • Service attributes
  • Servicing issues

These points of win-loss analysis mean that you have to talk to the clients who hire you and those who don’t.

Win-loss analysis for law firm librarians? You might say, “C’mon Mireau, law firm librarians don’t have to do sales.” My answer to that would be, “Uh, ya. You most certainly do.” Law firm librarians offer services in their organizations; it is usually voluntary for lawyers and others to accept those offerings; therefore law firm librarians have to sell those services.

Think about research training and the last lateral partner who said they don’t do research and thanks anyway to the training offer from the library team. Now consider the practice group leader for that new lateral inviting a librarian to give a quick demo at a group meeting. Both of those scenarios relate to sales.

Back to training: Think what you could learn from a win-loss analysis of a lawyer attending research training and also not attending? What about your other services?


  1. Vinay D Cardwell

    Ellen Naylor has a phenomenal blog that are full of insights. Every organization has to sell something otherwise how is revenue generated? If you don’t have revenue then how are operations able to maintain an organization to function.

    Knowing why you Win or Lose is probably something that needs to be researched and looked at because people tend to be irrational in their decisions on why they may select a vendor.

    Getting feedback is the key to figuring out what corrections need to be made. At the end of the day it doesn’t matter if you think your service is great, it only matters what your customer thinks.

    Thanks for sharing!