Nobody won that deal

Losing to a competitor and losing to nothing at all look identical in the pipeline report, and they call for opposite responses.

By Steve 5 min read
Abstract bridge artwork for Nobody won that deal

Most pipeline reviews are organised around rivals. Who did we lose to, on what, and by how much. It is a comfortable conversation because it has a villain and a scoreboard. But in a great many B2B pipelines, the single largest destination for qualified opportunities is not a competitor at all. It is nothing. The buyer keeps the spreadsheet, keeps the incumbent, keeps doing it by hand, and quietly stops replying. These two outcomes look the same on a dashboard (closed, not won), and they are almost never the same…

Keep reading for free

Create an account to read the rest.

The whole library is free. No card, no subscription, no trial that quietly ends. An account simply lets us know who we are writing for, and opens every article from here on.

  • Every article, in full, at no cost
  • New articles published every weekday
  • Takes about twenty seconds
Create a free account I already have one

Free means free. We will not charge you for the library, and you can read as much of it as you like.

Important: General information only. Rialto Bridge articles describe patterns and considerations that may apply to a business; they are not financial, legal, tax or accounting advice, and they take no account of your particular circumstances. Consider your own situation and seek advice from a qualified professional before acting.

More on Market analysis

Scroll to Top