The Client – The head of sales at a small CRO approached ISR with the question of “Why do potential clients decline our proposals?” This CRO was attempting to offer a new service and was struggling to win customers for that service. The CRO had reached out to these potential clients, asking for input on how to improve their proposals. However, the input they received from those potential clients was lacking—consisting of surface-level observations and incomplete reasonings that the CRO could not really use to improve their service offerings. Trying to implement those suggestions did not do much to improve the CRO’s proposal win rate of 10%. The CRO needed a third-party to come in and get the unvarnished and nuanced truth from those lost clients to generate usable feedback that would improve their proposal win rate—a Win-Loss Study.