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Win Rate Analytics & Business Intelligence

Document Type: Procedure
Version: 1.0
Last Updated: February 2026
Distribute To: Executives, Estimators, Business Development

Purpose​

Establish procedures for tracking, analyzing, and improving bid win rates using data-driven insights.

Why Win Rate Analytics Matter​

Without Analytics:​

  • Don't know true win rate
  • Can't identify patterns
  • Repeat same mistakes
  • Miss improvement opportunities
  • Pricing decisions based on gut

With Analytics:​

  • Know exactly where you win/lose
  • Identify profitable segments
  • Learn from losses
  • Continuous improvement
  • Data-driven pricing

Key Metrics​

Primary Win Rate Metrics:​

MetricFormulaBenchmark
Overall Win RateWon ÷ Submitted20-35%
Hit RateWon ÷ All Opportunities10-20%
Value Win RateWon Value ÷ Submitted ValueTrack trend
Pursuit CostEst. Cost ÷ Bids Submitted$2-5K avg
Cost per WinTotal Pursuit Cost ÷ WinsTrack trend

Secondary Metrics:​

MetricPurpose
Win rate by client typeWhere do we win?
Win rate by project typeWhat do we win?
Win rate by project sizeWhat size wins?
Win rate by estimatorWho wins?
Win rate by regionWhere do we win?
Win rate by competitorWho do we beat?

Win Rate Tracking​

Track for Every Bid:​

FieldOptions
Project name-
ClientName, type (new/repeat)
Project typeOffice, retail, healthcare, etc.
SizeEstimated value
Bid date-
Our bidAmount
ResultWon, lost, no bid
Winner (if lost)Competitor name
Winning priceIf known
ReasonWhy won/lost

CRM.Construction Integration:​

  • Automatic tracking
  • Win/loss recording
  • Analytics dashboard
  • Trend reporting

Win Rate Dashboard​

================================================================
            WIN RATE DASHBOARD
================================================================

Period: ____________ to ____________

================================================================

OVERALL METRICS:

Total Opportunities:      _______
Qualified/Pursued:        _______
Bids Submitted:           _______
Bids Won:                 _______
Win Rate:                 _______%

Total Value Pursued:      $_____________
Total Value Won:          $_____________
Value Win Rate:           _______%

================================================================

WIN RATE BY SEGMENT:

Project Type:
| Type | Submitted | Won | Win Rate |
|------|-----------|-----|----------|
| Office | | | |
| Retail | | | |
| Healthcare | | | |
| Industrial | | | |
| Education | | | |

Client Type:
| Type | Submitted | Won | Win Rate |
|------|-----------|-----|----------|
| Repeat clients | | | |
| New clients | | | |
| Referrals | | | |
| Cold/RFP | | | |

Project Size:
| Range | Submitted | Won | Win Rate |
|-------|-----------|-----|----------|
| under $500K | | | |
| $500K-$2M | | | |
| $2M-$10M | | | |
| over $10M | | | |

================================================================

TREND (Last 4 Quarters):

| Quarter | Submitted | Won | Rate | Value Won |
|---------|-----------|-----|------|-----------|
| Q1 | | | | |
| Q2 | | | | |
| Q3 | | | | |
| Q4 | | | | |

================================================================

Win/Loss Analysis​

After Every Bid:​

Record:

  • Result (won/lost/no decision)
  • If won: winning factors
  • If lost: losing factors, winner, winning price

Win Factors to Track:​

FactorWhat It Tells You
PriceCompetitiveness
RelationshipValue of BD investment
ExperienceImportance of relevant work
TeamKey personnel impact
ProposalPresentation quality
ScheduleAbility to meet needs
ReferencesReputation value

Loss Factor Categories:​

CategoryExamples
PriceToo high, too low (concerned), beat by X%
QualificationsLacked experience, team not right
RelationshipIncumbent won, new client didn't trust
ProposalMissing elements, poor presentation
TimingSchedule didn't work
OtherPolitical, budget changes, project cancelled

Competitive Intelligence​

Track Competitors:​

Data PointUse
Who wonCompetitive landscape
Winning pricePricing calibration
Win patternsTheir sweet spots
Loss patternsTheir weaknesses

Competitor Win Rate Against Us:​

CompetitorWe WinThey WinOur Win Rate
Competitor A
Competitor B
Competitor C

Pricing Analysis​

Bid Spread Analysis:​

Track where your bids fall:

  • How often low bidder?
  • How often in top 3?
  • Average spread from winner?
  • Pattern by project type?

Pricing Calibration:​

When consistently high:
- Check estimating assumptions
- Review labor rates
- Verify material pricing
- Consider markup reduction

When consistently low:
- Review for scope coverage
- Check quantity takeoffs
- May be leaving money on table
- Consider markup increase

Improving Win Rate​

Focus on High-Win Segments:​

If you win 40% of healthcare but 15% of retail:

  • Pursue more healthcare
  • Be more selective on retail
  • Or invest in retail capabilities

Pursue the Right Work:​

Better to bid less and win more:

  • Rigorous Go/No-Go
  • Focus on sweet spot
  • Invest in relationships
  • Improve proposal quality

Learn from Losses:​

  • Request debriefs
  • Identify patterns
  • Address weaknesses
  • Share lessons learned

Reporting Cadence​

Monthly:​

  • Win rate calculation
  • New wins/losses recorded
  • Major loss debriefs

Quarterly:​

  • Trend analysis
  • Segment analysis
  • Strategy adjustments
  • Team review

Annually:​

  • Full year analytics
  • Competitive position review
  • Strategic planning input
  • Goal setting
  • Lead Management
  • Go/No-Go Process
  • Proposal Management
  • Estimating Standards

Software Integration​

CRM.Construction:

  • Automatic win/loss tracking
  • Analytics dashboard
  • Trend reporting
  • Competitive tracking
  • Segment analysis
  • Pipeline forecasting

Template provided by support.construction. Know your numbers, improve your results.