Win Rate Lift Analysis
The engineering of Outcome Proof—calculating the delta in closed-won conversion between ABM-orchestrated accounts and standard inbound/outbound baselines.
The "Coincidence" Defense
When a deal closes, Finance often views it as a "Sales Win" that would have happened with or without Marketing orchestration. Without **Win Rate Lift Analysis**, you can't prove that your specific protocols (Committee Mapping, Signal Weighting) actually increased the probability of success. We fix this by isolating the "Exposed" accounts that hit our Governance Thresholds and comparing their Win Rate directly against the non-orchestrated control group.
Strategic Blind Spots
- Undervalued Spend: Marketing budgets being cut because the connection to "Closed-Won" is purely anecdotal.
- Inefficient Scaling: Pouring money into "high-engagement" programs that don't actually move the Win Rate.
- AE Distrust: Sales teams not believing that following the "Marketing Playbook" leads to higher commissions.
Closed-Won Conversion Delta
Non-Orchestrated Accounts
Protocol-Compliant Accounts
Rule: Governance isn't just a process; it's a closed-won multiplier.
Environment Implementation
6sense / Demandbase ON
We utilize Custom Conversion Segments. We tag accounts that hit "Decision" stage AND were "Exposed" to specific orchestration creative, then cross-reference with CRM Opportunity Status to find the Lift Delta.
Platform Off (CRM/MAP First)
We build Cohort Comparison Reports in CRM. We use the "Governance Flag" (from Pillar 05) to isolate accounts that followed the handoff protocol and compare their Opportunity-to-Close ratio against the general population.
Artifacts You Receive
- Win Lift Executive Brief: A 1-page summary for Finance and the Board.
- Cohort Performance Log: Longitudinal tracking of win rates by account tier.
- Variable Correlation Report: Analysis of which protocols drive the highest lift.