Decision Drivers Tab

The Decision Drivers tab will show you the main Decision Drivers (key factors) that influence a buyer’s final decision to choose your company’s product or not. In essence, these are the reasons why you win and lose.

This article contains the following sections:

• Overview
• Components
• Decision Driver Ratings

Overview

In each interview we conduct and survey we send, Decision Drivers are tagged which represent the main reasons why the interviewee made the decision that they did. This is how we are able to track trends and themes across interviews and aggregate feedback across different deals and channels. In essence, Decision Drivers are how you can understand why your business wins and loses deals.

Components

Widgets

The first widget in the top left corner shows you the most common Decision Drivers affecting your deals, regardless whether they are positive or negative. The following two widgets display the top 5 reasons why you win and lose. 

The top reasons in the Why We Win and Why We Lose widgets are made up of data from deals that were won and lost respectively. For example, the Why We Win widget highlights the Decision Drivers that are most influential in driving wins. The influence score is a proprietary Clozd metric that incorporates prevalence (number of deals influenced) and sentiment (average driver rating).

If you want to learn more about a Decision Driver, click on it and a sidebar with quotes from the interviews will pop up in support of that Decision Driver. At the bottom of the sidebar is an option to view all quotes tagged to that Decision Driver. It is a great way to focus on feedback for one Decision Driver at a time. 

Table

The table below shows a list of all of your organization’s Decision Drivers with how many times they have been tagged to an interview and the sentiment attached in each of those instances. 

You can also use the blue buttons at the top right of the table to manipulate the data to show wins, losses, or to group Decision Drivers by categories such as Pricing and Packaging, Product Offering, or Sales Experience, etc. There is also an option to view the data visually by selecting the scatter plot icon. This graph displays each Decision Driver as a dot on the graph and its position is determined by how often that factor has influenced a deal and its average rating.

Decision Driver Ratings

After a consultant conducts an interview, they will select the most prevalent Decision Drivers behind the participant's decision and then assign a rating to that Decision Driver. 

The rating of each Decision Driver is determined by the following process:

1. The consultant who conducted the interview tags relevant Decision Drivers to the opportunity on the deal page, typically 3-5 Decision Drivers are tagged per interview.
2. Based on the interviewee’s comments, the consultant determines whether those factors had a strong or weak impact on the buyer’s final decision. You can know which Decision Drivers had a strong influence on a certain deal by looking at which drivers have a double thumbs up or down. 
3. Points are then assigned to each deal’s Decision Drivers according to the following criteria: 
1. Strong negative Decision Drivers are assigned -2 points.
2. Negative Decision Drivers are assigned -1 point.
3. Positive Decision Drivers are assigned +1 point.
4. Strong positive Decision Drivers are assigned +2 points.
4. Total points across all interviews for a certain Decision Drivers are then added together and divided by the total count of times that Decision Drivers was tagged. The result is the rating of that driver. 

Example:

Let's say you wanted to calculate the rating for the Decision Driver called "Platform: User Experience & Interface". From the table listed on the Decision Drivers tab, you find that this Decision Driver has been tagged a total of 53 times: once as a strong negative, 3 times as a negative factor in the final decision, 32 times as a positive factor, and 17 times as a strong positive. The point assignments would be as follows: 

1 strong negative: 1 instance x -2 points = -2 points

3 negative: 3 x -1 = -3 points

32 positive: 32 x 1 = 32 points

17 strong positive: 17 x 2 = 34 points

Adding all these points together we get -2 + -3 + 32 +34 = 61 

Then you would divide this number by the total count (61/53) which gives us an average rating of 1.15. This method enables us to take qualitative data from interviews and transform it into quantitative data that you can manipulate and analyze in the Clozd Platform to help you make more informed business decisions.

Questions?

For questions about the Decision Drivers listed for your win-loss program, please contact your Clozd consultant.

For additional questions, please contact support@clozd.com.