Edition: Business + Insights Pro Add-on, Enterprise + Insights Pro Add-on
User-level: Permissions are set at an Organisation level by System Administrators
Who this is for: Principals, directors, business development team
Dashboard Explained
Closed proposal outcomes with fee values, client types and reasons for loss where recorded. Wins & Losses is the retrospective business development tool — it shows what the firm is winning and losing, and at what value, enabling systematic improvement in proposal strategy and client targeting.
How to use it
Review Wins & Losses quarterly to identify patterns in what the firm is winning and losing. If win rate by count is healthy but win rate by value is low, the firm is winning smaller opportunities and losing the larger ones — consider whether business development effort should be redirected. Loss reason data is only as good as the recording discipline: if most losses show blank reasons, encourage PMs to capture feedback from clients after decisions are made, even informally.
Understanding your data
Key Fields | How it's Calculated |
Won Proposal Value | Total fee estimate of all proposals with a Won status and a decision date in the selected period |
Lost Proposal Value | Total fee estimate of all proposals with a Lost status and a decision date in the selected period |
Win Rate % (by Value) | Won proposal value divided by total closed proposal value (Won + Lost). Measures the proportion of competed fee won by value |
Win Rate % (by Count) | Number of Won proposals divided by total closed proposals. Measures the proportion of opportunities won regardless of size |
Loss Reason | Reason for loss entered on the proposal record in Total Synergy (e.g. fee, relationship, scope, not proceeding). Only populated if recorded by the proposal owner |
Client Type | New client vs repeat/existing client, based on whether the client has prior projects in Total Synergy |
Filters
Period: Date range for closed proposals
Office: Filter to one or more offices
Proposal Owner: Filter by the person who led the proposal