We know we do not win every opportunity in our pipeline, so we apply a risk assessment to determine how much we will typically win. We use ratios that have been developed by Ansoff. The data has been tried and tested for many years across many sectors and different sales organisations. Ansoff was an applied mathematician and business manager.
There are two types of Customers: Existing Customers and New Customers and there are two types of products: Existing Products and New Products, based on the persona they have different propensity to win. We use these ratios when looking at our new business identified (pipeline) and new business not yet identified (pipeline to be created).
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