B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Dated
28%
28% -- revenue loss rate for B2B sales teams with 20% discount and 10% win-rate drop (2022)
A scenario with a 20% discount paired with a 10% drop in win rate can result in a 28% revenue loss.
- Based on scenario-based growth formulas and modeling rather than an empirical aggregate survey across all B2B companies
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Lighthouse Research Team
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Source verified
Evidence graded
Value
28%
Unit
Percentage
Data Vintage
2022
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Winning by Design
Primary
Tier B
https://winningbydesign.com/resources/research/the-relationship-between-discount-and-win-rate/ ↗
Source Article
The Relationship Between Discount and Win Rate | Winning by Design Research
The Relationship Between Discount and Win Rate
Discounting feels like an easy way to close deals—but the data shows it’s quietly destroying revenue. In The Relationship Between Discount and Win Rate, scenario analysis and real sales data are used to prove that higher discounts rarely increase win ra…
Original Research
Winning by Design
· Original study ↗
Methodology
Scenario analysis: 20% discount paired with a 10% win-rate drop results in 28% revenue loss
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
B2B sales teams with 20% discount and 10% win-rate drop: 28% revenue loss rate. Source: Winning by Design (2022). Via Lighthouse Intelligence -- https://lighthousedata.io/data/revenue-loss-20-discount-10-win-rate-drop
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<blockquote cite="https://lighthousedata.io/data/revenue-loss-20-discount-10-win-rate-drop" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>28%</strong> -- revenue loss rate for B2B sales teams with 20% discount and 10% win-rate drop<br><small>Source: Winning by Design (2022) · <a href="https://lighthousedata.io/data/revenue-loss-20-discount-10-win-rate-drop" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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