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Pipeline

Case Interview Practice > 
Exhibit Analysis

EY pulled together Torrent's ARR growth breakdown and a benchmarking analysis against comparable B2B software companies. The CEO suspects the new logo problem is the main issue but is not sure whether to focus on the market or the sales team. Take a look at Exhibit 1 and tell me what you see.

Case Exhibit

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Sample answer from an expert consultant

The exhibit shows two things clearly. First, Torrent's growth has become increasingly dependent on expansion revenue from existing customers, while new logo ARR has declined both in absolute terms and as a share of total growth over the past three years. This confirms the CEO's concern that new customer acquisition is the constraint, not retention or expansion performance, which remains healthy.

Second, the benchmarking data shows Torrent's sales win rate on competitive deals has declined from 42% to 31% over the same period while peer companies have held relatively steady. This is the more important finding. A declining win rate in an otherwise stable competitive environment typically points to a product or positioning problem rather than a market saturation problem. If the market were saturated, you would expect pipeline volume to shrink. If win rates are declining, it suggests Torrent is getting into deals but losing them, which points to a sales execution or product competitiveness issue.

The implication is that before investing heavily in new market expansion or geographic growth, Torrent should first understand why it is losing competitive deals at an increasing rate, and whether the answer is product gaps, pricing, or sales capability.

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