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Win loss analysis services and capabilities

Are you struggling to follow the story your data’s trying to tell you about your win rate? To really understand why you win and lose deals, you need to understand the causes of those trends you’re seeing. 

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Our technology reaches across 140+ industries to give you the scale of a panel combined with the depth of an expert network.



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What is win loss analysis

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What are the benefits of win loss analysis

Win loss analysis offers a range of valuable benefits to businesses seeking to enhance their sales strategies and overall performance. By systematically examining both successful deals and missed opportunities, companies gain insights that inform decision-making and drive continuous improvement. Here are some key advantages of conducting win loss analysis:

Actionable Insights

Win loss analysis provides actionable insights into customer preferences, needs, and objections. This information helps businesses tailor their offerings and sales approach to better align with customer expectations.

Competitive Understanding

By analyzing why deals are won or lost, companies gain a deeper understanding of their competitive landscape. This knowledge enables them to refine their positioning and messaging to stand out from competitors.

Strategic Decision-Making

Win loss analysis informs strategic decision-making by identifying areas for improvement in sales processes, product development, pricing strategies, and customer engagement.

Sales Team Training

The analysis highlights the strengths and weaknesses of sales teams, allowing companies to provide targeted training and resources to enhance their performance.

Refined Messaging

Businesses can refine their messaging based on customer objections and feedback, ensuring that sales representatives address common concerns effectively.

Product Enhancement

Insights from win loss analysis can guide product development efforts, helping companies align their offerings with customer needs and preferences.

Win Rate Improvement

By identifying and addressing obstacles in the sales process, businesses can increase their win rates and capture more opportunities.

Customer-Centric Approach

Win loss analysis fosters a customer-centric approach, enabling companies to make customer-focused improvements across their operations.

Market Positioning

Companies can refine their market positioning and differentiate themselves based on the feedback and preferences of both won and lost prospects.

Continuous Improvement

The iterative nature of win loss analysis ensures that businesses continually learn, adapt, and improve, leading to more effective sales strategies over time.

When should a win loss analysis occur

Conducting win loss analysis at the right times and stages is crucial for extracting valuable insights and driving meaningful improvements. Here are key moments when win loss analysis should be conducted:

Post-Deal Closure

After a deal is closed, whether it’s a win or a loss, immediate feedback is obtained from the prospect or customer. This provides fresh insights into their decision-making process and perceptions.

Regular Intervals

Implementing a regular cadence for win loss analysis, such as quarterly or annually, allows for tracking trends and making continuous improvements based on changing market dynamics.

Lost Opportunities

When a deal is lost, it’s essential to conduct win loss analysis promptly to understand why the opportunity slipped away and uncover areas for improvement.

Sales Pipeline Reviews

Incorporate win loss analysis as part of routine sales pipeline reviews to assess the effectiveness of sales strategies and identify areas where adjustments are needed.

Product Launches

During product launches, win loss analysis helps gather insights into how well the new offering is being received and whether adjustments are needed.

Competitor Changes

When competitors make significant moves in the market, conducting win loss analysis can shed light on the impact of these changes on the company’s performance.

Strategic Shifts

When a company undergoes strategic shifts, such as changes in pricing, positioning, or target markets, win loss analysis can gauge the effectiveness of these changes.

Customer Feedback

Integrating win loss analysis with customer feedback mechanisms provides a holistic view of customer preferences and perceptions.

Sales Team Training

Use win loss analysis to guide sales team training and development initiatives, addressing specific challenges and gaps.


Regular win loss analysis helps benchmark performance against industry standards and identify opportunities for differentiation.

Market Changes

In response to shifts in the market landscape, win loss analysis helps companies adapt their strategies and offerings effectively.

Long Sales Cycles

For industries with longer sales cycles, conducting win loss analysis at key touchpoints helps refine strategies as prospects move through the pipeline.

How to calculate win rate and win loss ratio

How to perform a win loss analysis

Conducting a win loss analysis involves a systematic approach to gathering and analyzing data to uncover valuable insights from both won and lost deals. Here’s a step-by-step guide on how to perform an effective win loss analysis:

Define Objectives and Metrics

Clarify the goals of your win loss analysis. Determine the key metrics you want to measure, such as win rate, win loss ratio, deal size, customer segments, and reasons for wins and losses.

Gather Data

Collect data from various sources, including sales teams, CRM systems, customer feedback, and internal stakeholders. Divide the data into two categories: won deals and lost deals.

Interview Stakeholders

Conduct interviews with sales representatives, account managers, and customers involved in both won and lost deals. Ask open-ended questions to understand the factors that influenced the outcome and decision-making process.

Analyze Data

Examine the collected data to identify patterns, trends, and commonalities in both successful and unsuccessful deals. Categorize reasons for wins and losses, such as pricing, product fit, competitive landscape, customer relationships, and more.

Identify Insights

Synthesize the findings to extract actionable insights. Understand the strengths and weaknesses of your sales approach, value proposition, and customer interactions.

Determine Improvement Areas

Based on the insights gained, pinpoint areas for improvement in your sales strategy, customer engagement, product development, and competitive positioning.

Share Findings and Take Action

Present the findings to relevant teams, including sales, marketing, and product development. Collaboratively develop strategies to capitalize on strengths and address weaknesses uncovered by the analysis.

Iterate and Optimize

Use the insights gained from the win loss analysis to refine your sales processes, customer engagement strategies, and competitive tactics. Continuously iterate and optimize your approach based on real-world feedback.

Maintain Consistency

Regularly conduct win loss analyses to monitor trends and track improvements over time. Consistency in analyzing wins and losses enables continuous learning and adaptation.

A well-executed win loss analysis provides a comprehensive view of your company’s performance, strengths, and areas for growth. It empowers your teams to make informed decisions, enhance customer relationships, and strategically position your business in a competitive market landscape.

How often should businesses run a win loss analysis

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What to do after a win loss analysis

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