General Marketing
Win-Loss Analysis
Win-loss analysis is the systematic process of interviewing and surveying prospects who either became customers (wins) or chose a competitor (losses) to understand the factors that influenced their decision. It provides actionable insights for improving positioning and sales effectiveness.
Examples
A quarterly win-loss analysis reveals that lost deals cite "integration complexity" as the top reason, prompting the company to invest in pre-built integrations and simplify onboarding.
Best Practices
Conduct interviews within 30 days of the decision, use a neutral third party for unbiased feedback, analyze patterns across multiple interviews, and share findings with product, marketing, and sales.