Article · 30 min read

The Ultimate Guide to Win-Loss Analysis

Clozd Free Intermediate

From a firm that does nothing but win/loss. It lays out the four steps end to end: mine the CRM data you already have, go get direct buyer feedback, isolate the real decision drivers, then push the findings into sales, product and marketing so they change something.

  • Roughly 85 percent of loss reasons in your CRM are wrong, buyer and seller reasons agree only about 15 percent of the time.
  • Use three channels by depth: 30 minute live interviews for high value deals, AI interviews for reach, surveys for scale.
  • 63 percent of companies running win loss programs raised win rates, and 84 percent of programs older than two years sustained the gain.
  • On a 10M dollar quarterly pipeline, two points of win rate is 1M dollars a quarter.
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The question it answers

  1. How do I run win/loss properly, so that losing a deal actually teaches us something?

Read with it

  1. The actual interview guide, plus the one habit that decides whether your answers are worth anything: ask what was your... Clozd Article · 10 min read Win-Loss 101: What to ask buyers in your win-loss interviews Nate Bagley
  2. Kellogg's point that a deal that died internally is a different animal from a deal you lost to a competitor, and that mixing... Kellblog Article · 18 min read Win Rates, Close Rates and Milestone vs. Cohort Analysis Dave Kellogg
  3. The single most common thing win/loss uncovers: you did not lose on product or price, you lost to the safe choice, higher up... Kellblog Article · 12 min read What To Do If You're Winning the Product Evaluation But Losing the Deal Dave Kellogg
  4. Video · 35 min How to Conduct an Effective Win Loss Interview Clozd win loss research team
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