GlossaryWin/loss analysis
Definition
Win/loss analysis
The systematic study of why deals are won and why they are lost, typically through post-deal interviews with the buyer and internal stakeholders.
Most win-loss programs fail because they ask the wrong questions. Asking a buyer why they picked you gets a polite story. Asking what would have made them pick the competitor instead gets the truth.
The output is only useful if it feeds back into positioning and battlecard updates. A win-loss program that produces reports nobody reads is a cost center.
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