What is Win/Loss Analysis?

Win/loss analysis involves studying why you won or lost sales opportunities. It's about understanding the factors that influence buying decisions. In B2B, where deals are often complex, this analysis can provide valuable insights.

This process typically involves interviewing customers and prospects after a deal is closed or lost. You might ask about their decision criteria, how they viewed your offering, and what tipped the scales.

Win/loss analysis can reveal strengths and weaknesses in your sales process. It might show that you're losing on price, or winning because of great customer service. This information can guide improvements in your product, marketing, and sales approach.

Many B2B companies conduct regular win/loss analyses. It helps them stay competitive and improve their win rates over time. The insights gained can inform strategy across the entire organization.