Free template · GTM strategy & ICP
Win / Loss Analysis
Log every closed deal with its real reason and see why you win and lose by reason and competitor.
What's inside
- Editable lists of reasons and competitors
- 300 deal rows with dropdowns
- Win rate and revenue won
- Wins and losses by reason and by alternative
Who it's for
Teams that want to stop guessing why deals are lost.
Why it matters
Without a record, the reason a deal was lost becomes whatever the founder remembers, and that is often price. Logging every closed deal with one primary reason and the alternative the buyer chose turns scattered opinions into patterns you can act on, such as losing to doing nothing or losing when a champion leaves.
For an early-stage team, every closed deal is a lot of signal. A small set of wins and losses, reviewed honestly, can show which segments convert, which competitors you beat, and which objections deserve a product or messaging change. It also gives new sellers a factual starting point instead of folklore.
How to use it
- 1On the Lists tab, edit the primary reasons and the competitors or alternatives so they match how your buyers actually decide, including do nothing and build in-house.
- 2Delete the example row on the Deals tab, then add each closed deal with its date, result, amount, segment, alternative and one primary reason from the dropdowns.
- 3Write the buyer's own words in the Notes column, ideally from a short follow-up conversation with lost buyers rather than your own guess.
- 4Review the Summary tab each month to see win rate, revenue won, share of losses by reason and your win rate against each alternative.
- 5Pick the one or two reasons causing most losses and agree a specific change in messaging, qualification or product to test next.
Read alongside it
- Sales pipeline stages for B2B, explained
- Sales forecasting for startups: a practical guide
- The sales metrics startups should actually track
Win / Loss Analysis: FAQ
- How do you do a win/loss analysis?
- Record every closed deal, won or lost, with the result, value, segment, the alternative the buyer considered and one primary reason. Confirm reasons with the buyer where you can. Then group results by reason and competitor to find patterns, and review them on a fixed schedule so they lead to changes.
- What questions should you ask in a win/loss interview?
- Ask what triggered the search, which options they compared, what made the final decision, and what nearly changed their mind. For losses, ask what would have needed to be different. Keep it short, avoid defending your product, and write down their exact words rather than your summary.
- How do you calculate win rate?
- Divide the number of deals won by the total number of deals closed, won plus lost, in the same period. Exclude deals that are still open. Tracking win rate by competitor or segment is often more useful than one overall number, because it shows where you are strong and where you struggle.
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