CMO · Framework · Intermediate · Saves 35+ hours
Win/Loss Analysis Framework
A framework for conducting win/loss analysis that produces actionable insights.
What's included
- Interview methodology
- Question frameworks (win vs. loss)
- Analysis template
- Reporting structure
- Action planning process
- Feedback loop to product/sales
Best used when
- Improving win rates
- Understanding loss reasons
- Refining positioning
- Product feedback loops
- Competitive intelligence
The template
The Template
INTERVIEW METHODOLOGY
Program Structure
| Element | Details |
|---|---|
| Sample size | Minimum 10 wins, 10 losses per quarter |
| Timing | Within 30 days of decision |
| Duration | 20-30 minutes |
| Interviewer | Third party or non-sales marketing |
| Incentive | $25-50 gift card |
Selection Criteria
| Include | Exclude |
|---|---|
| Competitive deals | Uncontested deals |
| Decision-maker available | Ghost/no contact |
| Representative deal size | Edge cases |
| Recent decision | >60 days old |
WIN INTERVIEW QUESTIONS
Decision Process (5 min)
- Walk me through your evaluation process
- Who was involved in the decision?
- What were your key criteria?
Why We Won (10 min) 4. What ultimately made you choose us? 5. What differentiated us from alternatives? 6. How did our team/process compare? 7. What nearly stopped you from choosing us?
Validation (5 min) 8. How would you rate us on [criteria]? (1-10) 9. What could we have done better? 10. What advice for our sales team?
LOSS INTERVIEW QUESTIONS
Decision Process (5 min)
- Walk me through your evaluation process
- Who was involved in the decision?
- What were your key criteria?
Why We Lost (15 min) 4. What ultimately drove your decision? 5. Where did we fall short? 6. How did [competitor] compare? 7. What could we have done differently? 8. Was there a specific moment the deal shifted?
Validation (5 min) 9. How would you rate us on [criteria]? (1-10) 10. Would you consider us in the future? 11. What advice for our team?
ANALYSIS TEMPLATE
Individual Deal Summary
| Field | Win | Loss |
|---|---|---|
| Deal name | ||
| Deal size | $ | $ |
| Competitor | ||
| Decision maker | ||
| Primary win/loss reason | ||
| Secondary factors | ||
| Rating: Product | /10 | /10 |
| Rating: Sales | /10 | /10 |
| Rating: Price | /10 | /10 |
Aggregate Analysis
| Reason Category | Win Mentions | Loss Mentions | Net |
|---|---|---|---|
| Product/features | |||
| Price/value | |||
| Sales experience | |||
| Brand/trust | |||
| Implementation | |||
| Support | |||
| Integration |
REPORTING STRUCTURE
Quarterly Win/Loss Report
Executive Summary
- Win rate trend
- Top 3 win reasons
- Top 3 loss reasons
- Key competitor comparison
Detailed Findings
- By competitor
- By deal size
- By segment
- By sales rep
Recommendations
- Product priorities
- Sales enablement needs
- Positioning adjustments
- Competitive responses
ACTION PLANNING
Feedback Loop
| Finding | Route To | Action Type |
|---|---|---|
| Product gaps | Product | Feature request |
| Pricing issues | Finance | Pricing review |
| Sales execution | Sales Enablement | Training |
| Positioning weakness | Marketing | Messaging update |
| Competitive threat | Competitive Intel | Battle card update |
Action Prioritization
| Issue | Frequency | Revenue Impact | Effort | Priority |
|---|---|---|---|---|
| High/Med/Low | High/Med/Low | High/Med/Low | 1-5 |
Frequently asked questions
What is the Win/Loss Analysis Framework?
A framework for conducting win/loss analysis that produces actionable insights.
Who is the Win/Loss Analysis Framework for?
It is built for CMOs and their teams working on Customer Marketing. The AI coach adapts it to your company, stage, and goals.
How long does the Win/Loss Analysis Framework take to use?
It saves roughly 35+ hours versus building from scratch. Our AI coach can tailor the framework to your situation in minutes, then hand you a step-by-step plan.
Is the Win/Loss Analysis Framework free?
Yes. You can read the full framework and start getting coached through it for free. Sign in to save your tailored version and track your next steps.
How does the AI coach help with the Win/Loss Analysis Framework?
The coach teaches you the framework, asks a few questions about your business, tailors the framework to you, and gives you measurable next steps to execute.