What is win/loss analysis?

Win/loss analysis is a method of analyzing the reasons behind success (win) or failure (loss) in sales or deal closures. The goal of this analysis is to understand why the client chose your product or, conversely, preferred a competitor. It helps identify the strengths and weaknesses of the product, and improve sales and marketing strategies.

During win/loss analysis, feedback is usually collected from clients, sales managers, and other participants in the process, analyzing competitive offers, deal conditions, and factors influencing the decision. For example, if clients often choose competitors due to lower prices, it signals a need to review pricing policies or add value to the product.