---
title: Win/Loss Analysis — RGM Training
url: https://realgrowthmatters.com/training/marketing-research/winloss-analysis/
updated: 2026-06-10
source_html: https://realgrowthmatters.com/training/marketing-research/winloss-analysis/
---

[Home](../../../index.html) › [Training](../../index.html) › [Marketing Research](../index.html) › Win/Loss Analysis

RGM° · Training

# Win/Loss Analysis

Reveals what drives buying decisions. Process, questions, synthesis.

### What you will learn

1. [Why win/loss analysis](#why)
2. [Process](#process)
3. [Question framework](#questions)
4. [Synthesis](#synthesis)
5. [Advanced playbook](#advanced)
6. [Mistakes](#mistakes)
7. [Checklist](#checklist)

## Why win/loss analysis

Win/loss interviews reveal what actually drives buying decisions. Most companies skip or do poorly; mature programs treat it as ongoing intelligence.

## Process

1. Identify recent closed deals (won and lost).
2. Schedule 30–45 min interviews.
3. External interviewer preferred for honesty.
4. Recorded with permission.
5. Structured guide with open-ended questions.
6. Synthesize across multiple deals.
7. Distribute findings to product, sales, marketing.

## Question framework

- Trigger / problem awareness.
- Solution discovery.
- Evaluation criteria.
- Vendors considered.
- Buying committee.
- Decision factors.
- Concerns / risks.
- Post-decision experience.

## Synthesis

- Pattern identification.
- Win themes.
- Loss themes.
- Competitive intelligence.
- Product feedback.
- Messaging insights.
- Sales process improvements.

## Advanced playbook

- Quarterly win/loss program.
- External interviewer for objectivity.
- Mix of won and lost deals.
- 30–45 minute interviews recorded.
- Structured question guide.
- Synthesis across 8–12 deals per quarter.
- Cross-functional distribution.
- Product / messaging / sales updates.
- Competitive intelligence integration.
- Annual deep analysis.

## Mistakes

- Internal interviewer; bias.
- Won-only deals; missing loss insights.
- Single interview treated as truth.
- Question guide ad-hoc.
- Synthesis absent.
- Cross-functional distribution broken.
- Action not taken.
- Competitive intelligence not integrated.
- Annual analysis absent.
- Sales rep present in interview (bias).

## Checklist

- Quarterly win/loss program
- External interviewer
- Mix of won and lost deals
- 30–45 minute interviews recorded
- Structured question guide
- Synthesis across 8–12 deals per quarter
- Cross-functional distribution
- Product / messaging / sales updates
- Competitive intelligence integration
- Annual deep analysis

## Sources and further reading

- Primary Intelligence win/loss research
- Klue win/loss platform
- Anova Consulting win/loss
- RGM Brand Marketing competitive positioning
- RGM B2B SaaS ICP module
- April Dunford win/loss
- Lenny Rachitsky win/loss case studies
- Reforge win/loss curriculum
- Marketing Research Association
- TrustRadius win/loss
- Sales Hacker win/loss
- Bob Apollo win/loss

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Part of the [Marketing Research](../index.html) series.