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B2B Sales

Win-Loss Analysis

Win/loss review
Definition
Win-loss analysis is the practice of reviewing won and lost deals – often through buyer interviews – to understand why customers choose you or a competitor.

How to run a win-loss analysis

  • Select a mix of recent won and lost deals.
  • Interview the buyers, ideally through someone outside the sales team.
  • Look for patterns in decision criteria, competitors and objections.
  • Share findings with sales, marketing and product.

Why it matters

Loss reasons in the CRM are often incomplete. Talking to buyers directly reveals the real reasons behind their decisions and points to concrete improvements.

How VAEKST can help

We turn win-loss insights into sharper pitches, playbooks and training. Learn more about our sales enablement. Book a meeting to talk it through with one of our growth experts.

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Sales Enablement

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Related terms

Objection Handling

Objection handling is how a salesperson responds to a prospect's concerns – about price, timing, need or trust – in a way that moves the conversation forward.

Voice of the Customer

Voice of the customer (VoC) is the structured process of collecting and analysing customer feedback to understand their needs, expectations and language.

Pipeline Coverage

Pipeline coverage is the ratio between open pipeline value and the sales target for the same period, showing whether there is enough pipeline to hit the number.
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