Uncover the truth about why you win and lose.

Looking to implement formal win-loss analysis at your organization?
Here are some tips and resources that can help.


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Win-loss Analysis: The Definitive Guide

Download a copy of Clozd's definitive guide to implementing a world-class win-loss analysis program. The guide covers:

  • Benefits of win-loss analysis.
  • Keys to success (e.g. best practices).
  • Ten steps to getting started.

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Win-Loss Diagnostic

How do your existing win-loss efforts stack up? Find out now. The Win-Loss Diagnostic is a short assessment that evaluates your existing program against the four core competencies of successful win-loss analysis.

Upon completion, you'll receive a personalized diagnostic report with helpful tips and insights.

Win-Loss Analysis Best Practices

Formal win-loss analysis, or the practice of soliciting feedback directly from decision-makers at won and lost accounts, is becoming standard practice for many businesses. In particular, B2B companies that sell complex or expensive products and/or services are finding that direct interviews with the buyers at their won and lost accounts can uncover blindspots and provide key learnings that empower sales enablement, product development, and marketing alignment.

Companies that are looking to implement win-loss analysis for the first time often ask, "what are the keys to success?" In other words, "what are the best practices for designing a world-class program?"

Clozd specializes in providing win-loss interviewing and analysis services to clients in a range of industries. In our experience, we've identified universal keys-to-success that apply in virtually any situation - regardless of industry, company size, etc:

  1. Executive Sponsorship: First, the most successful programs are top-down initiatives that have the backing of the executive team. For a win-loss initiative to drive meaningful outcomes, it needs to be supported and sponsored by senior leadership. Ideally, the executive team will be as eager as anyone else to review the findings and translate them into action.
  2. Program, Not Project: Second, successful companies treat win-loss analysis as an ongoing program, not a one-time project. They acknowledge the changing nature of their business and view win-loss analysis as a constant pulse check on the health of their business from the perspective of actual decision-makers in their won and lost accounts.
  3. Neutral, Third-Party: Third, successful win-loss interviews are conducted by a neutral third-party. A wealth of research shows that buyers tend to be more candid and open when speaking with a third-party. Additionally, most companies lack the bandwidth and/or the expertise to regularly conduct effective win-loss interviews on their own.
  4. Interviews, Not Surveys: Fourth, successful win-loss initiatives are centered on in-depth interviews, not web-based surveys. Interviews are more professional and adaptable. They result in significantly deeper and richer qualitative insights and boast higher B2B participation rates.
  5. Balanced Sampling: Finally, a balanced sampling strategy is crucial to any successful win-loss initiative. In most cases, we recommend equal representation of wins versus losses. We also recommend a mix of accounts that approximates, to the extent possible, your typical pipeline.

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Want to learn more about win-loss analysis, including best practices? Download our definitive guide to transformational win-loss programs:


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Feel free to contact us directly.

1881 W Traverse Mountain Pkwy
Suite E #550
Lehi, UT 84043

(650) 394-7917