For many Clozd clients, win-loss interviews serve as their richest source of competitive insights. However, the primary purpose of a win-loss interviews is to understand why you won or lost the deal - which may have little (or nothing) to do with your competition. Your biggest competitor may not even be another vendor.
The Pragmatic Marketing framework is the de facto standard for training product professionals since 1993. One of the practices encouraged and promoted by the framework is win-loss analysis. Check out this article from the Pragmatic team that outlines some of the critical best practices to follow for effective win-loss analysis.
There are various reasons and motives behind the decisions that B2B decision makers make. At Clozd, we have conducted hundreds of post-decision interviews with decision makers across industries. While buyers generally try to represent the interests of their company, many are influenced by one or more of these underlying political, professional, and/or personal motives.
No one is going to tell you your baby is ugly. Likewise, no client is going to tell a product manager that their baby (the product) is ugly or undesirable. Maybe that's a bit extreme, but in practice it's true that clients are hesitant to share critical product feedback with the product's parent. For companies that want candid, honest feedback about their product offering they need to enlist the help of a neutral third-party.