What’s the ROI of running a win-loss program?

Win-loss programs deliver real business impact. According to the 2025 State of Win-Loss Report, 63% of companies report an increase in win rate—and that jumps to 84% for programs running longer than two years. That’s why 97% of companies doing win-loss plan to maintain or increase their investment.

Why should I use Clozd instead of running win-loss internally?

While internal programs are doable, they’re hard to scale and often struggle with response rates, consistency, and objectivity. In contrast, companies that partner with a third party like Clozd are over 2x more likely to be satisfied with the quality and depth of their feedback. Clozd handles the outreach, interviews, analysis, and delivery—so you get trusted insights without the overhead.

Can’t we just use AI or call recordings to do win-loss?

Call recordings show what your reps said—not what your buyers were thinking. And generic AI tools miss the nuance and context that drive real decisions. Clozd combines expert-driven interviews with purpose-built AI and tagging—so you get structured, trustworthy insights at scale.

How is Clozd different from surveys or CRM notes?

Surveys are shallow, and CRM notes are often just plain wrong. In fact, buyer and seller reasons for lost deals only align 15% of the time—meaning 85% of your closed-lost data is inaccurate. Clozd captures direct, third-party feedback from buyers and turns it into Decision Drivers, quotes, and trends your teams can trust and act on.

Who should own win-loss—and how do we make it cross-functional?

While win-loss analysis is most often owned by sales or marketing—72% of programs, per the 2025 report—the most impactful programs are cross-functional. Product, RevOps, enablement, and the C-suite benefit when buyer insights are shared broadly. Clozd makes that distribution easy.

What are the benefits of running an ongoing win-loss program vs. a project-based one?

One-off projects give you a snapshot. Ongoing programs reveal trends. 85% of ongoing, cross-functional programs see a positive ROI, compared to just 55% for project-based ones. With a consistent cadence, feedback compounds—making it easier to track what’s changing, spot new patterns, and respond faster.

CLOZD FOR REVENUE LEADERS

Real revenue growth starts with real buyer insights

Clozd delivers honest buyer feedback—not internal opinions—so revenue teams can improve their win rates, recover lost revenue, and make smarter GTM decisions.

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WHY REVENUE LEADERS CHOOSE CLOZD

Winning revenue teams listen to their buyers

Explore how leading companies use direct buyer feedback to increase their win rates, sharpen their execution, and turn closed-lost deals into winning pipeline.

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Buyer insights drive revenue growth

Make confident GTM decisions using feedback from your buyers—not your team’s opinions.

Increase your win rate

Uncover the specific factors that drive wins, stall deals, kill renewals, and unlock expansion.

Identify hidden revenue sources

Pinpoint the friction and buying patterns that quietly suppress revenue across your funnel.

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Gong’s CRO leans on buyer insights to drive cross-functional change

By combining rich conversational data with structured customer feedback, Gong expanded access to buyer insights across their sales, product, and engineering teams. This helped them identify hidden revenue opportunities, refine their messaging, and embed buyer truth into strategic decision cycles.

“With Clozd, we're able to be very surgical in how we dive in. When we get to some of these decision points as a company, we’re no longer flying blind. We feel like we have a more comprehensive data set to look at.”

Shane Evans | Chief Revenue Officer

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Shane Evans

Chief Revenue Officer

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Nitrogen increased their win rate using buyer insights

Nitrogen’s team used customer feedback to make targeted tweaks to their pricing, positioning, and churn reduction—and as a result, their win rate nearly doubled.

“Working with Clozd has been transformational. We’re sporting a 50+% win rate, up from the 30% range in the pre-Clozd era.

Craig Clark | Chief Growth Officer

60% of StackAdapt’s lost deals revealed clear win-back potential

StackAdapt found that 60% of their loss interviews included clear signals for future re-engagement—transforming closed-lost deals into a new, more predictable source of pipeline.

"Win-loss is very much a need-to-have program across your business. Just one opportunity we can win based on the insights Clozd delivers pays for the entire program.”

Ryan Nelsen | Chief Marketing Officer

Unlock the power of direct buyer feedback

Your buyers know exactly why you’re winning and losing—why aren’t you asking them?

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The Clozd Advantage

Increase your win rate by understanding exactly why you win—and why you lose

Clozd gives revenue leaders direct access to honest, in-depth customer insights behind their wins, losses, expansions, and churns—so they can increase their win rate, protect renewals, and uncover new growth opportunities.

Win-rate increase

Pipeline optimization

Revenue recovery

Back every decision with customer insights

AuditBoard used Clozd interviews to uncover a clear pattern—they were losing deals due to unclear value messaging—then refined their positioning and sales execution to increase their win rate by 5%.

"Win-loss data is the ultimate customer-obsession metric. When you're making a decision, it doesn't matter what you think—it matters what your customers say."

Matt Nelson | VP of Product Marketing

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Diagnose funnel friction

Revenue isn’t won or lost in a single moment—it’s captured across the entire customer journey. Customer feedback reveals which messages resonate early, where value gets lost during evaluation, and the factors that ultimately influence long-term retention and growth.

“Our sales rep heard a 'no,' but the Clozd interviewer heard 'not now.' If that interview hadn't happened, we probably would've put that deal to the side and not pursued it. Instead, we've got a late-stage $500k opportunity in our hands.”

Tom Kahl | Chief Revenue Officer

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Fix what’s costing you deals

Clozd turns closed-lost opportunities into a powerful learning engine, helping revenue leaders identify exactly what’s slowing their growth. The result is faster course correction, smarter coaching, and clearer prioritization across your GTM teams.

“Every professional sports team reviews their footage to understand where they need to improve. Winning deals is our sport, and Clozd is our video review."

Ravi Kumaraswami | President of Worldwide Field Operations

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FAQs

What is win-loss analysis, and why does it matter for CROs?

Win-loss analysis is the systematic process of interviewing buyers post-decision to uncover the objective "why" behind sales outcomes. For CROs, win-loss analysis replaces CRM guesswork with primary source data, allowing teams to improve their win rates by up to 50% and refine their go-to-market (GTM) strategies based on actual buyer behavior rather than sales rep intuition.

How does win-loss analysis directly impact revenue growth strategy?

Win-loss analysis identifies the specific competitive advantages and friction points that influence deal outcomes. By analyzing these patterns, CROs can transition from reactive troubleshooting to proactive execution. This data-driven approach ensures that GTM investments are aligned with verified buyer needs rather than internal assumptions.

How does Clozd differ from traditional customer feedback programs?

Traditional programs rely on biased CRM data or NPS scores that lack the context of "why." Clozd utilizes neutral third-party interviewers to solicit candid feedback that buyers often withhold from sales reps. This methodology delivers unfiltered qualitative insights that can be quantified to drive organizational change.

What is the expected ROI of a formal win-loss program?

While results vary, companies implementing rigorous win-loss programs often see a direct impact on their sales win rates and revenue growth. Beyond immediate wins, the value includes long-term gains such as reduced sales ramp times, improved product-market fit, and higher average deal sizes.

Can win-loss analysis and churn analysis reduce attrition?

Yes. By conducting renewal-stage and post-churn interviews, Clozd identifies specific triggers—such as unresolved support tickets, lack of human touchpoints, and many more—that lead to attrition. Utilizing a churn analysis guide provides a clear roadmap to maximize retention and recurring revenue by detecting warning signs before the renewal cycle.

What specific revenue insights does Clozd provide?

Clozd interviews reveal the exact drivers of deal outcomes, including pricing perception, product-market fit, competitor tactics, sales experience evaluations, and more. These insights allow revenue leaders to identify friction points in the funnel and prioritize resources on high-propensity segments.

How quickly will revenue teams see actionable results?

Actionable insights typically begin appearing within weeks of launching a Clozd program. Most revenue leaders see patterns emerge quickly, enabling them to target improvements, pivot their GTM strategy, and make data-driven decisions before the next quarter’s pipeline review.

REVIEWS

Clozd helps us understand, with confidence, why we win and lose deals."

Ike Nwabah | VP of Marketing

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Every review from Clozd that I read teaches me new ways to improve our sales process.

Tripp R. | Global Competitive Insights Manager

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Depth of knowledge we could never achieve on our own."

Gary C. | VP of Product Marketing

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Reviews

Clozd is a no-brainer. The upfront investment is quickly dwarfed by the immense value it brings in the form of actionable intelligence and competitive advantage.”

Dan Bolton | Vice President of Corporate Marketing at Nitrogen