State of Win-loss analysis Report

The year's top win-loss trends

Get the industry's longest-running and most comprehensive win-loss report.

Key Findings

Program setup matters

39% of companies now run ongoing, cross-functional win-loss programs—up 31% from our last report. Companies with this type of structure are 53% more likely to report a strong return on their investment in win-loss analysis than companies with ongoing but siloed programs or project-based programs.

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39%

Key Findings

Win-loss analysis helps you win more

63% of companies report win-rate increases thanks to win-loss analysis—and that number increases to 84% for programs that have been established for more than two years.

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Key findings

Fresh feedback is more impactful

Win-loss programs are more successful—and capture more powerful insights—when they’re able to collect feedback faster. Companies are more than twice as likely to be happy with the depth of feedback when it’s gathered within the first month after a deal closes.

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Key findings

Win-loss works seamlessly with other tools

People who use call recordings along with their win-loss program are 18% more likely to be satisfied with the quality of their feedback, and they’re 25% more likely to be satisfied with the pipeline coverage.

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The third-party advantage

Running a best-in-class win-loss analysis program can be complex and resource-intensive—but also extremely valuable.

And what’s the best way to get outstanding results? According to our survey, it’s by partnering with an experienced third-party win-loss provider.

Nearly half of companies (44%) now outsource their win-loss programs—a 22% increase from our last report. Why? The results speak for themselves.

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01Access to insights

Companies using a third-party provider are more than twice as likely to be satisfied with the quality and depth of their win-loss feedback (70%) than those managing programs in-house (34%).

02Impact on win rates

This isn’t just about better data—it’s about better outcomes. Among companies that improved win rates, those using a third party were 38% more likely to see an increase of 10% or more. With better access to insights and higher-quality feedback, teams are better equipped to implement win-loss learnings and close more business.

03Quality of feedback

67% of outsourced programs report satisfaction with data accessibility, while internal teams are only satisfied with the accessibility of their win-loss data 38% of the time.

For teams still running win-loss internally, the message is clear: Outsourcing delivers better insights and real performance gains.

See how Clozd can help you build a world class win-loss program

The candidness we get from a third party has really allowed us to look at the information and pick it apart without our own emotion tied to it. Having a third party handle these interviews eliminates the desire to want to please somebody or make sure you’re not ruining any relationships you might want in the future.”

Deanna Ballew | SVP of Product

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