The year's top win-loss trends

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.

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.