Win-Loss Analysis

Uncover the real reasons you win and lose

Clozd provides detailed and unbiased customer feedback—so you can win more deals.

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win-loss in action

The Clozd advantage

Your buyers have the answers you need—and our combination of experience and AI-powered technology is the best way to capture, analyze, and access those insights.

$500k
Uncover hidden revenue sources

Hello Heart’s team used a Clozd interview to identify a $500k win-back opportunity.

Read the case study
7/10
Stop aiming at the wrong target

Win-loss data shows that nearly 70% of buyers report a different primary competitor than what's in their CRM.

Your CRM is lying
84%
Increase your win rate

84% of companies that have been doing win-loss analysis for 2+ years report an increase to their win rate.

State of Win-Loss Analysis Report
Win-loss analysis is the process of going back and reviewing your closed opportunities—using AI and live interviews—to uncover the trends and insights that can influence future success rates.”
Andrew Peterson | Co-founder & Co-CEO
Four pillars of effective win-loss analysis

How we collect powerful feedback

Expert ServiceS

We do the work—you enjoy the insights

Our experienced team makes your life easy by working together to deliver timely win-loss feedback at scale.

Expert services

Rich win-loss insights for your GTM team

CRO

Pinpoint what drives wins—and what’s standing in the way.

Identify what wins and loses deals

Align GTM teams around buyer-backed insights

Uncover competitive threats early

Win-Loss for CROs

Product Marketer

Use win-loss feedback to sharpen positioning and drive adoption.

Hear directly from buyers who didn’t convert

Refine messaging based on real objections

Prove the impact of product marketing

Win-Loss for PMMs

VP of Sales

Use buyer insights to improve your win rate and coach your team.

Uncover the landmines costing you revenue

Scale what your top reps do best

Coach with insights from actual lost deals

Win-Loss for Sales Leaders
Clozd has an excellent methodology for developing a valuable win-loss interview, getting disengaged buyers to participate, and presenting intelligence back in a very consumable platform.”
Craig Clark | CMO at Nitrogen
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FAQs
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 possible, 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 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 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 even 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?
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.

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

Ike Nwabah | VP of Marketing

tableau
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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

tableau
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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

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Clozd checks all the boxes to store, filter, analyze, and share win-loss findings at scale. Better yet, their team members are true consultative partners that have helped us up-level our win-loss program."

Karen Warfield | Head of Competitive Intelligence at Clari

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It's invaluable feedback that comes directly from our customers and helps support us in our product planning and when we go up against competitors."

Hillary Neal | GTM Processes & Programs Leader at Qualtrics

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