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Every quarter, leadership teams worldwide pore over CRM data and sales notes looking to glean insights about why they’re winning and losing sales deals.&nbsp;What they’re doing is searching for patterns. Patterns that could improve sales strategy, inform product decisions, and boost win rates. Yet the explanations they encounter always feel frustratingly familiar:<ol><li data-list="bullet">“Our price was too high”</li><li data-list="bullet">“We were missing X features”</li><li data-list="bullet">“They went with competitor Y”</li></ol>Here’s the reality: understanding why you really win and lose deals requires more than CRM data and sales team hunches.You need unfiltered feedback straight from your buyers and a&nbsp;system&nbsp;to capture and analyze that feedback.&nbsp;The solution? Win-loss analysis.&nbsp;In this guide, we’ll share everything you need to know about building a win-loss program from the ground up.Plus, here’s a&nbsp;<a href="https://go.klue.com/win-loss-analysis-template" rel="noopener noreferrer" target="_blank">win-loss analysis template</a>&nbsp;you can download and use alongside this guide. <h3>How to establish Win-Loss Analysis</h3><a href="https://klue.com/blog/win-loss-analysis-guide#What_Is_Win-Loss_Analysis" rel="noopener noreferrer" target="_blank">1.&nbsp;What Is Win-Loss Analysis?</a><a href="https://klue.com/blog/win-loss-analysis-guide#The_Four_Stages_of_Win-Loss_Maturity" rel="noopener noreferrer" target="_blank">2.&nbsp;The Four Stages of Win-Loss Maturity</a><a href="https://klue.com/blog/win-loss-analysis-guide#Why_You_Need_a_Mature_Win-Loss_Program" rel="noopener noreferrer" target="_blank">3.&nbsp;Why You Need a Mature Win-Loss Program</a><a href="https://klue.com/blog/win-loss-analysis-guide#How_to_Conduct_a_Win-Loss_Analysis_in_7_Steps" rel="noopener noreferrer" target="_blank">4.&nbsp;How to Conduct a Win-Loss Analysis in 7 Steps</a><a href="https://klue.com/blog/win-loss-analysis-guide#Step_1_Rally_Your_Win-Loss_Stakeholders_Get_Program_Buy-In" rel="noopener noreferrer" target="_blank">5.&nbsp;Step 1. Rally Your Win-Loss Stakeholders (Get Program Buy-In)</a><a href="https://klue.com/blog/win-loss-analysis-guide#Step_2_Get_Clear_On_Your_Win-Loss_Learning_Objectives_Strategy" rel="noopener noreferrer" target="_blank">6.&nbsp;Step 2. Get Clear On Your Win-Loss Learning Objectives &amp; Strategy</a><a href="https://klue.com/blog/win-loss-analysis-guide#Step_3_Calculate_Your_Win-Rates_and_Win-Loss_Ratio" rel="noopener noreferrer" target="_blank">7.&nbsp;Step 3: Calculate Your Win-Rates and Win-Loss Ratio</a><a href="https://klue.com/blog/win-loss-analysis-guide#Step_4_Create_Your_Win-Loss_Interviews_Surveys" rel="noopener noreferrer" target="_blank">8.&nbsp;Step 4: Create Your Win-Loss Interviews &amp; Surveys</a><a href="https://klue.com/blog/win-loss-analysis-guide#Step_5_Conduct_Your_Interviews" rel="noopener noreferrer" target="_blank">9.&nbsp;Step 5. Conduct Your Interviews</a><a href="https://klue.com/blog/win-loss-analysis-guide#Step_6_Analyze_Your_Win-Loss_Data" rel="noopener noreferrer" target="_blank">10.&nbsp;Step 6: Analyze Your Win-Loss Data</a><a href="https://klue.com/blog/win-loss-analysis-guide#Step_7_Present_Your_Findings" rel="noopener noreferrer" target="_blank">11.&nbsp;Step 7: Present Your Findings</a><a href="https://klue.com/blog/win-loss-analysis-guide#Time_to_Get_the_Full_Picture" rel="noopener noreferrer" target="_blank">12.&nbsp;Time to Get the Full Picture</a><img src="https://2241989.fs1.hubspotusercontent-na1.net/hubfs/2241989/hub_generated/resized/26b658e0-8581-4e57-a2fd-6594b1229805.png"> <h2>What Is Win-Loss Analysis?</h2>Win-loss analysis is a process that leverages buyer interviews and surveys to help companies understand the reasons behind their successes (wins) and failures (losses) in sales deals.By looking at both won and lost opportunities – and hearing directly from buyers about the reasons behind these outcomes – win-loss analysis gives you unbiased insights into:<ol><li data-list="bullet">Your product&nbsp;– where it shines and where it falls short.</li><li data-list="bullet">Your sales experience&nbsp;– how buyers feel about interactions with your team.</li><li data-list="bullet">Your marketing&nbsp;– whether your messaging and campaigns resonate.</li><li data-list="bullet">Your buyer’s priorities&nbsp;– what matters most to your customers.</li><li data-list="bullet">Your competitive position&nbsp;– how you compare to your competitors.&nbsp;</li></ol>With these insights, you can work to improve your product, refine your messaging, coach your sales team, improve your&nbsp;<a href="https://klue.com/blog/bring-win-loss-into-compete-content" rel="noopener noreferrer" target="_blank">compete program</a>&nbsp;and ultimately improve your overall win rate.<h2>We interviewed 5 win-loss experts in one month – these were the 6 top insights 👇</h2> <div><div style="left: 0; width: 100%; height: 0; position: relative; padding-bottom: 56.25%;"><iframe src="https://www.youtube.com/embed/9pr7hqKHMEM?rel=0&amp;start=1733418581809" style="top: 0; left: 0; width: 100%; height: 100%; position: absolute; border: 0;" allowfullscreen="" scrolling="no" allow="accelerometer; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share;"></iframe></div></div><h2> </h2><h2><a href="https://klue.com/blog/win-loss-analysis-guide" rel="noopener noreferrer" target="_blank">👉Continue to read the full Guide on the Klue Blog here</a></h2>

Everything you need to know about building a win-loss program from the ground up.

In this Ultimate 7-Step Guide, we’ll share everything you need to know about building a win-loss program from the ground up.

The Ultimate 7-Step Guide to Win-Loss Analysis

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The Ultimate 7-Step Guide to Win-Loss Analysis

Everything you need to know about building a win-loss program from the ground up.

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