Win/Loss Analysis & Competitive Intelligence

We win some deals but lose others and don't understand why. Create a win/loss analysis program.

Include: (1) Win/loss interviews – what should we ask clients? How quickly? (2) Interview guide – scripted questions to uncover why we won or lost? (3) Analysis framework – how do we aggregate learnings? Patterns? (4) Competitive intelligence – what do we learn about competitors? (5) Feedback loop – how do we feed insights back to proposal and account teams? (6) Action items – what should we change?

Include win/loss interview guide and competitive analysis template. Make learning systematic.

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Why this works

Win/loss data is gold. It reveals what actually matters to clients.

Risks & review

Clients won't always tell you the truth. Read between the lines.