{"id":9004111224735312,"date":"2025-02-04T20:48:13","date_gmt":"2025-02-04T20:48:13","guid":{"rendered":"https:\/\/www.pragmaticinstitute.com\/product\/?page_id=9004111224735312"},"modified":"2025-09-12T18:07:23","modified_gmt":"2025-09-12T18:07:23","slug":"framework-box-win-loss-analysis-x","status":"publish","type":"page","link":"https:\/\/www.pragmaticinstitute.com\/product\/framework\/win-loss-analysis\/","title":{"rendered":"Framework Box &#8211; Win\/Loss Analysis"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"9004111224735312\" class=\"elementor elementor-9004111224735312\" data-elementor-post-type=\"page\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-2ef03488 elementor-section-full_width hero-section elementor-section-height-default elementor-section-height-default\" data-id=\"2ef03488\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t\t<div class=\"elementor-background-overlay\"><\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-559cbcf5\" data-id=\"559cbcf5\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-40a949ee navigation elementor-widget elementor-widget-html\" data-id=\"40a949ee\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<a href=\"\/product\/\">PRODUCT<\/a> \/ <a href=\"\/resources\/\" id=\"not-active\">RESOURCES<\/a> \/ <a href=\"\/product\/framework\/\">FRAMEWORK<\/a>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-66888df elementor-widget elementor-widget-heading\" data-id=\"66888df\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Win\/Loss Analysis<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6bf34de8 elementor-widget__width-initial elementor-widget-mobile__width-inherit elementor-widget elementor-widget-text-editor\" data-id=\"6bf34de8\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>A win\/loss analysis is an objective, clear-eyed assessment of customers\u2019 experiences with your product, marketing, and sales processes. When done correctly, win\/loss analysis helps you understand why a customer did or did not purchase your product. This information provides detailed insight into your customers, competitors, and opportunities to pivot sales strategies or improve products.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-719be31f elementor-section-full_width elementor-reverse-mobile elementor-section-height-default elementor-section-height-default\" data-id=\"719be31f\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-24c15c31\" data-id=\"24c15c31\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3e55bfcb elementor-widget elementor-widget-image\" data-id=\"3e55bfcb\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"67\" height=\"86\" src=\"https:\/\/www.pragmaticinstitute.com\/product\/wp-content\/uploads\/sites\/3\/2021\/11\/quote-white-c.png\" class=\" attachment-large size-large wp-image-9004111222960312\" alt=\"white quotation marks\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-588438f4 elementor-widget elementor-widget-heading\" data-id=\"588438f4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<span class=\"elementor-heading-title elementor-size-default\">When done correctly, win\/loss analysis helps you understand why a customer did or did not purchase your product.<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5b8f67cd elementor-widget elementor-widget-image\" data-id=\"5b8f67cd\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"32\" height=\"25\" src=\"https:\/\/www.pragmaticinstitute.com\/product\/wp-content\/uploads\/sites\/3\/2025\/02\/quote_close_w.png\" class=\" attachment-large size-large wp-image-9004111224735226\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-248b9d1d\" data-id=\"248b9d1d\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-c59698b elementor-widget elementor-widget-heading\" data-id=\"c59698b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">How to conduct a win\/loss analysis<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5085881f elementor-widget elementor-widget-text-editor\" data-id=\"5085881f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>While calling it an \u201canalysis\u201d sounds formal and rigorous, it\u2019s important to remember that win\/loss data can be gathered through thoughtful conversations with customers past and present. Start by identifying won and lost customers for the product or service you want to investigate. That might be a net new prospect your company \u201cwon\u201d (they became a customer), or a warm lead that you \u201clost\u201d (they didn\u2019t buy in the end), or anywhere in between.<\/p><p>Your goal is to gather honest, accurate feedback about their experience with the sales process, their perceptions of the product you were selling, and ultimately why they did or didn\u2019t purchase with you. While these conversations should not require much effort or preparation from the interviewee, interviewers should use the same set of questions for each of their win\/loss interviews to collect consistent answers.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-5d17551c elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"5d17551c\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-76c17c6d\" data-id=\"76c17c6d\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-54595889 elementor-widget elementor-widget-heading\" data-id=\"54595889\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Who should conduct win\/loss interviews?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-16fe08b7 elementor-widget elementor-widget-text-editor\" data-id=\"16fe08b7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Win\/loss interviews provide rich insight into your market problems, competitors, and customers\u2019 perceptions of your product and company. As such, product professionals should coordinate and lead win\/loss interviews. While sales teams might have existing relationships with won and lost customers, they may not be the best choice to lead these interviews. That\u2019s because the interviewees may not want to share negative feedback or jeopardize their relationship with a salesperson. For that reason, product managers and product owners are often appropriate choices to coordinate and lead win\/loss analysis because they can come to the interview as unbiased representatives.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-35bbf604 elementor-hidden-mobile\" data-id=\"35bbf604\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-177cab37 elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"177cab37\" data-element_type=\"section\" data-e-type=\"section\" id=\"framework-download\">\n\t\t\t\t\t\t\t<div class=\"elementor-background-overlay\"><\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-767e26af\" data-id=\"767e26af\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-683f2b98 elementor-widget elementor-widget-heading\" data-id=\"683f2b98\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Download The Pragmatic Framework<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-260d6295 elementor-widget elementor-widget-text-editor\" data-id=\"260d6295\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>To learn tips for conducting effective Win\/Loss Analysis interviews, download our guide to the Pragmatic Framework. There, we explore essential concepts that help real product teams build and market successful products. The key concepts of the Pragmatic Framework will help align your product, marketing, and sales teams to broader market needs and business goals.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cd6b9dd elementor-widget elementor-widget-html\" data-id=\"cd6b9dd\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<script src=\"https:\/\/js-na2.hsforms.net\/forms\/embed\/developer\/243179942.js\" defer><\/script>\n<div id=\"hubspot-form-container\" class=\"hs-form-html\" data-region=\"na2\" data-form-id=\"c639e692-bb9a-4ced-8068-d7df1675634b\" data-portal-id=\"243179942\"><\/div>\n\n<!-- Fallback message -->\n<div id=\"form-fallback\" style=\"display:none; margin-top:1rem; text-align:center; color:orange;\">\n  If you don\u2019t see the form, you might be using a private browser window. Please open this page in a regular window.\n<\/div>\n\n<script>\ndocument.addEventListener(\"DOMContentLoaded\", function () {\n  \/\/ Wait a bit for HubSpot script to render the form\n  setTimeout(() => {\n    const container = document.querySelector('#hubspot-form-container');\n    const hasForm = container && container.querySelector('form.hsfc-Form');\n    if (!hasForm) {\n      document.getElementById('form-fallback').style.display = 'block';\n    }\n  }, 3500); \n});\n<\/script>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-4274ebcd elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"4274ebcd\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1de96f09\" data-id=\"1de96f09\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5b86f14 elementor-widget__width-auto elementor-widget elementor-widget-heading\" data-id=\"5b86f14\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Have A Question?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-540382da elementor-widget__width-auto elementor-mobile-align-center elementor-widget-mobile__width-inherit elementor-widget elementor-widget-button\" data-id=\"540382da\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"\/contact-us\/\" target=\"_blank\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Contact Us<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>PRODUCT \/ RESOURCES \/ FRAMEWORK Win\/Loss Analysis A win\/loss analysis is an objective, clear-eyed assessment of customers\u2019 experiences with your product, marketing, and sales processes. When done correctly, win\/loss analysis helps you understand why a customer did or did not purchase your product. This information provides detailed insight into your customers, competitors, and opportunities to [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":9004111223568291,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"elementor_header_footer","meta":{"footnotes":""},"p-page-lifecycle":[],"vertical":[],"class_list":["post-9004111224735312","page","type-page","status-publish","has-post-thumbnail","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Ultimate Guide to Win\/Loss Analysis | Pragmatic Institute<\/title>\n<meta name=\"description\" content=\"Win\/loss analysis provides one-of-a-kind market intelligence that gets to the root of why recent evaluators decided to buy (or not buy) from you.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.pragmaticinstitute.com\/product\/framework\/win-loss-analysis\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Ultimate Guide to Win\/Loss Analysis | Pragmatic Institute\" \/>\n<meta property=\"og:description\" content=\"Win\/loss analysis provides one-of-a-kind market intelligence that gets to the root of why recent evaluators decided to buy (or not buy) from you.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.pragmaticinstitute.com\/product\/framework\/win-loss-analysis\/\" \/>\n<meta property=\"og:site_name\" content=\"Pragmatic Institute - Product\" \/>\n<meta property=\"article:modified_time\" content=\"2025-09-12T18:07:23+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.pragmaticinstitute.com\/product\/wp-content\/uploads\/sites\/3\/2022\/07\/winlossreport.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.pragmaticinstitute.com\/product\/framework\/win-loss-analysis\/\",\"url\":\"https:\/\/www.pragmaticinstitute.com\/product\/framework\/win-loss-analysis\/\",\"name\":\"The Ultimate Guide to Win\/Loss Analysis | Pragmatic Institute\",\"isPartOf\":{\"@id\":\"https:\/\/www.pragmaticinstitute.com\/product\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.pragmaticinstitute.com\/product\/framework\/win-loss-analysis\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.pragmaticinstitute.com\/product\/framework\/win-loss-analysis\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.pragmaticinstitute.com\/product\/wp-content\/uploads\/sites\/3\/2022\/07\/winlossreport.jpg\",\"datePublished\":\"2025-02-04T20:48:13+00:00\",\"dateModified\":\"2025-09-12T18:07:23+00:00\",\"description\":\"Win\/loss analysis provides one-of-a-kind market intelligence that gets to the root of why recent evaluators decided to buy (or not buy) from you.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.pragmaticinstitute.com\/product\/framework\/win-loss-analysis\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.pragmaticinstitute.com\/product\/framework\/win-loss-analysis\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.pragmaticinstitute.com\/product\/framework\/win-loss-analysis\/#primaryimage\",\"url\":\"https:\/\/www.pragmaticinstitute.com\/product\/wp-content\/uploads\/sites\/3\/2022\/07\/winlossreport.jpg\",\"contentUrl\":\"https:\/\/www.pragmaticinstitute.com\/product\/wp-content\/uploads\/sites\/3\/2022\/07\/winlossreport.jpg\",\"width\":1920,\"height\":1080,\"caption\":\"Reporting a win loss report\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.pragmaticinstitute.com\/product\/framework\/win-loss-analysis\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.pragmaticinstitute.com\/product\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Framework Box &#8211; 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