{"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":"2026-11-12T17:38:03","modified_gmt":"2026-11-12T17:38:03","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-3b2f15e elementor-section-full_width elementor-section-stretched elementor-section-height-default elementor-section-height-default\" data-id=\"3b2f15e\" data-element_type=\"section\" data-e-type=\"section\" 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p{color:#d7e4e8}\r\n.pfa-book{perspective:1600px;display:flex;justify-content:center;margin:36px 0 0;padding:0 44px 12px 0}.pfa-book span{display:block;position:relative;transform-style:preserve-3d;transform:rotateY(-28deg) rotateX(4deg);transition:transform .6s cubic-bezier(.2,.7,.2,1)}.pfa-book:hover span{transform:rotateY(-12deg) rotateX(2deg) translateY(-6px)}@media (prefers-reduced-motion:reduce){.pfa-book span{transition:none}}.pfa-book img{display:block;width:100%;max-width:250px;height:auto;border-radius:2px 6px 6px 2px;box-shadow:0 30px 50px -20px rgba(2,16,24,.7)}.pfa-book span:before{content:\"\";position:absolute;inset:0;z-index:2;pointer-events:none;border-radius:2px 6px 6px 2px;background:linear-gradient(90deg,rgba(255,255,255,.1) 0,rgba(0,0,0,.38) 1.2%,rgba(255,255,255,.16) 2.6%,rgba(0,0,0,.1) 4.2%,rgba(0,0,0,0) 7%)}.pfa-book span:after{content:\"\";position:absolute;top:5px;bottom:5px;left:calc(100% - 3px);width:40px;transform-origin:left center;transform:rotateY(90deg);background:linear-gradient(90deg,rgba(0,0,0,.18),rgba(0,0,0,0) 20%,rgba(0,0,0,0) 80%,rgba(0,0,0,.22) 95%,var(--mid) 95%),repeating-linear-gradient(90deg,#fbfbf8 0,#fbfbf8 1.6px,#d9dcdc 1.6px,#d9dcdc 2.2px)}\r\n.pfa-form{background:var(--white);color:var(--ink);padding:32px 32px 20px;border-top:4px solid var(--orange)}\r\n.pfa-form h3{font-family:Roboto,sans-serif;font-size:1.25rem;font-weight:700;color:var(--ink);margin:0 0 6px;text-transform:none;letter-spacing:0}\r\n.pfa .pfa-form > p{color:var(--body)!important;font-size:.9375rem;margin:0 0 18px}\r\n@media (max-width:1024px){.pfa-hero-grid,.pfa-two,.pfa-fit,.pfa-dl-grid{grid-template-columns:1fr;gap:40px}.pfa-hero{text-align:center}.pfa p.pfa-q,.pfa-hero p.pfa-lede{margin-left:auto;margin-right:auto}.pfa-actions{justify-content:center}.pfa-art svg{margin:0 auto;max-width:420px}.pfa p.pfa-legend{justify-content:center}.pfa-steps{grid-template-columns:1fr}}\r\n@media (max-width:767px){.pfa-wrap{padding:0 16px}.pfa-hero{padding:28px 0 64px}.pfa-crumbs{margin-bottom:36px}.pfa-sec,.pfa-dl{padding:64px 0}.pfa-hero p.pfa-lede{font-size:1.125rem}.pfa-quote{padding:32px 24px}.pfa-cat{padding:26px 22px}.pfa-form{padding:26px 18px 14px}.pfa-course{flex-direction:column;align-items:flex-start}.pfa-book{margin-top:28px}.pfa-book img{max-width:190px}}\r\n<\/style>\r\n<div class=\"pfa\">\r\n<section class=\"pfa-hero\">\r\n <div class=\"pfa-wrap\">\r\n  <nav class=\"pfa-crumbs\" aria-label=\"Breadcrumb\"><a href=\"\/product\/framework\/\">The Pragmatic Framework<\/a><span>\/<\/span>Market<span>\/<\/span>Win\/Loss Analysis<\/nav>\r\n  <div class=\"pfa-hero-grid\">\r\n   <div>\r\n    <p class=\"pfa-eyebrow\">Market &middot; Focus area<\/p>\r\n    <h1 class=\"pfa-h\">Win<span class=\"pfa-sl\">\/<\/span>Loss Analysis<\/h1>\r\n    <p class=\"pfa-q\">Why did recent evaluators buy from us, or not?<\/p>\r\n    <p class=\"pfa-lede\">Win\/loss analysis is the process of understanding why recent evaluators did or didn&rsquo;t buy from you. It helps you identify your real competitors, see how buyers judge your pricing and features, and understand how they make decisions.<\/p>\r\n    <div class=\"pfa-actions\"><a class=\"pfa-btn\" href=\"#framework-download\">Download the Framework<\/a><a class=\"pfa-link\" href=\"\/product\/framework\/\">Explore all 37 focus areas<\/a><\/div>\r\n   <\/div>\r\n   <div class=\"pfa-art\"><svg viewBox=\"0 0 442 332\" role=\"img\" aria-label=\"The Pragmatic Framework grid with Win\/Loss Analysis highlighted in the Market category\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><rect x=\"0\" y=\"40\" width=\"58\" height=\"34\" rx=\"2\" style=\"fill:var(--teal)\"\/><rect x=\"0\" y=\"80\" width=\"58\" height=\"34\" rx=\"2\" style=\"fill:var(--teal)\"\/><rect x=\"0\" y=\"120\" width=\"58\" height=\"34\" rx=\"2\" style=\"fill:var(--teal)\"\/><rect x=\"0\" y=\"178\" width=\"58\" height=\"34\" rx=\"2\" style=\"fill:var(--orange)\"\/><rect x=\"0\" y=\"218\" width=\"58\" height=\"34\" rx=\"2\" style=\"fill:var(--teal)\"\/><rect x=\"64\" y=\"40\" width=\"58\" height=\"34\" rx=\"2\" fill=\"#054255\"\/><rect x=\"64\" y=\"80\" width=\"58\" height=\"34\" rx=\"2\" fill=\"#054255\"\/><rect x=\"64\" y=\"120\" width=\"58\" height=\"34\" rx=\"2\" fill=\"#054255\"\/><rect x=\"64\" y=\"178\" width=\"58\" height=\"34\" rx=\"2\" fill=\"#0e4f5f\"\/><rect x=\"128\" y=\"0\" width=\"58\" height=\"34\" rx=\"2\" fill=\"#054255\"\/><rect x=\"128\" y=\"40\" width=\"58\" height=\"34\" rx=\"2\" fill=\"#054255\"\/><rect x=\"128\" y=\"80\" width=\"58\" height=\"34\" rx=\"2\" fill=\"#054255\"\/><rect x=\"128\" y=\"120\" width=\"58\" height=\"34\" rx=\"2\" fill=\"#054255\"\/><rect x=\"128\" y=\"178\" width=\"58\" height=\"34\" rx=\"2\" fill=\"#0e4f5f\"\/><rect x=\"192\" y=\"0\" width=\"58\" height=\"34\" rx=\"2\" fill=\"#054255\"\/><rect x=\"192\" y=\"40\" width=\"58\" height=\"34\" rx=\"2\" fill=\"#054255\"\/><rect x=\"192\" y=\"80\" width=\"58\" height=\"34\" rx=\"2\" fill=\"#054255\"\/><rect x=\"192\" y=\"120\" width=\"58\" height=\"34\" rx=\"2\" fill=\"#054255\"\/><rect x=\"192\" y=\"178\" width=\"58\" height=\"34\" rx=\"2\" fill=\"#0e4f5f\"\/><rect x=\"192\" y=\"218\" width=\"58\" height=\"34\" rx=\"2\" fill=\"#0e4f5f\"\/><rect x=\"192\" y=\"258\" width=\"58\" height=\"34\" rx=\"2\" fill=\"#0e4f5f\"\/><rect x=\"256\" y=\"0\" width=\"58\" height=\"34\" rx=\"2\" fill=\"#054255\"\/><rect x=\"256\" y=\"40\" width=\"58\" height=\"34\" rx=\"2\" fill=\"#054255\"\/><rect x=\"256\" y=\"80\" width=\"58\" height=\"34\" rx=\"2\" fill=\"#054255\"\/><rect x=\"256\" y=\"120\" width=\"58\" height=\"34\" rx=\"2\" fill=\"#054255\"\/><rect x=\"256\" y=\"178\" width=\"58\" height=\"34\" rx=\"2\" fill=\"#0e4f5f\"\/><rect x=\"256\" y=\"218\" width=\"58\" height=\"34\" rx=\"2\" fill=\"#0e4f5f\"\/><rect x=\"256\" y=\"258\" width=\"58\" height=\"34\" rx=\"2\" fill=\"#0e4f5f\"\/><rect x=\"256\" y=\"298\" width=\"58\" height=\"34\" rx=\"2\" fill=\"#0e4f5f\"\/><rect x=\"320\" y=\"178\" width=\"58\" height=\"34\" rx=\"2\" fill=\"#0e4f5f\"\/><rect x=\"320\" y=\"218\" width=\"58\" height=\"34\" rx=\"2\" fill=\"#0e4f5f\"\/><rect x=\"320\" y=\"258\" width=\"58\" height=\"34\" rx=\"2\" fill=\"#0e4f5f\"\/><rect x=\"320\" y=\"298\" width=\"58\" height=\"34\" rx=\"2\" fill=\"#0e4f5f\"\/><rect x=\"384\" y=\"178\" width=\"58\" height=\"34\" rx=\"2\" fill=\"#0e4f5f\"\/><rect x=\"384\" y=\"218\" width=\"58\" height=\"34\" rx=\"2\" fill=\"#0e4f5f\"\/><rect x=\"384\" y=\"258\" width=\"58\" height=\"34\" rx=\"2\" fill=\"#0e4f5f\"\/><rect x=\"384\" y=\"298\" width=\"58\" height=\"34\" rx=\"2\" fill=\"#0e4f5f\"\/><rect x=\"0\" y=\"160\" width=\"442\" height=\"12\" rx=\"2\" style=\"fill:var(--teal)\" opacity=\".55\"\/><\/svg>\r\n    <p class=\"pfa-legend\"><span><i style=\"background:var(--orange)\"><\/i>Win\/Loss Analysis<\/span><span><i style=\"background:var(--teal)\"><\/i>Market category<\/span><\/p>\r\n   <\/div>\r\n  <\/div>\r\n <\/div>\r\n<\/section>\r\n<section class=\"pfa-sec\">\r\n <div class=\"pfa-wrap pfa-two\">\r\n  <div><h2 class=\"pfa-h\">What is win<span class=\"pfa-sl\">\/<\/span>loss analysis?<\/h2><p>A win\/loss analysis is an objective assessment of buyers&rsquo; experiences with your product, marketing and sales processes. It shows why a buyer did or did not purchase your product, and it gives you detail about your customers, your competitors and where to adjust your sales approach or improve the product.<\/p><p>It also shows how well sales and marketing are working, because the feedback comes from the people who just went through your buying process.<\/p><p>In the 2027 edition of the Pragmatic Framework, Win\/Loss Analysis moved below the bar. Focus areas above the bar center on the market, and focus areas below it center on the product.<\/p><\/div>\r\n  <aside class=\"pfa-quote\"><blockquote>&ldquo;Your opinion, although interesting, is irrelevant.&rdquo;<\/blockquote><p>The Pragmatic Institute mantra<\/p><\/aside>\r\n <\/div>\r\n<\/section>\r\n<section class=\"pfa-sec pfa-mist\">\r\n <div class=\"pfa-wrap\">\r\n  <p class=\"pfa-eyebrow\">Step by step<\/p>\r\n  <h2 class=\"pfa-h\">How to conduct a win<span class=\"pfa-sl\">\/<\/span>loss analysis<\/h2>\r\n  <ol class=\"pfa-steps\"><li><h3>Identify recent wins and losses<\/h3><p>Start with won and lost evaluators for the product you want to investigate, including prospects who became customers and leads who decided not to buy.<\/p><\/li><li><h3>Have someone outside sales run the interviews<\/h3><p>Evaluators give more honest feedback when the interviewer isn&rsquo;t from sales. Interview them two to four weeks after their decision.<\/p><\/li><li><h3>Look for patterns across deals<\/h3><p>Win\/loss analysis needs a methodical approach. Repeat the process across at least 10 deals to find the patterns behind why you win and lose.<\/p><\/li><\/ol>\r\n <\/div>\r\n<\/section>\r\n<section class=\"pfa-sec\">\r\n <div class=\"pfa-wrap pfa-fit\">\r\n  <div>\r\n   <p class=\"pfa-eyebrow\">In the Framework<\/p>\r\n   <h2 class=\"pfa-h\">Where Win<span class=\"pfa-sl\">\/<\/span>Loss Analysis fits<\/h2>\r\n   <p>Win\/Loss Analysis sits in the Market category, alongside Market Problems, Product Strategy, Distinctive Competencies and Competitive Landscape.<\/p>\r\n  <\/div>\r\n  <div class=\"pfa-cat\">\r\n   <p class=\"pfa-eyebrow\">Market category<\/p>\r\n   <p class=\"pfa-catq\">What problems does the market have, and where can we win?<\/p>\r\n   <p>To build products your market wants to buy, you first need to understand the market&rsquo;s problems, needs and desired outcomes. Market work starts outside the building: talking with buyers, users and people who chose not to buy, studying the alternatives they use today, and naming what your organization does better than anyone else.<\/p>\r\n   <ul class=\"pfa-chips\"><li><span>Market Problems<\/span><\/li><li><span>Product Strategy<\/span><\/li><li><span>Distinctive Competencies<\/span><\/li><li><span class=\"pfa-here\" aria-current=\"page\">Win\/Loss Analysis<\/span><\/li><li><span>Competitive Landscape<\/span><\/li><\/ul>\r\n   <div class=\"pfa-next\"><a href=\"\/product\/framework\/market-problems\/\">Read next: Market Problems &rarr;<\/a><\/div>\r\n  <\/div>\r\n <\/div>\r\n<\/section>\r\n<section class=\"pfa-dl\" id=\"framework-download\">\r\n <div class=\"pfa-wrap pfa-dl-grid\">\r\n  <div>\r\n   <p class=\"pfa-eyebrow\">Free guide<\/p>\r\n   <h2 class=\"pfa-h\">Download the Pragmatic Framework<\/h2>\r\n   <p>The Product Professionals' Guide to the Pragmatic Framework, 2027 edition, walks through all 37 focus areas in 7 categories, the question each one answers and what changed in the first major update to the Framework.<\/p>\r\n   <div class=\"pfa-book\"><span><img loading=\"lazy\" decoding=\"async\" src=\"\/product\/wp-content\/uploads\/sites\/3\/2026\/11\/Pragmatic-Framework-Guide-2027-cover-791x1024.jpg\" alt=\"The Product Professionals' Guide to the Pragmatic Framework, 2027 edition\" loading=\"lazy\" width=\"791\" height=\"1024\"><\/span><\/div>\r\n  <\/div>\r\n  <div class=\"pfa-form\"><h3>Get the free guide<\/h3><p>Fill out the form and the guide is yours.<\/p><script src=\"https:\/\/js-na2.hsforms.net\/forms\/embed\/developer\/243179942.js\" defer><\/script>\r\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>\r\n\r\n<!-- Fallback message -->\r\n<div id=\"form-fallback\" style=\"display:none; margin-top:1rem; text-align:center; color:orange;\">\r\n  If you don\u2019t see the form, you might be using a private browser window. Please open this page in a regular window.\r\n<\/div>\r\n\r\n<script>\r\ndocument.addEventListener(\"DOMContentLoaded\", function () {\r\n  \/\/ Wait a bit for HubSpot script to render the form\r\n  setTimeout(() => {\r\n    const container = document.querySelector('#hubspot-form-container');\r\n    const hasForm = container && container.querySelector('form.hsfc-Form');\r\n    if (!hasForm) {\r\n      document.getElementById('form-fallback').style.display = 'block';\r\n    }\r\n  }, 3500);\r\n});\r\n<\/script><\/div>\r\n <\/div>\r\n<\/section>\r\n<\/div>\r\n\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>The Pragmatic Framework\/Market\/Win\/Loss Analysis Market &middot; Focus area Win\/Loss Analysis Why did recent evaluators buy from us, or not? Win\/loss analysis is the process of understanding why recent evaluators did or didn&rsquo;t buy from you. It helps you identify your real competitors, see how buyers judge your pricing and features, and understand how they make [&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":"","_ppma_block_editor_authors":""},"p-page-lifecycle":[],"vertical":[],"ppma_author":[],"class_list":["post-9004111224735312","page","type-page","status-publish","has-post-thumbnail","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - 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 - Corporate\" \/>\n<meta property=\"article:modified_time\" content=\"2026-11-12T17:38:03+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\":\"2026-11-12T17:38:03+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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