2023 State of Win-Loss Analysis: Key Insights and Trends

Are you winning enough deals to drive revenue and fuel growth?

It’s more critical than ever to understand why you’re winning and losing deals, at least that’s what 98% of respondents reported in our 2023 State of Win-Loss Analysis survey.

Sponsored by Pragmatic Institute and Clozd, the survey gathered insights from hundreds of executives, sales, marketing, and product professionals to learn how they approach win-loss analysis–the results were enlightening.

  • Twice as many companies reported a win rate increase of at least 20%—and attribute it directly to their win-loss efforts.
  • 68% of companies that distribute win-loss data to the majority of their employees report an increase in win rate because of win-loss analysis.
  • 30% more companies are running ongoing, cross-functional win-loss analysis programs instead of project-based or department-specific programs.

How are other organizations leveraging win-loss analysis to identify gaps, increase alignment and increase profit?

Download the full report to find out!


  • Pragmatic Editorial Team

    The Pragmatic Editorial Team comprises a diverse team of writers, researchers, and subject matter experts. We are trained to share Pragmatic Institute’s insights and useful information to guide product, data, and design professionals on their career development journeys. Pragmatic Institute is the global leader in Product, Data, and Design training and certification programs for working professionals. Since 1993, we’ve issued over 250,000 product management and product marketing certifications to professionals at companies around the globe. For questions or inquiries, please contact [email protected].

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Pragmatic Institute Resources
Thumbnail of the 2023 state of win-loss analysis report by Clozd and Pragmatic Institute
2023 State of Win-Loss Analysis Report
Learn how companies that take a modern approach to win-loss analysis are experiencing significant improvement to their business outcomes

Download Report