Understanding win/loss analysis
Win/loss analysis captures why your competitive deals were won or lost against a specific competitor, so recurring reasons turn into sharper guidance for your reps. Anyone on your team can open it and read the patterns.
Where win/loss analysis lives
Section titled “Where win/loss analysis lives”Win/loss analysis isn’t a separate menu — it lives inside a battlecard, on the Win Loss Analysis tab. Every competitor you sell against has its own tab, so the wins and losses you see are always scoped to that one competitor.
To open it, open the competitor’s battlecard, then click the Win Loss Analysis tab.
What you’ll see
Section titled “What you’ll see”The tab has two parts:
- A won/lost reasons summary — a “Won because… / Lost because…” donut that rolls up the most common reasons across the deals you’ve recorded, with the share each reason accounts for. It’s the quick answer to “what actually wins and loses us these deals?” The summary appears once you have deals recorded.
- Recent deals — a newest-first list of the individual deals logged against this competitor. Expand any deal to see why it was won or lost, who else was in the deal, and the notes attached to it.
Why it matters
Section titled “Why it matters”One deal is an anecdote; fifty deals are a pattern. When your team consistently records outcomes, the summary shows which strengths keep closing deals and which objections keep costing them — evidence you can feed straight back into the battlecard’s positioning and objection handling.
Add your own deals
Section titled “Add your own deals”The analysis is only as good as the deals in it. There are two ways to add them:
- Record a won or lost deal manually from the tab.
- Link a deal from your CRM if you have a CRM connected.