Sales
Win/Loss Analysis
Log closed deals with the real reason, see your win rate, what loses deals and who beats you, and change one thing each quarter.
- Time: 30 min to set up, 15 min monthly
- With: Sales managers, account executives, product
- You get: Win rate, reasons and one improvement to make
How to use this worksheet
- Add every closed deal from the last quarter: won, lost and no decision.
- For lost and stalled deals pick the main reason. Ask the customer if you can: their answer beats your guess.
- Note which competitor won and what you learned.
- Read the summary and choose one change for the next quarter, for example earlier economic buyer contact.
Closed deals
One row per deal. Outcome and value are used in the calculation.
Prompts
Ask yourself
- Is the reason from the customer or from your CRM drop-down?
- How many losses are really no decisions?
Results
Before you finish
- Reasons come from customer conversations, not only from reps.
- No-decision deals are logged, not hidden.
- You picked one change for next quarter.
Why no decision matters
Many teams track only wins and losses to competitors. In practice a large share of lost opportunities ends in no decision: the customer keeps the status quo. That usually means the cost of the problem was not clear enough.
Win rate by count and by value tell different stories. A good count but low value win rate suggests you win small deals and lose big ones.
Recommended reading
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- The Qualified Sales LeaderJohn McMahon
A CRO's playbook for qualifying deals with MEDDPICC and coaching teams to forecast honestly.
- The Sales Acceleration FormulaMark Roberge
Data-driven sales hiring, training and management from HubSpot's early growth.
- The Challenger SaleMatthew Dixon & Brent Adamson
Why teaching customers something new beats relationship selling in complex B2B deals.