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Win-Loss Analysis: Find Out What Really Wins or Loses Deals --- Based on How Buyers Talk

Last updated: May 9, 2025

TL;DR: What this template does

This template analyzes sales calls from both won and lost deals to identify the themes, objections, and decision factors that drive outcomes.
Upload your closed deals, and receive a quote-backed win-loss report with clear patterns.

Why win-loss isn't a spreadsheet --- it's a story

You can’t improve your close rate without understanding why you won (or lost).

This template analyzes buyer behavior, tone, and language — giving you insight into what made the difference.

Definition: Win-loss analysis is the practice of evaluating post-deal conversations to extract the buyer-side reasoning that led to a close or disqualification — sourced from actual buyer language.

How does this template work?

Step 1: Upload Calls from Closed Deals

Use calls tagged “Closed Won” and “Closed Lost” in your CRM
Accepts video, audio, or transcripts
Best with 15–30 calls per cycle

Step 2: Extract Themes — Decision Criteria Evaluation

AI clusters factors like pricing, timing, stakeholder involvement, trust, urgency
Tags turning points in buyer language
Detects common patterns in wins vs losses

Step 3: Output — Win-Loss Report

Theme map by outcome type
Top win drivers + common loss reasons with quote examples
Downloadable for GTM, leadership, and enablement teams

What benefits does this template provide?

Benefit	Description	Impact
Deal Outcome Clarity	See what really moved or killed deals	Improve close rate
Strategic Feedback Loop	Share insights with product, marketing, and execs	Align roadmap + positioning
Sales Coaching at Scale	Coach based on what winning reps do differently	Lift team-wide performance
Pattern Recognition	Spot systemic issues or competitive threats early	Improve forecasting + GTM

How do different teams use this template?

Sales Enablement — Train reps using winning language
Founders & CROs — Understand how to win more deals
PMMs — Refine messaging based on loss patterns
RevOps — Add narrative depth to pipeline metrics

Frequently Asked Questions

What does this feature do?

It analyzes sales calls and conversations to identify key factors that contribute to winning or losing deals. By understanding how buyers express their concerns, motivations, and emotions, you can gain actionable insights to improve future sales strategies.