What is win/loss analysis?

Interview buyers shortly after a decision, won or lost, ideally through someone who was not on the deal. Ask what they were trying to solve, who else they considered and what tipped it. Code the answers, combine them with CRM data, and look for patterns across a quarter rather than lessons from one deal.

Correcting the story a company tells itself. Sales teams tend to attribute losses to price and wins to relationships; buyers often describe something else entirely. The output feeds positioning, the roadmap and the battlecards, and it is one of the few sources of competitive intelligence that comes from the buyer.

No. It interviews nobody and sees no CRM. What a brief can add is context: when buyers in your loss interviews start citing a concern, the public record often shows where that concern came from — an operator’s talk, a widely shared post — and who else is saying it.