Win-Loss Analysis

The Truth

Your sales team will never tell you why you really lost. Your prospects will.

Learning

Lost deals are expensive lessons you've already paid for. The only question is whether you'll learn from them.

Impartial

Most companies guess why they lose. Smart companies get the truth from an impartial third party who knows how to dig deep.

The brutal reality of why deals die.

Your CRM says you lost because of:

  • "Budget constraints" (28% of losses)
  • "Went with competitor" (24% of losses)
  • "No decision" (21% of losses)
  • "Timing not right" (18% of losses)

Here's what actually happened:

  • Your demo confused them
  • Your champion had no power
  • Your pricing made no sense
  • Your sales process annoyed them
  • Your product missed the mark

But they'll never tell YOU that. They will tell me.

 

Why external win-loss analysis works.

When your sales team follows up, prospects give polite excuses. When an independent analyst calls, they share:

  • What really frustrated them
  • Which competitor features mattered
  • The internal politics you missed
  • Why your champion failed
  • The moment they decided against you

After conducting hundreds of loss interviews, I know exactly where to probe:

  • The unstated requirements you missed
  • The evaluation criteria that mattered
  • The internal dynamics at play
  • The real decision timeline
  • What would have changed their mind

Your team is emotionally invested. They make excuses, blame pricing, or dismiss feedback. I'm paid to find patterns and deliver truth, not protect egos.

 

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The Setup

  • You provide contact details for recent wins/losses
  • I reach out as an independent analyst
  • 30-minute conversational interview
  • Complete confidentiality assured
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The Interview

  • Their real evaluation process
  • Critical decision moments
  • Unstated objections
  • Competitive positioning
  • What would have won the deal
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The Analysis

  • Detailed interview notes
  • Pattern analysis across interviews
  • Specific recommendations
  • Competitive intelligence
  • Process improvement roadmap

What my clients discover

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9.7

We were losing 40% of deals in the security review. Turns out our sales team was triggering it unnecessarily. Fixed in a week.

CRO, Cybersecurity Startup
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9.1

Found out our 'champion' contacts had no budget authority in 8 out of 10 losses. Completely changed our qualification process.

Founder, MarTech SaaS
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10.0

Discovered competitors were offering risk-free pilots. We weren't. Started offering them. Win rate up 35%.

VP Sales, FinTech

Pricing

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Starter

Best for: Companies wanting to test the process or investigate one critical deal

£
250

Features

  • One deep-dive interview with your chosen win or loss
  • Detailed interview transcript with key moments highlighted
  • Deal analysis revealing the real story behind the decision
  • 48-hour turnaround from interview to insights
  • Email support for follow-up questions
Buy service
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Recommended

Insights

Best for: Companies ready to understand why they really win, lose and actionable patterns

£
1150

Features

  • 5 Interview package
  • Strategic mix selection i.e. (3 losses, 2 wins) for comparison
  • Pattern identification report showing trends across deals
  • Executive summary with top 3 revenue fixes
  • 30-minute debrief call to discuss findings and next steps
Buy service
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Strategic

Best for: Companies serious about systematic revenue improvement

£
2000

Features

  • 10 Interview package
  • Segment analysis comparing different deal types/sizes/industries
  • Full competitive positioning map based on prospect feedback
  • 90-day revenue improvement roadmap with prioritised actions
  • Team recommendations to align sales, marketing, and product
Buy service

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Interested in Win-Loss analysis? Let's uncover the real reasons behind your deals.

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