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Most win-loss programs rely on rep self-report and CRM notes, and they miss why deals are really won or lost. This guide walks through a five-step program for collecting candid buyer feedback, calculating win rates, earning buy-in, and turning insights into higher win rates.

More than half of B2B deals marked "lost" were actually winnable. Win-loss analysis reveals why deals are really won and lost, giving revenue leaders the buyer evidence to recover revenue, coach the skills buyers value, and build the case for a formal program.

What is win-loss analysis? How does it work? And why does it matter for B2B revenue teams? Get the complete overview to understand your buyers' decisions.

Metrics found easily in win-loss and voice of the customer programs can show how you're tracking to your KPIs on overall business goals, operational efficiency, and the success of specific projects.

Companies often assume that NPS and customer satisfaction scores equal renewal intention, but that's not what customer data says. While a customer might provide a high score, it doesn't guarantee that they're achieving their desired results.

Sales needs to start using win-loss data to improve seller performance. According to buyers, 53% of lost deals were winnable if the sellers had done something differently. Learn how to obtain win-loss data from your buyers and use it to identify coaching opportunities for each of your sellers.