Win-loss analysis isn’t a priority, but it should be.

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tag-competitive-intelligence tag-articles tag-membership"> <div class="modal-overlay"></div> <div class="site-wrapper"> <div class="inner nav-wrapper"> <div class="site-header-content"> <a href="/"> <div class="site-title"> <img class="site-logo" src="/content/images/size/w600/2024/08/PMA-FULL-LOGO-PRIMARY--ON-WHITE--1.png" alt="Product Marketing Alliance" /> </div> </a> </div> <nav class="site-nav"> <div class="site-nav-left"> <div class="nav-login"> <a class="button primary small" href="/signin/">Log in</a> <span id="dropdown"><button class="button primary small button-green" id="dropbtn">Membership</button> <div id="dropdown-content"> <a class="modular-navigation-item modular-navigation-item-list-wrapper" href="/signup/"><h6>Individual</h6></a> <a class="modular-navigation-item modular-navigation-item-list-wrapper" href="/signup/?membership-type=teams"><h6>Teams</h6></a> </div> </span> </div> <a href="/content-hub/"> <div class="nav-icons nav-search"> <svg 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modular-navigation-item" href="/teams/"> <h6>Get a team membership</h6> </a> </div> </div> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>Why pick PMA?</h5> <p>See what our members say</p> <div class="modular-navigation-item-sub-wrapper"> <a class="modular-navigation-item-third modular-navigation-item" href="/membership-reviews/"> <h6>Membership reviews</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/tag/membership-case-studies/"> <h6>Membership case studies</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/membership-samples/"> <h6>Sample what’s inside</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/insider-membership-plan/"> <h6>Get freemium membership</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/5-essential-day-to-day-templates-for-successful-product-marketers/"> <h6>Templates for success</h6> </a> </div> </div> </div> </div> <div class="modular-navigation-wrapper"> <div class="modular-navigation-main modular-navigation-main-width-list">Resources</div> <div class="modular-navigation-item-wrapper" style="display: none;"> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>Content hub</h5> <p>Unlimited resources on tap</p> <div class="modular-navigation-item-sub-wrapper"> <a class="modular-navigation-item-third modular-navigation-item" href="/content-hub/?filter=articles"> <h6>Articles</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/product-marketing-fix/"> <h6>Presentations</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/content-hub/?filter=ebooks"> <h6>eBooks</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/content-hub/?filter=guides"> <h6>Guides</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://media.thealliance.io/podcasts/?filter=podcast-filter-community-pma" target="_blank"> <h6>Podcasts</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/content-hub/?filter=reports"> <h6>Reports</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/content-hub/?filter=webinars"> <h6>Webinars</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/content-hub/"> <h6>View all resources</h6> </a> </div> </div> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>Research & reports</h5> <p>Industry insights from us</p> <div class="modular-navigation-item-sub-wrapper"> <a class="modular-navigation-item-third modular-navigation-item" href="/product-marketing-salary-survey-report/"> <h6>Product Marketing Salary Report</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/state-of-product-marketing-report/ "> <h6>State of Product Marketing</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/state-of-product-marketing-leadership-report/"> <h6>State of Product Marketing Leadership</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/the-state-of-go-to-market-report-2022/"> <h6>State of Go-to-Market</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/product-marketing-tech-stack/"> <h6>Product Marketing Tools of Choice</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/product-marketing-influencers-2023/"> <h6>Top 100 Product Marketing Influencers</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/product-marketing-resources/"> <h6>View all reports</h6> </a> </div> </div> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>Guides</h5> <p>Brush up on the essentials</p> <div class="modular-navigation-item-sub-wrapper"> <a class="modular-navigation-item-third modular-navigation-item" href="/what-is-product-marketing/"> <h6>What is product marketing?</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/product-marketing-framework/"> <h6>Product marketing framework</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/your-guide-to-competitive-intelligence/"> <h6>Competitive intelligence</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/your-guide-to-pricing/"> <h6>Pricing</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/okrs/"> <h6>OKRs</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/your-guide-to-positioning/"> <h6>Positioning</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/your-guide-to-go-to-market-strategies/"> <h6>Go-to-Market</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/tag/guides/"> <h6>View all guides</h6> </a> </div> </div> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>Best of the rest</h5> <p>Highlights from the site</p> <div class="modular-navigation-item-sub-wrapper"> <a class="modular-navigation-item-third modular-navigation-item" href="https://pmmgpt.com"> <h6>PMM-GPT</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/product-marketing-iq/"> <h6>PMM IQ test</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/product-marketing-leadership-resources/"> <h6>Product Marketing Leadership Portal</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/product-marketing-newsletter/"> <h6>Newsletter</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/your-definitive-product-marketing-reading-list/"> <h6>Product marketing books</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://tools.productmarketingalliance.com/"> <h6>Product marketing tech stack</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/salarycalculator/"> <h6>Salary calculator</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/create-and-contribute/"> <h6>Create and contribute</h6> </a> </div> </div> </div> </div> <div class="modular-navigation-wrapper"> <div class="modular-navigation-main modular-navigation-main-width-list">Certification</div> <div class="modular-navigation-item-wrapper" style="display: none;"> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>Product Marketing Core</h5> <p>The A to Z of product marketing essentials</p> <div class="modular-navigation-item-sub-wrapper"> <p style="color:#ff5d4c;">PMMC - Level 1</p> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/on-demand/product-marketing-certified-core" target="_blank"> <h6>Product Marketing Certified: Core</h6> <p>On-demand</p> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/live-online/product-marketing-certified-core" target="_blank"> <h6>Live & online</h6> <p>Part-time or full-time</p> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/in-person/product-marketing-certified-core-live-and-in-person" target="_blank"> <h6>Live & in-person</h6> <p>Pick your city</p> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/on-demand/b2c-product-marketing-certified-core target="_blank""> <h6>B2C Product Marketing Certified</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/on-demand/customer-marketing-certified" target="_blank"> <h6>Customer Marketing Certified</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/on-demand/product-marketing-certified-core" target="_blank"> <h6>Product-Led Growth Certified</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/#core-certifications" target="_blank"> <h6>View all Core</h6> </a> </div> </div> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>Product Marketing Certified: Advanced</h5> <p>Establish your influence and strategic value</p><br> <div class="modular-navigation-item-sub-wrapper"> <p style="color:#ff5d4c;">PMMC II - Level 2</p> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/on-demand/advanced-product-marketing-certified" target="_blank"> <h6>Product Marketing Certified: Advanced</h6> <p>On-demand</p> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/on-demand/messaging-certified" target="_blank"> <h6>Messaging Certified</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/on-demand/narrative-design-certified" target="_blank"> <h6>Narrative Design Certified</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/on-demand/positioning-certified-masters" target="_blank"> <h6>Positioning Certified</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/on-demand/pricing-certified-masters" target="_blank"> <h6>Pricing Certified</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/on-demand/go-to-market-certified-masters" target="_blank"> <h6>Go-to-Market Certified</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/#advanced-certifications" target="_blank"> <h6>All Product Marketing masters</h6> </a> </div> </div> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>Product Marketing Certified: Leadership</h5> <p>The ultimate roadmap for product marketing leaders</p> <div class="modular-navigation-item-sub-wrapper"> <p style="color:#ff5d4c;">PMMC III - Level 3</p> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/leadership-on-demand/product-marketing-certified-leadership"> <h6>Product Marketing Certified: Leadership</h6> <p>On-demand</p> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/accelerator-live-online/product-marketing-leadership-accelerator"> <h6>Product Marketing Leadership Accelerator</h6> <p>Live & online</p> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/#all-courses" target="_blank"> <h6>All product marketing courses</h6> </a> </div> </div> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>Product Marketing Training</h5> <p>Individual & org-wide options</p> <div class="modular-navigation-item-sub-wrapper"> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/product-marketing-team-training" target="_blank"> <h6>Team training</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/pmm-scholar-program/"> <h6>Scholar Program</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/the-product-marketing-certified-journey/"> <h6>Certification Journey</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/why-pmms-love-pmmc/"> <h6>Why PMMs ❤️ PMMC</h6> </a> </div> </div> </div> </div> <div class="modular-navigation-wrapper"> <div class="modular-navigation-main modular-navigation-main-width-list">Events</div> <div class="modular-navigation-item-wrapper" style="display: none;"> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>Virtual events & meetups</h5> <p>Connecting our global community</p> <div class="modular-navigation-item-sub-wrapper"> <a class="modular-navigation-item-third modular-navigation-item" href="https://virtual.productmarketingalliance.com/location/demos/" target="_blank"> <h6>Product Demos Summit | December 10</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/pmm-talks/" target="_blank"> <h6>PMM Talks</h6> <p>Knowledge worth knowing</p> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://community.productmarketingalliance.com/s/regional-chapters/" target="_blank"> <h6>PMM Meetups</h6> <p>City chapters</p> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/pmm-now/" target="_blank"> <h6>PMM Now</h6> <p>Exclusive live streams</p> </a> </div> </div> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>In-person summits</h5> <p>Coming to a city near you</p> <div class="modular-navigation-item-sub-wrapper"> <a class="modular-navigation-item-third modular-navigation-item" href="https://world.productmarketingalliance.com/location/chicago" target="_blank"> <h6>PMM Summit | Chicago | November 13 & 14</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://world.productmarketingalliance.com/location/toronto" target="_blank"> <h6>PMM Summit | Toronto | November 20 & 21</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://world.productmarketingalliance.com/location/london/" target="_blank"> <h6>PMM Summit | London | December 4 & 5</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://world.productmarketingalliance.com/location/washington/" target="_blank"> <h6>PMM Summit | Washington | January 30</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://world.productmarketingalliance.com/location/austin/" target="_blank"> <h6>PMM Summit | Austin | February 11 & 12</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://world.productmarketingalliance.com/location/newyork/" target="_blank"> <h6>PMM Summit | New York | March 13 & 14</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://world.productmarketingalliance.com/location/paris/" target="_blank"> <h6>PMM Summit | Paris | March 26</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://world.productmarketingalliance.com/" target="_blank"> <h6>Summit calendar 2024</h6> </a> </div> </div> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>Quick links & OnDemand</h5> <p>Plan ahead or catch up</p> <div class="modular-navigation-item-sub-wrapper"> <a class="modular-navigation-item-third modular-navigation-item" href="/pmm-ondemand/"> <h6>Catch up OnDemand</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://productmarketingall.typeform.com/to/hxI9MbBm" target="_blank"> <h6>Apply to speak</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://events.productmarketingalliance.com/" target="_blank"> <h6>All events</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://certified.productmarketingalliance.com/" target="_blank"> <h6>All courses</h6> </a> </div> </div> </div> </div> <div class="modular-navigation-wrapper"> <div class="modular-navigation-main modular-navigation-main-width-list">About</div> <div class="modular-navigation-item-wrapper" style="display: none;"> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>The basics</h5> <p>Our journey & how to reach us</p> <div class="modular-navigation-item-sub-wrapper"> <a class="modular-navigation-item-third modular-navigation-item" href="/about/"> <h6>Mission</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/contact/"> <h6>Contact</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/calling-all-sponsors-or-partners/"> <h6>Partner with us</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/press-resources/"> <h6>Press resources</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/case-studies/"> <h6>Case studies</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/help-centre/"> <h6>Help centre</h6> </a> </div> </div> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>Our people</h5> <p>AKA the building blocks of PMA</p> <div class="modular-navigation-item-sub-wrapper"> <a class="modular-navigation-item-third modular-navigation-item" href="/the-pma-team/"> <h6>PMA team</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/experts-in-residence/"> <h6>Experts in Residence</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/pma-founding-members/"> <h6>PMA Founding Members</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/careers/"> <h6>Careers</h6> </a> </div> </div> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>Get involved</h5> <p>Get your name published</p> <div class="modular-navigation-item-sub-wrapper"> <a class="modular-navigation-item-third modular-navigation-item" href="/calling-all-sponsors-or-partners/"> <h6>Get the media guide</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/community-partnerships/"> <h6>Community partnerships</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/pma-pulse-2023/"> <h6>PMA Pulse</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/contributor-guide/"> <h6>Create & contribute</h6> </a> </div> </div> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>Quick links</h5> <p>Our bread & butter</p> <div class="modular-navigation-item-sub-wrapper"> <a class="modular-navigation-item-third modular-navigation-item" href="/join-slack/"> <h6>Slack community</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/pma-consult/"> <h6>PMA Consult</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://certified.productmarketingalliance.com/" target="_blank"> <h6>Get certified</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/signup/"> <h6>Membership</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/product-marketing-framework/"> <h6>Product marketing framework</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/articles/"> <h6>Articles</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/product-marketing-resources/"> <h6>All reports</h6> </a> </div> </div> </div> </div> <div class="modular-navigation-wrapper"><a class="modular-navigation-main" href="https://jobs.productmarketingalliance.com/" target="_blank">Jobs</a></div> <div class="modular-navigation-wrapper"> <div class="modular-navigation-main modular-navigation-main-width-list">Community</div> <div class="modular-navigation-item-wrapper" style="display: none;"> <div 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 <div id='div-gpt-ad-1708431159930-0' style='min-width: 300px; min-height: 100px;'> <script> googletag.cmd.push(function() { googletag.display('div-gpt-ad-1708431159930-0'); }); </script> </div> </div> <div class="post-title"> <div class="post-breadcrumb"> <a href="/content-hub/">Content Hub</a> > <a class="active" href="/content-hub?filter=win-loss"> win/loss </a> </div> <h1>Win-loss analysis isn’t a priority - but it should be</h1> <span class="post-full-title hidden">Win-loss analysis isn’t a priority - but it should be</span> </div> <div class="post-tag-section"> <div class="post-tags"> <a class="post-tag-item" tag-slug="competitive-intelligence" href="/content-hub?filter=competitive-intelligence"> Competitive Intelligence </a> <a class="post-tag-item" tag-slug="articles" href="/content-hub?filter=articles"> Articles </a> </div> </div> <div class="post-other-info"> <div class="post-authors"> <a href="/author/bailey/"> <div data-tooltip="Bailey Haslam, Marketing Director at Clozd" class="post-author tooltip-trigger-author"> <div data-tooltip="Bailey Haslam, Marketing Director at Clozd" style="background-image: url(https://www.productmarketingalliance.com/content/images/2021/11/IMG_0267-1.jpg)" class="author-image tooltip-trigger"> </div> <div class="author-details"> <span data-tooltip="Bailey Haslam, Marketing Director at Clozd" class="author-name tooltip-trigger">Bailey Haslam</span> </div> </div> </a> </div> <div class="date-time-read"> <span class="post-datetime">November 08, 2021</span> <img src="https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Janrey-test/asterisk-sm.svg" /> <span> 7 min read </span> </div> </div> <a href="#" id="getCopyBtn" class="hidden"> Get a copy</a> <div class="post-content-container"> <div class="left-sidebar"> <div class="sticky-container"> <a target="_blank" href="https://www.linkedin.com/school/product-marketing-alliance/" class="follow-us-on-linkedin"> <img src="https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Janrey-test/linkedin-white.svg"/>Follow us on LinkedIn</a> <span class="left-sidebar-overview"> Contents </span> <aside class="toc-container"> <div class="toc"></div> </aside> </div> </div> <div class="post-content"> <p>You may already have systems and processes in place that help you determine your GTM strategy, alter your product roadmap, or bolster sales, but without a robust win-loss analysis program, you may be missing out on key information that could help you gain more revenue. </p><p>As you know, product marketers have a lot on their plate - <a href="https://www.productmarketingalliance.com/how-to-create-and-maintain-product-positioning/">product positioning</a>, <a href="https://www.productmarketingalliance.com/30-competitor-intel-tips/">competitive intelligence</a>, market trends, etc. And you may already have some version of a <a href="https://www.productmarketingalliance.com/how-to-conduct-win-loss-interviews/">win-loss program</a> in place. </p><p>So, with all this, why should win-loss analysis be a priority?</p><p>Companies need to know why they’re winning and losing deals. In a study <a href="https://www.clozd.com/blog/gartner-report-benefits-of-win-loss-analysis?ref=productmarketingalliance.com">Gartner conducted on the benefits of win-loss analysis</a>, Todd Berkowitz, their Research Vice President said:</p><blockquote><em>“A formal and rigorous win-loss analysis program enables better segmentation, product strategy choices, and sales enablement . . . Those that take a more comprehensive approach have seen a 15% to 30% increase in revenue and up to 50% improvement in win rates." </em></blockquote><p>In essence, you may have pieces of a program in place, but a comprehensive approach needs to be a priority. </p><p>Let’s take a look at why win-loss analysis isn’t at the top of a product marketer’s “to-do” list and discuss why it should be (I’ll give you a hint––it rhymes with ‘shmore shmevenue’).</p><h2 id="reasons-you-may-not-use-win-loss-analysis">Reasons you may not use win-loss analysis<br></h2><h3 id="you-use-a-crm-picklist">You use a CRM picklist<br></h3><p>Many companies start where they feel it is easiest - mandating their sales team to fill out the won or lost reasons in their CRM. </p><p>Your CRM can be a great starting point to aggregate data such as buyer demographics, deal size, company information, and internal sales feedback. Gathering internal feedback can be valuable but is oftentimes biased, incomplete, or simply just incorrect. <br><br>Another issue with CRM win-loss data is that it lacks detail. Let’s take, for example, price. If the data from the win-loss reason field says you’re losing deals on price, then what? You need more detail than just a pre-populated answer to drive meaningful change. If the price is too high, how high is too high? Are you always higher than competitors or just in this circumstance? Was your sales rep including an unnecessary upsell, making the price higher? A CRM win-loss program isn’t giving you the detail you need.<br><br>Research has shown that <a href="https://www.clozd.com/blog/win-loss-analysis-whats-the-best-source-of-win-loss-data?ref=productmarketingalliance.com">more than 60% of the time sales reps are wrong about why they win or lose</a>. CRM data can get you on the right path by helping to determine what types of deals you're winning and losing and allow you to start formulating trends. What CRM data can’t do is give you the voice of your customer. </p><h3 id="you-survey-buyers">You survey buyers<br></h3><p>Like CRM data, surveys are another useful component of win-loss analysis.</p><p>Surveys can be a great tool to get high-level answers to questions in a non-intimidating way. They’re a quick way to gather unbiased information and allow you to reach out to as many buyers as you’d like. </p><p><a href="https://www.clozd.com/blog/win-loss-analysis-why-surveys-alone-wont-cut-it?ref=productmarketingalliance.com">There are a few downsides</a>, however. One is the quantity of the responses, and the other is the quality of responses. Survey response rates vary but can be as low as 2%. </p><p>To increase that response number, many times surveys are written to be quick and easy. Survey creators will often allow for short, open-ended questions which tend to encourage input from the most extreme ends of the spectrum.</p><h3 id="youre-interviewing-buyers-yourself">You're interviewing buyers yourself<br></h3><p>If you have a program you’re conducting internally, you may already be capitalizing on some of the benefits of win-loss analysis interviews. But, there may be some unforeseen obstacles that are blocking you from getting the best data. </p><p>In our experience, buyers are more likely to give more honest feedback to a third party. In the thousands of buyer interviews we have done for companies, we’ve repeatedly seen that the interviewee is much more forthcoming with us, a neutral third party.</p><blockquote>“Clozd finds information that we can't get in any other way. Our prospective customers simply won't share honest feedback in most cases. Clozd helps us get that.”</blockquote><p><strong>Chris Adams, Head of Expansion Sales at ClickUp </strong><br><br>Oftentimes the data is collected within one department and completely siloed from the rest of the company. Many product marketers find a do-it-yourself approach can be difficult to enable the free flow of information for a number of reasons – too busy, internal politics, fear, etc.<br><br>Win-loss analysis best practices show that achieving the best results occurs when the information is regularly shared. As the old adage says, “knowledge without action is futile.”</p><p>Such is the case with win-loss analysis, the ultimate purpose of your win-loss program is to drive meaningful action for your business. <strong>Andrew Peterson, Co-Founder of Clozd</strong> said:</p><blockquote><em>"Don't worry about the different ways that leaders or individuals will interpret the data. These differences will spark healthy debate and dialogue that lead to better conclusions and collective action."</em></blockquote><p>Anecdotally, <strong>Ryan Smith, Vice President of Product Management at Armor</strong>, explained that the product marketing team used to run a win-loss analysis program in-house: </p><blockquote><em>"Every month product marketing would get together with their sales team to try and better understand why deals were won or lost. What they were finding was that their internal program, while it was getting them some traction in the win-loss arena, was actually uncovered that there were insights they needed to have but couldn’t get.<br><br>“Because [we use] an external company, the results tend to be more objective than previous efforts to do this function internally. The insights are also deeper than we were previously able to get.” </em></blockquote><p>Once Armor adopted a more comprehensive win-loss approach that shared objective buyer feedback to key stakeholders throughout the company, and Ryan was able to access the findings, take action, and determine important product roadmap changes.</p><h3 id="you%E2%80%99ve-already-got-a-lot-on-your-plate">You’ve already got a lot on your plate<br></h3><p>Why add to the madness when you’re already in charge of so much? Across many organizations, product marketers are looked to for product positioning, viable messaging, the voice of the customer, product launches, the list goes on. Understandably, it may not seem like a priority to add another thing to your plate.</p><blockquote>"I think about bandwidth. As a product marketer, I know that at the end of the day, when I have four things on my plate and I only have room for two, competitive intelligence and those types of interviews tend to fall by the wayside." </blockquote><p><strong>Rachel Barker, Head of Product Launches and Go To Market at Qualtrics</strong><br></p><p>However, win-loss analysis may just be the very thing that simultaneously adds to your plate… and removes things from it at the same time. (Does that make any sense? Stay with me here.) </p><p>The intel you end up getting from a comprehensive win-loss analysis program can give you the information you need to better execute your current objectives and make your life easier. Understanding what motivates buyer behavior is critical to developing effective sales and marketing strategies. </p><p>With better customer insights, comes better marketing content, product development, and a better understanding of what you need to do to get more revenue. This initiative can help get the buy-in you need to get your job done.<br><br><a href="https://www.clozd.com/webinar/why-every-product-marketer-should-do-win-loss-interviews?ref=productmarketingalliance.com">Sanjay Puri, the VP of Product Marketing at Avalara, said</a>, “I think this [win-loss analysis] is really important for product marketers. There is no better way for product marketers to gain credibility within an organization or gather support for your initiatives than to bring the voice of the customer into the equation. And in my mind, you can have an argument with somebody and state a customer testimonial, and all arguments come to an end because that's the end of opinions.<br><br>Opinions, while they are very interesting, are not very valuable. Direct customer feedback is. And this helps. I really believe that bringing direct customer feedback, whether it's through win-loss analysis or other mechanisms for product marketers, is the best way to make yourself credible and effective."</p><h3 id="prioritizing-win-loss-analysis-makes-your-job-easier">Prioritizing win-loss analysis makes your job easier<br></h3><p>Prioritizing win-loss analysis allows you to better guide your strategies and activities. Discovering why you won or lost may help you realize why you thought you were winning or losing isn’t actually so––or you might get the ammunition you need to back up what you already thought was happening. </p><p>Either way, getting feedback on how your company/product/message/marketing is being perceived - directly from your target audience - is invaluable feedback that can guide company-wide strategy to ensure you are always hitting the mark. When you have the insights teed up for you, it not only saves you time and resources but it helps to develop winning strategies.</p><blockquote>“The added intelligence of understanding why we win/lose deals has had a very meaningful impact on our go-to-market strategy. It is amazing the information that a company will share about their experience in the sales process, their perceptions of your products, and even how they perceived your competition. This data becomes a cornerstone for our competitive intelligence and is very influential on our product roadmap.”</blockquote><p><strong>Gary Cottrell, VP of Product Marketing at Xactly Corp</strong></p><h3 id="a-comprehensive-program-sees-higher-win-rates-and-more-revenue">A comprehensive program sees higher win rates (and more revenue) </h3><p><br>One of the biggest impacts you can make as a product marketer is helping your company increase win rates. </p><p>A comprehensive win-loss program centered on sharing objective feedback from buyers with many stakeholders in your company is the best way to sponsor changes that lead to more wins. </p><p>This approach will provide actionable insights that will empower the different teams you work with to double-down on strengths and reduce weaknesses, ultimately increasing your win rate and revenue. To reiterate Gartner’s study, comprehensive win-loss analysis programs are seeing up to a 30% increase in revenue.</p><h2 id="want-to-learn-more">Want to learn more?</h2><p>Product marketing is and always will be a customer-centric role. A core part of your job is to value the voice of the customer and advocate for their wants, needs, and pain points. It’s your responsibility to make them feel heard. 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