How to conduct effective win-loss interviews

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tag-competitive-intelligence tag-customer-market-research 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"> 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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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interviews</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="customer-market-research" href="/content-hub?filter=customer-market-research"> Customer & Market Research </a> </div> </div> <div class="post-other-info"> <div class="post-authors"> <a href="/author/bryony/"> <div data-tooltip="Bryony's the CMO for Product Marketing Alliance. She's been with the company since day dot and leads our marketing, courses, content, community, and customer success teams" class="post-author tooltip-trigger-author"> <div data-tooltip="Bryony's the CMO for Product Marketing Alliance. She's been with the company since day dot and leads our marketing, courses, content, community, and customer success teams" style="background-image: url(//www.gravatar.com/avatar/524bedd2d22bb6af4f636913f7e688e0?s=250&d=mm&r=x)" class="author-image tooltip-trigger"> </div> <div class="author-details"> <span data-tooltip="Bryony's the CMO for Product Marketing Alliance. She's been with the company since day dot and leads our marketing, courses, content, community, and customer success teams" class="author-name tooltip-trigger">Bryony Pearce</span> </div> </div> </a> </div> <div class="date-time-read"> <span class="post-datetime">November 05, 2019</span> <img src="https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Janrey-test/asterisk-sm.svg" /> <span> 11 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>In their simplest form, <a href="https://www.productmarketingalliance.com/8-tips-for-effective-win-loss-analysis/">win-loss</a> interviews help you find out why a sales opportunity converted into a customer or fell from your fingertips. They take the guesswork out of the equation, <a href="https://www.productmarketingalliance.com/building-a-data-driven-win-loss-program/">put qualitative data at the heart of your efforts</a>, and enable you to understand what is and isn’t working for you. <br></p><p>Sound like something you want in on? Awesome. Before you go in all guns blazing though, you need to know:<br></p><ol><li>Who’ll take the lead,</li><li>What criteria to select people on,</li><li>How and when to reach your interviewees,</li><li>What questions to ask, and</li><li>How to record and analyse your findings.<br></li></ol><p>We’ll be ticking off everything you need to confidently answer one to five confidently.</p><hr><h2 id="why-are-win-loss-interviews-important">Why are win-loss interviews important?<br></h2><p>If you’re not asking people why they did or didn’t pick your product how are you getting the answer? Guessing? Assuming? Generalising? Neither’s good enough.</p><p><a href="https://www.productmarketingalliance.com/whens-the-last-time-you-talked-to-your-customers/">It's imperative you are talking to your customers.</a> </p><p> Getting to the root of people’s decision-making process helps you understand:<br></p><ul><li>How you’re perceived by the market,</li><li>Where your gaps are,</li><li>The parts of your product people care about most, and</li><li>Which competitors win over you - and why. <br></li></ul><p>With this kind of intel in tow, if trends emerge, you’re primed to act pronto which can <em>only</em> better your product and improve your future ratios. <br></p><p><em><strong>Did you know:</strong> teams who consistently conduct win-loss interviews benefit from a </em><a href="https://www.csoinsights.com/wp-content/uploads/sites/5/2017/08/2017-World-Class-Sales-Practices-Report.pdf?ref=productmarketingalliance.com"><em>14.2% increase in win rates</em></a><em>?</em><br></p><p>Somewhat contradicting that stat though, it’s said <a href="https://pragmaticmarketing.com/resources/articles/the-eight-rules-of-successful-winloss-analysis?ref=productmarketingalliance.com">less than 20%</a> of companies bother to actually invest in post-decision research. Why? Because they’re not seen to have actionable outcomes or prescribed templates and are often batted to the sales team - who offer up nothing but a one-word explanation in their CRM.<br></p><p>That number’s both good and bad though. If you’re part of the stat you’ve potentially got one-up on your competition but if you fall into the 80% that don’t conduct win-loss interviews, you’re <strong>100%</strong> missing out. <br></p><p>If those stats haven’t already swayed you, <a href="https://blog.zoominfo.com/wringing-the-most-out-of-winloss-analyses/?ref=productmarketingalliance.com">here are a few more</a> that ought to do it:</p><figure class="kg-card kg-image-card"><img src="https://www.productmarketingalliance.com/content/images/2019/11/Screenshot-2019-11-05-16.36.40.png" class="kg-image" alt="" loading="lazy" width="1428" height="376" srcset="https://www.productmarketingalliance.com/content/images/size/w600/2019/11/Screenshot-2019-11-05-16.36.40.png 600w, https://www.productmarketingalliance.com/content/images/size/w1000/2019/11/Screenshot-2019-11-05-16.36.40.png 1000w, https://www.productmarketingalliance.com/content/images/2019/11/Screenshot-2019-11-05-16.36.40.png 1428w" sizes="(min-width: 720px) 720px"></figure><p></p><p>So, here’s everything you need to know to start implementing a successful strategy and win more, lose less.</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.productmarketingalliance.com/win-loss-interview-questions-template-framework/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Win/loss interview questions (template) | Download</div><div class="kg-bookmark-description">Our win/loss interview questions template gives you all the prompts you need to understand why a sales opportunity resulted in a win or loss.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.productmarketingalliance.com/content/images/size/w256h256/2019/04/favicon_pma_1000.png" alt=""><span class="kg-bookmark-author">Product Marketing Alliance</span><span class="kg-bookmark-publisher">James Shaw</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.productmarketingalliance.com/content/images/2024/07/PMA_Meta_Templates_Frameworks_TEMPLATE--8-.png" alt=""></div></a></figure><hr><h2 id="win-loss-formulas">Win-loss formulas</h2><p>For the quantitative side of things (we’ll touch on this again at the end), the calculations you need are:</p><p><em># won opportunities / # lost opportunities = win/loss ratio</em></p><p><em># won opportunities / # total opportunities = win rate</em></p><hr><h2 id="whos-responsible-for-win-loss-interviews">Who's responsible for win-loss interviews? <br></h2><p>To be truly effective, win-loss research needs to be entirely unbiased. </p><p>If customer A hates feature B you need to know about it. If customer C wasn’t keen on sales rep D’s approach that’s important. And if customer E already chose competitor F, sales rep G shouldn’t be using the post-decision discussion as a last-ditch attempt to win their business.<br></p><p>You can probably see where we’re going with this, but win-loss interviews <em>shouldn’t</em> be done by sales teams. You want and need the prospect/customer to give uncensored feedback in a sales-free environment and that’s really tricky to achieve if the person they’re speaking to was involved in the process. <br></p><p>Some popular and conducive teams who could take ownership include:<br></p><ul><li>Product marketing</li><li>Marketing</li><li>Sales enablement</li><li>Customer success</li><li>Product management*.<br></li></ul><p>The reason we put an asterisk alongside product management (PM) is although they could be a viable team to support with win-loss interviews, you <em>may</em> need to proceed with caution. Sometimes, PMs can be too focussed on the mechanics of the actual product and its features, so if you’re assigning some of your research to them just make sure they don’t go in with tunnel vision. </p><hr><h2 id="how-many-win-loss-interviews-should-be-completed">How many win-loss interviews should be completed?</h2><p>There’s no set number but the more the merrier. We get resource can be tight though so to make the whole process more achievable, it could be worth building it into people’s schedule - for example, every Friday afternoon each responsible team member’s tasked with conducting two/three/four/etc. interviews. <br></p><p>The more manpower you’ve got the more you can collect but remember to only bring people on board who can be impartial, otherwise, odds are, you won’t squeeze all you can out of the opportunity. </p><p>If you’re super pushed for time and resource another option could be to outsource the whole process to a third-party. This will enable you to:<br></p><ol><li>Ensure complete objectivity, and</li><li>Hit a guaranteed, set quota (by tasking them with X interviews per week/month/year).</li></ol><p>Here are just a handful of companies who can help:</p><ul><li><a href="https://www.clozd.com/?ref=productmarketingalliance.com">Clozd</a></li><li><a href="https://www.primary-intel.com/?ref=productmarketingalliance.com">Primary Intelligence</a></li><li><a href="https://theanovagroup.com/?ref=productmarketingalliance.com">Anova Consulting Group</a></li><li><a href="https://doublecheckresearch.com/?ref=productmarketingalliance.com">DoubleCheck Research</a></li><li><a href="https://fletchercsi.com/?ref=productmarketingalliance.com">Fletcher/CSI</a><br></li></ul><p>And while we’re on the topic of numbers, whether you’re running your research in-house or not, remember to get an even number of won and lost cases so your results aren’t statistically skewed. Naturally, it’ll probably be tougher to get lost prospects on the phone but that doesn’t mean they should be neglected, in fact, quite the opposite, <em>more</em> effort should be put into pinning them down. <br></p><p><em><strong>Tip #1: </strong>if you’re struggling to get people to take part consider attaching an incentive to the call - a simple gift card will do.</em><br></p><p><em><strong>Tip #2: </strong>you’ll almost never get a ‘yes’ from everyone you ask to interview so invite more people than you need. For example, if you want to speak to five people, ask 20.</em><br></p><p><em><strong>Tip #3: </strong>make sure the people you invite are the decision-makers. </em></p><hr><h2 id="when-to-conduct-win-loss-interviews">When to conduct win-loss interviews<br></h2><p>The sooner the better. The longer you leave your interview the less fresh the person’s thought process and feelings will be and you want <em>accurate</em> info.<br></p><p>For deals you’ve won, try to make the conversation happen before the customer’s had a chance to get set-up with your product. That way, post-purchase events won’t weave their way into the interview or affect their perceived reason for choosing you. <br></p><p>Similarly, for lost deals, strike before the prospect’s embedded within a competitor’s product or service so their current situation doesn’t skew their memory or emotion towards you. <br></p><p>Anyway, to put a number on it, aim to conduct any win-loss interviews within four weeks of the deal converting or crashing. <br></p><p><em><strong>Tip:</strong> aim to keep your interview length within 20 minutes. Any longer and you’re eating into people’s day too much and potentially putting them off.</em></p><hr><h2 id="recommended-methods-for-win-loss-interviews">Recommended methods for win-loss interviews <br></h2><p>Without a doubt a phone call or in-person and there are a couple of key reasons for this:<br></p><ol><li>Win-loss interviews rarely <em>just </em>go by the script. Yes, there’ll be a standard set of questions you want to ask (more on this next) but more often than not, someone’s answer will trigger another question or deeper digging and surveys don’t offer the opportunity to explore those openings.<br></li><li>By seeing and/or hearing the interviewee you can gauge their true inflections. Do they sound particularly happy or disgruntled? Do they give a long pause before answering? Do they sigh before mentioning event X? All can change the intent behind someone’s answer, all go unnoticed without human interaction. <br></li></ol><p>Here’s how <strong>Andrew McCotter-Bicknell, Associate Product Marketing Manager at ZoomInfo</strong> powered by DiscoverOrg, streamlines his company’s process:<br></p><blockquote><em>“I use Calendly to set up win/loss calls for my product team. The tool automatically syncs with each product manager’s Google calendars - that way, when a recently won or lost customer is open to having a conversation, there's little to no barrier in finding a time that works for both parties. While many parties are "open" to having a conversation, many don’t follow through if the process takes too long. We've found that once we implemented Calendly, most (if not all) parties scheduled time after confirming that they were open to having a conversation.”</em></blockquote><p></p><hr><h3 id="win-loss-interview-templates">Win-loss interview templates<br></h3><p>While we’re on the subject of increasing uptake, don’t gloss over the words you use to invite people to partake - they alone can make or break your efforts, so make sure they’re simple, short and flexible - i.e. instead of giving someone a time and date, give them the autonomy to dictate the when. <br></p><p>Here’s some sample text you could use for prospects you’ve won:<br></p><p><em>Hi <strong>[insert name]</strong>,</em></p><p><em>Thanks for picking<strong> Product X </strong>and welcome to the team!</em></p><p><em>We’re always working on ways to make what we’ve got even better for our customers and to help us do that, we’d love to talk to you about why you chose us over others.</em></p><p><em>The call will only take <strong>X minutes</strong> and we’ll just be asking you a few questions about how we’ve done so far.</em></p><p><em>If you’re in, you can book a time and date that suits you here.</em></p><p><em>Speak soon, hopefully!</em></p><p><em>Thanks,</em></p><p><strong><em>[insert name]</em></strong><br></p><p>And with some modifications, here’s a template for prospects you’ve lost:<br></p><p><em>Hi <strong>[insert name]</strong>,</em></p><p><em>Thanks for looking into <strong>Product X</strong> and I’m sorry to hear you went elsewhere.</em></p><p><em>To help us learn and grow, we’d love to hear about your journey with us and how you felt we did - there’ll be zero sales pressure, promise!</em></p><p><em>The call will only take <strong>X minutes</strong> and you can book a time and date that suits you here.</em></p><p><em>Speak soon, hopefully!</em></p><p><em>Thanks,</em></p><p><strong><em>[insert name]</em></strong></p><p>And if you’re not getting the numbers you need, as with any type of email campaign, A/B test your text and continue to refine your message until you find that magic formula.</p><hr><h3 id="win-loss-interview-questions">Win-loss interview questions<br></h3><p>Before you start the interview, first things first, make sure you’re prepared and that means knowing the person’s name, job title, company, involvement, deal outcome and any additional notes left by the sales team. <br></p><p>The questions you then ask will depend on your specific circumstances, but here are a load you can use, modify or take inspiration from:<br></p><ol><li>What were the main criteria you based your decision on?</li><li>Which pain-points were you trying to solve with our product?</li><li>How would you rate the personalisation of our marketing?</li><li>Did you read any reviews about our product before making a decision? If so, where did you find them? And how did they make you feel?</li><li>How would you describe the contact you had with our sales reps?</li><li>How do you think our sales reps could be better?</li><li>How do you think we could improve our emails?</li><li>How do you think we could improve our website?</li><li>How do you think we could improve our product?</li><li>Was there any collateral you wish you’d had but didn’t? If so, what?</li><li>How did you first hear about our product?</li><li>How do you prefer to research and digest information?</li><li>How did you feel about our sales process in terms of the timeline and touchpoints?</li><li>Do you think our product is missing anything? If so, what?</li><li>Who else was involved in the decision-making process?</li><li>What were your thoughts on our pricing? And how did it compare to other quotes out there?</li><li>What parts of our product did you like and dislike the most?</li><li>When you were doing your research, is there anything you thought we were missing that others had? If so, what?</li><li>What was the main reason you did/didn’t buy our product?</li><li>Which other providers did you explore?</li><li>What’s the reason you did/didn’t choose those providers?</li><li>When you were researching our product, how did you rate our collateral?</li><li>How would you describe our reputation in the industry?</li><li>Do you have any other comments or feedback you’d like to give us?</li></ol><p>We briefly touched on it earlier, but remember, win-loss interviews aren’t prescriptive and whoever’s conducting them should be prepared to go off script. If you’re too focused on working your way through a templated set of questions you could miss out on some golden tangents and opportunities.<br></p><p><em><strong>Tip #1:</strong> keep your questions open-ended. One-word answers don’t tell you much and the call will flow much smoother if you’re not constantly probing the interviewee to expand on their answers.</em><br></p><p><em><strong>Tip #2:</strong> this doesn’t mean you can’t go off script, but keep your standard set of questions consistent so you can easily compare them and identify trends. </em><br></p><p><em><strong>Tip #3: </strong>hopefully these are a given, but <strong>don’t </strong>get defensive or let your win-loss interviews turn into a sales pitch and <strong>do</strong> express your appreciation for the person’s time. </em></p><hr><h2 id="how-to-analyse-win-loss-results">How to analyse win-loss results <br></h2><p>If you outsourced your interviews the analysis should be done for you and the results hand-delivered. If you kept it in-house though, here’s what you need to do.<br></p><h3 id="step-1-pull-your-interviews-apart">Step 1: pull your interviews apart</h3><p>Go through all your recordings and notes and see if there are any patterns. Win-loss data isn’t about one prospect saying jump and you saying how high, it’s about spotting, understanding and reacting to trends.<br></p><p>To speed up the analysis of call recordings consider getting a leg up by using a transcription app - here are a few that come rated by PMAers and on G2:<br></p><ul><li><a href="https://otter.ai/?ref=productmarketingalliance.com">Otter</a></li><li><a href="https://reason8.ai/?ref=productmarketingalliance.com">Reason8</a></li><li><a href="https://www.transcribeme.com/?ref=productmarketingalliance.com">TranscribeMe</a></li><li><a href="https://trint.com/?ref=productmarketingalliance.com">Trint</a></li><li><a href="https://www.rev.com/?ref=productmarketingalliance.com">Rev</a></li><li><a href="https://www.3playmedia.com/solutions/services/transcription/?ref=productmarketingalliance.com">3Play Media</a>.<br></li></ul><p>And pay particular attention to things like:<br></p><ul><li>Is there a specific feature we’re missing that’s causing us to lose deals?</li><li>Is our pricing a sticking point?</li><li>Is our sales process too long? Short? Pushy? <br></li></ul><h3 id="step-2-set-action-points">Step 2: set action points</h3><p>Once you’ve identified a trend(s) it’s time to act by putting a plan in place to overcome it and improve your win ratio - and remember, your action plans should be nice and specific. So, for example, if the pattern you uncovered was lack of a feature, your POA might be to:<br></p><ol><li>Understand the cost and resource requirements of introducing it</li><li>Depending on the scale of the feature, conduct further market research</li><li>Work out how it fares priority-wise against other tickets</li><li>Pencil out a timeline of what’s needed and how long it’d take</li><li>Pitch the new feature to key stakeholders.<br></li></ol><p>Or, if the problem was your sales team was too pushy, the action could be as simple as running a training session on how long to leave in between prospect calls and emails. <br></p><p>And on a more positive note, if the consensus was your product is easier to use than anyone else’s, this can be highlighted in marketing materials and briefed to sales teams to include in their conversations. <br></p><h3 id="step-3-share-your-findings">Step 3: share your findings</h3><p>There are tonnes of people outside of product marketing who can benefit from the insights gathered - like sales, marketing, product management, customer service and engineering, so don’t hold back on the communication front. <br></p><p>Turn your findings into a slide deck, include the good <em>and</em> bad, and make sure everyone knows the part they play in accomplishing the next steps. <br></p><h3 id="step-4-measure-your-metrics">Step 4: measure your metrics</h3><p>To keep abreast of your win-loss ratios make a point of periodically (monthly, bi-monthly or quarterly, for example) running the numbers to make sure you’re heading in the right direction.<br></p><p>Try to marry your qualitative and quantitative data up so you can attribute future ratios to certain events too. For example, if you discover prospects don’t like the length of your sales cycle in March, implement changes in April and see an increase in your numbers in May, could the two be linked?<br></p><p>We said it a couple of paragraphs ago and we’ll say it again, communication is key. As well as helping others improve their way of working, by vocalising your results and the improvements they earn, you’ll increase business buy-in to the win-loss process as a whole and that can only be a good thing. </p><p><em>Got a question about your win-loss interviews? Or wondering how other product marketers go about analysing their data? Whatever’s on your mind, there are plenty of people in our </em><a href="https://www.productmarketingalliance.com/join-slack/"><em>Slack channel</em></a><em> on-hand to help.</em></p><h3 id="want-to-learn-more">Want to learn more?</h3><p><a href="https://www.productmarketingalliance.com/what-is-product-marketing/">Product marketing</a> 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. Therefore, customer marketing is an integral part of what you need to do to ensure that you’re staying true to this. </p><p>The <a href="https://certified.productmarketingalliance.com/p/customer-marketing-certified?ref=productmarketingalliance.com">Customer Marketing Certified: Masters</a> course has been designed to give you invaluable, practical insights into streamlining your customer marketing approach so that you can ensure that:</p><ul><li>Your customers are happy,</li><li>Your products are the best they truly can be,</li><li>Your brand reputation is consistently positive, and</li><li>That you bring in increased revenue for your organization. </li></ul><p>So what are you waiting for?</p>  <a class="button primary" href="https://certified.productmarketingalliance.com/p/customer-marketing-certified?ref=productmarketingalliance.com" target="_blank" style=" display: block; width: 300px; height: 50px; padding:1rem 2rem; margin:1rem auto; background:#ff5d4c; color:#fff;"> Enroll today </a>   <div id="bottomAdsContainer">  <div id='div-gpt-ad-1708431292086-0' style='min-width: 580px; min-height: 400px;'> <script> googletag.cmd.push(function() { googletag.display('div-gpt-ad-1708431292086-0'); }); </script> </div>  <div id='div-gpt-ad-1708431360026-0' style='min-width: 240px; min-height: 400px;'> <script> googletag.cmd.push(function() { googletag.display('div-gpt-ad-1708431360026-0'); }); </script> </div> </div> </div> <div class="right-sidebar"> <div class="sticky-container"> <div class="subscribe-container"> <img class="insider-logo" src="/assets/img/insider-subscribe-now-free.svg"/> <img class="success-insider-logo" src="/assets/img/Star.svg"/> <p class="title">Product marketing insider</p> <p class="success-title">Thank you for subscribing</p> <p class="description">Level up your product marketing career & network with product marketing experts.</p> <p class="success-description">An email has been successfully sent to confirm your subscription.</p> <form data-members-form="subscribe"> <input data-members-label type="hidden" value="Early Adopters" /> <input placeholder="Your email address" data-members-email type="email" required="true"/> <button type="submit">Subscribe</button> <p class="error-message">Ops! 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