Definition
Win-loss analysis reviews why deals were won or lost to improve messaging, qualification, and competitive strategy.
Example
After each quarter, review 20 wins and 20 losses using a consistent reason taxonomy.
How to use it
- Classify wins/losses by competitor, reason, and segment.
- Close the loop with product and marketing teams using the findings.
- Track changes in win-loss reasons after pricing or product updates.
- Use a neutral interviewer to reduce bias in responses.
Common mistakes
- Collecting anecdotes without a consistent taxonomy.
- Skipping post-mortems on late-stage losses.
- Letting sales reps self-report without third-party validation.
- Ignoring churned customers in win-loss research.
Why this matters
This term matters because small changes compound in SaaS metrics. Use consistent definitions by cohort and segment so you can diagnose retention, payback, and growth quality.
Practical checklist
- Write a 1-line definition for "Win-Loss Analysis" that your team will use consistently.
- Keep the time window consistent (weekly/monthly/quarterly) when comparing trends.
- Segment results (channel/plan/cohort) before drawing big conclusions from blended averages.
- Sanity-check with a related calculator from the same category on MetricKit.
- Read the related guide (e.g., Sales ops metrics hub: quota, pipeline, win rate, and capacity planning) for context and common pitfalls.
Where to use this on MetricKit
Calculators
- Trial-to-paid Conversion Calculator: Compute trial-to-paid conversion rate and estimate required conversions to hit a target.
- DAU/MAU (Stickiness) Calculator: Compute DAU/MAU stickiness and translate it into implied active days per month.
- WAU/MAU Calculator: Compute WAU/MAU and translate it into implied active weeks per month.
- Feature Adoption Rate Calculator: Compute feature adoption: what % of active users used a specific feature in a time window.
- PQL to Paid Conversion Calculator: Compute PQL-to-paid conversion rate and the number of paid customers implied by PQL volume.
Guides
- Sales ops metrics hub: quota, pipeline, win rate, and capacity planning: A practical hub for sales ops planning: quota attainment, pipeline coverage, required pipeline, sales capacity with ramp, and OTE math.