Win-Loss Analysis: Process & Lessons Learned

A guide for Product Managers

Win-Loss Analysis is a market research technique companies can use to discover key learnings from customers and prospects. These learnings can
then drive improvements in marketing and sales, resulting in more revenue and profits. Most contemporary product management methodologies (Pragmatic Marketing, 280 Group, and Blackblot) all recommend that companies institutionalize win-loss analysis. A recent survey found that out of 1,700 product managers surveyed, only 25% reported doing win-loss analysis. We will review the basic win-loss analysis process and key lessons learned from years of experience doing win-loss analysis.

Win-Loss Analysis Process

Win-Loss Analysis projects have of five basic steps.

1. Planning

The first step of the process is to do all of the preparatory work required to ensure the success of the project. An important first step is setting research objectives. Setting clearly defined Research Objectives will help you to both target your win-loss research as well as set expectations for the success of the program. As with all things win-loss, setting research objectives is best done as a team project. And be sure to your Research Objectives with the strategic goals of your…