Sales Win-Loss Analysis

Deal / account: [Account name] Analyst: [Who completed this debrief] Date completed: [Date] Source: [Buyer interview / survey / internal review]

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1. Deal information

Field	Detail
Account	[Company name]
Opportunity	[Deal name / ID]
Deal size	[Annual or total contract value]
Sales rep	[Owner]
Sales cycle	[Length, e.g. 9 weeks]
Stage reached	[Where the deal ended]
Date closed	[Date]

2. Outcome

Result: [ ] Won [ ] Lost [ ] No decision / stalled

[One-line summary of the outcome, e.g. "Lost to Competitor X after final-round evaluation."]

3. Decision criteria & ranking

[The factors the buyer used to decide, ranked by how much they mattered. This is the spine of the analysis.]

Rank	Criterion	Why it mattered to the buyer	How we scored
1	[e.g. Integration with their stack]	[Buyer's reasoning]	[Strong / Adequate / Weak]
2	[Criterion]	[Reasoning]	[Score]
3	[Criterion]	[Reasoning]	[Score]

4. Our strengths (as the buyer saw them)

[Where we did well, in the buyer's words — not our own assessment.]

• [Strength 1]
• [Strength 2]

5. Our weaknesses (as the buyer saw them)

[Where we fell short, phrased as the buyer's perception. Be honest; this is the value of the exercise.]

• [Weakness 1]
• [Weakness 2]

6. Competitor

Field	Detail
Competitor chosen	[Name, or "None / status quo"]
Why they won / we lost	[The real tipping point, not the polite reason]
Where they out-positioned us	[Specifics]

7. Price factor

[How much price genuinely drove the decision — and whether "too expensive" really meant "I did not see the value". Be skeptical of price as the headline reason.]

• Stated role of price: [Buyer's words]
• Our read: [Was price the real driver, or a proxy for something else?]

8. Lessons

[The two or three things this deal teaches, stated plainly.]

1. [Lesson]
2. [Lesson]

9. Action items

[Each lesson turned into an owned, dated action routed to the right function.]

Action	Owner	Function	Due
[What to change]	[Name]	[Sales / Product / Pricing / Marketing]	[Date]
[Action]	[Owner]	[Function]	[Date]

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Notes for the analyst

• Capture this within a week of the close, while memory is fresh.
• Use the buyer's words wherever you can; flag where you are inferring.
• Add this debrief to the aggregate review so patterns can surface across deals.