Template

Forrester B2B Win/Loss Interview Guide Template

 and  three contributors
Updated Jul 14, 2025

Summary

A win/loss interview is a 30-minute discussion with a recent prospect that delve into the perspectives and underlying reasons for why they made a particular purchase decision. These discussions can provide surprising thoughts from buyers — and are most effective when conducted by a third party. They typically require an incentive to buyers for their time and thoughts, which can range from $50 to $100 or more. As interviews are time-consuming and expensive, they should be used judiciously, in markets or scenarios in which it’s very important to improve win rates. This report offers instructions and a set of questions as a template to craft a win/loss interview guide.

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