Best Practice Report

Win/Loss Analysis: Business Requirements

March 1st, 2019


Win/loss analysis is the process an organization undertakes to gather feedback through interviews with recent customers and prospects to understand why sales opportunities were won or lost. Portfolio marketing often leads win/loss analysis to learn how product capabilities, go-to-market strategies, and sales efforts can be improved. A range of technologies can help portfolio marketing leaders — or other teams leading the effort — conduct win/loss analysis and generate insights to improve sales outcomes. In this report, we outline business requirements for win/loss analysis, as well as technology and service provider categories, that can help B2B organizations meet these requirements.

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