Free Win/Loss Analysis Tool
Stop guessing why you win and lose deals. Log your closed opportunities, and this tool will surface the patterns -- win rate, deal size trends, common win and loss reasons, sales cycle differences, and which competitors are taking your revenue.
Track Win Rate
See your overall win rate and how it compares to B2B benchmarks for your segment
Compare Won vs Lost
Compare average deal size and sales cycle length between won and lost deals
Spot Patterns
Identify your top win reasons, common loss reasons, and which competitors take the most deals
Win/Loss Analysis
Enter your closed deals below. Once you have logged at least 5 deals, a full analysis dashboard will appear with win rate, deal size comparison, reason breakdowns, and competitor insights.
Add a Deal
Frequently Asked Questions
Everything you need to know about running a win/loss analysis programme
What is a win/loss analysis and why should B2B sales teams run one?
A win/loss analysis is a structured review of your closed deals to identify why you win and why you lose. It examines patterns across deal outcomes, deal sizes, sales cycle lengths, competitors, and buyer decision factors. B2B sales teams should run win/loss analyses regularly because they reveal actionable insights: which sales motions work, which competitors are taking share, where product gaps cost you revenue, and whether pricing is helping or hurting close rates. Companies that run consistent win/loss analysis typically improve their win rates by 15-30% within two quarters. Our sales enablement service includes structured win/loss review programmes.
How many deals do I need for a meaningful win/loss analysis?
You need a minimum of 5 deals to spot initial patterns, but 20-30 closed deals gives you statistically useful insight. The more deals you log, the clearer the trends become. For enterprise sales with longer cycles and fewer deals per quarter, even 10-15 deals can surface valuable patterns in competitor positioning, pricing objections, and product-fit gaps. This tool unlocks analysis at 5 deals so you can start learning immediately, but aim to build a log of 20 or more for reliable conclusions.
What are the most common reasons B2B companies lose deals?
The five most common loss reasons in B2B sales are: (1) Price -- the buyer chose a cheaper alternative or could not justify the investment. (2) Lost to competitor -- a rival vendor won on features, reputation, or relationships. (3) Timing -- the buyer had a budget freeze, reprioritised, or was not ready to purchase. (4) No decision -- the buyer went silent, stalled internally, or decided to keep the status quo. (5) Product gap -- your product lacked a feature or capability the buyer required. Understanding which of these reasons dominates your losses is the first step to fixing them.
What is a good win rate for B2B SaaS sales?
Average win rates in B2B SaaS vary by segment. For SMB deals, a healthy win rate is 25-35%. For mid-market, 20-30% is typical. For enterprise, 15-25% is common because deal complexity and competition increase. If your win rate is below these benchmarks, your win/loss analysis should reveal whether the problem is pricing, product positioning, competitor pressure, or lead quality. Read our B2B sales enablement programme guide for strategies to improve win rates across your team.
How do I use win/loss data to improve sales performance?
Start by identifying your top win reasons and double down on them in your sales messaging and enablement materials. If relationship and trust are top win factors, invest in consultative selling training. If product fit wins deals, arm your team with stronger demo scripts and use-case content. For losses, address the root causes: if price is the top loss reason, revisit your pricing strategy or improve ROI selling. If competitors are taking share, build competitive battle cards. If no-decision is common, improve urgency creation and business case development.
Should I track win/loss analysis by sales rep?
Yes, segmenting win/loss data by rep reveals coaching opportunities. You may find that certain reps win on relationship but lose on product positioning, while others close technical buyers but struggle with executive stakeholders. Rep-level analysis helps you tailor coaching and training. However, be careful not to use win/loss data punitively -- the goal is to identify patterns and improve skills, not to create blame. Pair rep-level analysis with deal-level analysis for the most actionable insights.
How often should I run a win/loss analysis?
Run a formal win/loss review quarterly at minimum. High-velocity sales teams with shorter cycles should review monthly. The key is consistency -- a single review gives you a snapshot, but tracking trends over time reveals whether your improvements are working. Many leading sales organisations conduct a brief win/loss debrief after every deal closes, then aggregate insights quarterly. This tool makes it easy to log deals continuously and review the analysis whenever you need it.
What is the difference between internal and external win/loss analysis?
Internal win/loss analysis uses data and feedback from your own sales team -- CRM data, rep debriefs, and deal notes. It is faster and cheaper but can be biased by the rep's perspective. External win/loss analysis involves interviewing the buyers themselves -- both those who chose you and those who did not. External analysis is more objective and often surfaces insights your team missed, such as hidden competitor strengths or unspoken objections. The best programmes combine both. This tool supports internal analysis; for external buyer interviews, consider our sales enablement service which includes buyer interview programmes.
Related Resources
Deepen your win/loss analysis and sales performance knowledge
Sales Enablement
Equip your sales team with the training, content, and processes to win more deals consistently.
Learn More →B2B Sales Enablement Programme Guide
A comprehensive guide to building a sales enablement programme that improves win rates and revenue.
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Set realistic quotas based on your win rate, deal size, and pipeline capacity.
Use Calculator →Sales Commission Calculator
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Use Calculator →Get Custom Win/Loss Analysis Help
Book a consultation for a structured win/loss review programme with buyer interviews and competitive insights.
Book Call →Need Help Turning Win/Loss Insights into Revenue?
Our GTM experts have run win/loss programmes for hundreds of B2B SaaS companies. Get a free 30-minute consultation to review your win/loss patterns, competitive positioning, and sales enablement strategy.
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