Comprehensive Win-Loss Analysis Software, Service & Insights
Clozd offers an AI-powered win-loss analysis platform and services that combine live and AI-driven buyer interviews to capture unbiased customer feedback, uncover hidden revenue opportunities, correct competitor targeting, and increase win rates by analyzing closed deals and delivering actionable insights through automated data collection, real-time transcription, thematic analysis, and seamless integration with communication and CRM tools.
Win-Loss Analysis Software: Uncover the Real Reasons You Win and Lose Deals
Clozd provides detailed and unbiased customer feedback to help you win more deals.
The Clozd Advantage
Our Win-Loss Services in Action
Your buyers have the answers you need. Clozd combines experience and AI-powered win-loss software to capture, analyze, and access those insights.
- Uncover hidden revenue sources: Hello Heart’s team used a Clozd interview to identify a $500k win-back opportunity.
- Stop aiming at the wrong target: Win-loss data shows that nearly 70% of buyers report a different primary competitor than what's in their CRM.
- Increase your win rate: 84% of companies that have been doing win-loss analysis for 2+ years report an increase to their win rate.
"Win-loss analysis is the process of going back and reviewing your closed opportunities—using AI and live interviews—to uncover the trends and insights that can influence future success rates.”
— Andrew Peterson | Co-founder & Co-CEO
How We Collect Powerful Feedback
- AI Interviews: Capture authentic buyer feedback and extend your coverage in early-loss or lower-value deals.
- Live Interviews: For high-value or strategic deals, gain deeper insights into why you won or lost to directly shape your go-to-market (GTM) strategy.
Your AI-Powered Hub for Win-Loss Analysis
Turn customer insights into strategic action with Clozd's AI-driven win-loss analysis platform.
Key Features
- Collect Feedback: Automated outreach, scheduling, and incentives. Conduct world-class live and AI interviews to uncover why you win and lose.
- Analyze Data: Each interview is recorded and transcribed in real time. Generative AI highlights themes and quotes, tags keywords, and creates detailed summaries.
- Deliver Insights: Share win-loss insights through Slack, your CRM, or email. Use Ask Clozd (AI-powered search tool) to analyze interview data and deliver personalized insights.
Expert Win-Loss Services
We Do the Work—You Enjoy the Insights
Clozd’s experienced team delivers timely win-loss feedback at scale, making your life easier.
Rich Win-Loss Insights for Your GTM Team
Chief Revenue Officer
- De-risk your bets with direct buyer insights.
- Identify what wins and loses deals.
- Align GTM teams around buyer-backed insights.
- Uncover competitive threats early.
Product Marketer
- Use win-loss feedback to sharpen positioning and drive adoption.
- Hear directly from buyers who didn’t convert.
- Refine messaging based on real objections.
- Prove the impact of product marketing.
VP of Sales
- Use buyer insights to improve win rate and coach your team.
- Uncover the landmines costing you revenue.
- Scale what your top reps do best.
- Coach with insights from actual lost deals.
Customer Testimonials
"Clozd has an excellent methodology for developing a valuable win-loss interview, getting disengaged buyers to participate, and presenting intelligence back in a very consumable platform.”
— Craig Clark, CMO at Nitrogen
"Clozd helps us understand, with confidence, why we win and lose deals."
— Ike Nwabah, VP of Marketing
"Every review from Clozd that I read teaches me new ways to improve our sales process."
— Tripp R., Global Competitive Insights Manager
"Depth of knowledge we could never achieve on our own."
— Gary C., VP of Product Marketing
"Clozd is a no-brainer. The upfront investment is quickly dwarfed by the immense value it brings in the form of actionable intelligence and competitive advantage."
— Dan Bolton, Vice President of Corporate Marketing at Nitrogen
"Clozd checks all the boxes to store, filter, analyze, and share win-loss findings at scale. Better yet, their team members are true consultative partners that have helped us up-level our win-loss program."
— Karen Warfield, Head of Competitive Intelligence at Clari
"It's invaluable feedback that comes directly from our customers and helps support us in our product planning and when we go up against competitors."
— Hillary Neal, GTM Processes & Programs Leader at Qualtrics
FAQs
What’s the ROI of running a win-loss program?
Win-loss programs deliver real business impact. According to the 2025 State of Win-Loss Report, 63% of companies report an increase in win rate—and that jumps to 84% for programs running longer than two years. 97% of companies doing win-loss plan to maintain or increase their investment.
Why should I use Clozd instead of running win-loss internally?
Internal programs are possible but hard to scale and often struggle with response rates, consistency, and objectivity. Companies that partner with a third party like Clozd are over 2x more likely to be satisfied with the quality and depth of their feedback. Clozd handles outreach, interviews, analysis, and delivery—so you get trusted insights without the overhead.
Can’t we just use AI or call recordings to do win-loss?
Call recordings show what your reps said—not what your buyers were thinking. Generic AI tools miss the nuance and context that drive real decisions. Clozd combines expert-driven interviews with purpose-built AI and tagging, so you get structured, trustworthy insights at scale.
How is Clozd different from surveys or CRM notes?
Surveys are shallow, and CRM notes are often inaccurate. Buyer and seller reasons for lost deals only align 15% of the time—meaning 85% of closed-lost data is inaccurate. Clozd captures direct, third-party feedback from buyers and turns it into decision drivers, quotes, and trends your teams can trust and act on.
Who should own win-loss and how do we make it cross-functional?
Win-loss is most often owned by Sales or Marketing (72% of programs), but the most impactful programs are cross-functional. Product, RevOps, Enablement, and even the C-suite benefit when buyer insights are shared broadly. Clozd makes that distribution easy.
What are the benefits of running an ongoing win-loss program?
One-off projects give you a snapshot. Ongoing programs reveal trends. 85% of ongoing, cross-functional programs see a positive ROI, compared to just 55% for project-based ones. With a consistent cadence, feedback compounds—making it easier to track what’s changing, spot new patterns, and respond faster.
Related
Launching Win-Loss Analysis: A Sales Team FAQ & Implementation Guide
The article explains that win-loss analysis is a strategic B2B process of gathering direct buyer feedback to understand why sales opportunities are won or lost, enabling companies to improve product offerings, competitive positioning, sales training, messaging, pricing, and packaging, ultimately increasing win rates and informing leadership decisions without focusing on individual salesperson performance.
What is Win-Loss Analysis? The Ultimate Guide
Win-loss analysis is a systematic process of gathering and analyzing buyer feedback to uncover the true reasons behind sales wins and losses, enabling companies to replace guesswork with data-driven insights that improve sales, marketing, product strategies, and ultimately increase win rates by up to 50%.
Clozd for Revenue Leaders: Real Buyer Insights for Revenue Growth
Clozd provides revenue leaders with authentic buyer feedback that enables them to increase win rates, recover lost revenue, and make smarter go-to-market decisions by uncovering key factors behind wins, losses, and hidden revenue opportunities, as demonstrated by companies like Gong, Nitrogen, and StackAdapt.
Market Research
Clozd enables companies to confidently explore new market segments by conducting AI-powered, one-on-one interviews with qualified buyers already in their CRM, overcoming common challenges of slow, costly third-party panels, internal outreach delays, and delayed feedback, thereby delivering real-time insights and facilitating strategic decisions based on direct customer input.
Decrease Sales Ramp Times with Actionable Buyer Insights
The article discusses the importance of decreasing sales ramp times for new hires, highlighting how key executives like the VP of Sales, CFO, and VP of Talent Acquisition all benefit from faster productivity through improved morale, cost savings, reduced attrition, and stronger recruitment pipelines, ultimately emphasizing the need for actionable buyer insights to achieve this goal.
The 4 Pillars of Effective Win-Loss Programs
The article emphasizes that effective win-loss programs hinge on four pillars—executive leadership commitment, unbiased third-party data collection, systematic analysis and cross-functional action on buyer feedback—to transform raw deal outcomes into strategic insights that improve win rates, illustrated by a case where a company only discovered the true reason for losing a major deal (being perceived as under-scoped due to a low price) after directly asking the prospect.