Report | 2025 State of Win-Loss
The 2025 State of Win-Loss report reveals that companies with ongoing, cross-functional win-loss programs—especially those partnered with third-party providers—experience significantly higher satisfaction with feedback quality, stronger ROI, and greater win-rate improvements, with timely feedback collection and integration with tools like call recordings further enhancing program effectiveness.
The Year's Top Win-Loss Trends
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Key Findings
Program Setup Matters
- 39% of companies now run ongoing, cross-functional win-loss programs—up 31% from the last report.
- Companies with this type of structure are 53% more likely to report a strong return on their investment in win-loss analysis than companies with ongoing but siloed programs or project-based programs.
Win-Loss Analysis Helps You Win More
- 63% of companies report win-rate increases thanks to win-loss analysis.
- That number increases to 84% for programs that have been established for more than two years.
Fresh Feedback Is More Impactful
- Win-loss programs are more successful and capture more powerful insights when they collect feedback faster.
- Companies are more than twice as likely to be happy with the depth of feedback when it’s gathered within the first month after a deal closes.
Win-Loss Works Seamlessly with Other Tools
- People who use call recordings along with their win-loss program are 18% more likely to be satisfied with the quality of their feedback.
- They’re 25% more likely to be satisfied with the pipeline coverage.
The Third-Party Advantage
Running a best-in-class win-loss analysis program can be complex and resource-intensive—but also extremely valuable.
According to the survey, partnering with an experienced third-party win-loss provider yields outstanding results.
- Nearly half of companies (44%) now outsource their win-loss programs—a 22% increase from the last report.
01. Access to Insights
- Companies using a third-party provider are more than twice as likely to be satisfied with the quality and depth of their win-loss feedback (70%) than those managing programs in-house (34%).
02. Impact on Win Rates
- Among companies that improved win rates, those using a third party were 38% more likely to see an increase of 10% or more.
- With better access to insights and higher-quality feedback, teams are better equipped to implement win-loss learnings and close more business.
03. Quality of Feedback
- 67% of outsourced programs report satisfaction with data accessibility.
- Internal teams are only satisfied with the accessibility of their win-loss data 38% of the time.
For teams still running win-loss internally, the message is clear: Outsourcing delivers better insights and real performance gains.
"The candidness we get from a third party has really allowed us to look at the information and pick it apart without our own emotion tied to it. Having a third party handle these interviews eliminates the desire to want to please somebody or make sure you’re not ruining any relationships you might want in the future."
— Deanna Ballew | SVP of Product
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Related
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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%.
Win-Loss Analysis: Sales Leaders’ Growth Strategies for 2025
The article emphasizes that win-loss analysis is a crucial, strategic tool for sales leaders in 2025 to deeply understand buyer decisions by systematically examining won and lost deals, enabling them to improve win rates, accelerate pipeline velocity, enhance forecasting accuracy, and drive predictable revenue growth in a competitive B2B environment.
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The webinar emphasizes that win-loss analysis in sales, akin to athletes reviewing game tape, is crucial for improving performance by using tools like conversational intelligence and direct buyer feedback to uncover true reasons behind deal outcomes, as sales reps and CRM data often misinterpret why deals are won or lost.
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Trella Health Uses Win-Loss Insights to Refine Product Strategy and Improve Sales Training
Trella Health initiated a three-month pilot win-loss analysis program with Clozd in mid-2024 to understand their low CRM product win rate, which led to expanded use across departments, improved sales coaching, validated strategic assumptions, increased cross-functional engagement, and fostered a customer-centric company culture.
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The article emphasizes that B2B sales success relies on prioritizing win rate over sheer pipeline volume by rigorously qualifying opportunities, learning from buyer feedback to understand why deals are won or lost, and strategically focusing efforts on high-probability deals to sustainably increase win rates and confidently meet quotas.