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