Explore the latest insights from the industry's leading win-loss report. Discover how ongoing, cross-functional programs boost investment returns and increase win rates by up to 84% over time. Learn the benefits of rapid feedback collection and more.
2025 State of Win-Loss Report
Key Takeaways
- 39% of companies implement cross-functional win-loss programs, enhancing ROI.
- Established programs (>2 years) achieve up to 84% win-rate improvement.
- Third-party interviews ensure unbiased, candid feedback.
63% of companies report win-rate increases thanks to win-loss analysis—and that number increases to 84% for programs that have been established for more than two years.
Win-loss programs are more successful—and capture more powerful insights—when they’re able to 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.
People who use call recordings along with their win-loss program are 18% more likely to be satisfied with the quality of their feedback, and they’re 25% more likely to be satisfied with the pipeline coverage.
Running a best-in-class win-loss analysis program can be complex and resource-intensive—but also extremely valuable.
And what’s the best way to get outstanding results? According to our survey, it’s by partnering with an experienced third-party win-loss provider.
Nearly half of companies (44%) now outsource their win-loss programs—a 22% increase from our last report. Why? The results speak for themselves.
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%).
This isn’t just about better data—it’s about better outcomes. 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.
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.”
