What is Win/Loss Analysis?
Also known as: Win-loss analysis, loss rate
Win/Loss Analysis examines closed deals to understand why you win and lose. It pairs the quantitative win rate (and its mirror, loss rate) with the reasons behind each outcome.
What is Win/Loss Analysis?
The quantitative side tracks won vs lost counts and value over time, by rep, stage, and segment. The qualitative side captures why — competitor, price, timing, fit — usually via a closed-lost reason field.
The core ratios
Win Rate = won / (won + lost). Loss Rate = lost / (won + lost) = 1 − win rate.
Slice both by segment and rep; a healthy overall win rate can hide a segment where you lose almost every deal.
Win/Loss vs Win Rate
Win Rate is a single number; win/loss analysis is the practice of explaining it — trends over time, won-vs-lost value, rep leaderboards, and loss reasons.
Why it matters
Loss reasons are the cheapest product and pricing research you have. Systematic win/loss review turns anecdotes ("we always lose on price") into a ranked, fixable list.