WIN/LOSS ANALYSIS
UNDERSTAND WHY DEALS MOVE THE WAY THEY DO
Win/Loss Analysis is part of the Fluvio GTM Model's Accelerator motion. It provides structured insight into why your team wins and loses deals, directly informing competitive positioning, sales enablement, messaging, and product strategy.
WHERE COMPANIES GET STUCK
Win/loss data at most organizations is captured in a CRM dropdown ("price," "timing," "competitor") that tells you almost nothing about what actually happened. Sales provides a post-mortem filtered through the rep's perspective. The buyer's side of the story, where the real insight lives, rarely gets captured in a structured or usable way.
HOW WE APPROACH THIS
Fluvio runs structured win/loss programs that include direct interviews with recent wins, losses, and no-decisions. We capture the buyer's perspective on decision criteria, competitive perceptions, sales experience, and messaging effectiveness. The insights are synthesized into actionable recommendations for competitive positioning, enablement, and messaging refinement, delivered in a format your team can immediately put to use.
WHEN TO INVEST
If your team can't clearly explain why you're losing specific deals. If competitive dynamics are shifting and you need a current view of how buyers are evaluating alternatives. If you're investing in sales enablement or messaging and want to ground the work in real buyer feedback.
FREQUENTLY ASKED QUESTIONS
-
Buyers are more candid when the interviewer isn't the person who sold to them. We conduct interviews on your behalf as an embedded extension of your team, which gives us enough distance from the deal to get honest feedback while being close enough to your business to ask the right follow-up questions.
-
It depends on your deal volume and the diversity of your pipeline, but we typically recommend a minimum of 15 to 20 interviews across wins, losses, and no-decisions to identify meaningful patterns. We help clients scope programs that balance depth with practicality.
Questions?