# Win Loss Analysis

> Analyze won and lost deals to learn why buyers choose you or alternatives — and feed insights into product, marketing, and sales. Use when improving win rates, refining positioning, or diagnosing systematic deal losses.

- Skill: `itsual/win-loss-analysis` (Agent Skill)
- Install (CLI): `npx skillmds@latest add itsual/win-loss-analysis`
- Raw SKILL.md: https://api.skillmd.com/api/skills/itsual/win-loss-analysis/raw
- Safety review: pending (external: skill-scanner PASS, skillspector PASS)
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Marketing & Growth
- Author: itsual (https://skillmd.com/u/itsual)
- Updated: 2026-09-22
- Page: https://skillmd.com/skills/itsual/win-loss-analysis

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# Win-Loss Analysis

## Overview

Win-loss analysis replaces anecdotes with structured learning. It reveals patterns in why deals are won or lost across product, price, process, competition, and relationships.

## When to Use

- Win rate is declining or unexplained
- Entering competitive markets
- Feeding product roadmap and positioning
- Coaching based on real buyer feedback

## Core Practices

- Interview buyers (won and lost) with neutral framing
- Capture internal deal team perspectives separately
- Code reasons into consistent categories
- Look for patterns by segment, competitor, and deal size
- Share findings with product, marketing, and sales leadership
- Turn insights into specific play and messaging changes

## Principles

- Buyer truth > internal storytelling
- Losses teach as much as wins — sometimes more
- Avoid blaming individuals; seek systemic patterns
- Close the loop: analysis without action is theater

## Verification

- [ ] Both wins and losses are sampled
- [ ] Buyer voice is included, not only CRM notes
- [ ] Insights produce concrete changes in GTM or product