2023 State of Win-Loss Analysis Report

The 2023 State of Win-Loss Analysis Report outlines the findings from a survey conducted to assess the current practices and perceptions surrounding win-loss analysis. This report follows a similar study from 2020 and highlights notable changes in the field over the past three years. It documents that 83% of companies now engage in some form of win-loss analysis, a rise from 79% in 2020, with 98% of those planning to maintain or increase their investment in such programs. The report details how companies are increasingly recognizing the importance of win-loss analysis in driving revenue and improving sales effectiveness. It also discusses the various approaches organizations take towards win-loss analysis, including ownership by sales and executive teams, and the impact of the economic environment on the perceived value of these programs. Additionally, the report presents data on the effectiveness of win-loss insights in enhancing sales training and identifying opportunities for improvement.