Win/Loss Analysis Template
Complete a structured analysis for any closed deal. Capture the primary and secondary factors, competitor context, and key learnings - then copy a formatted summary to paste into your CRM or Notion.
Deal details
Company or opportunity name
Annual contract value
Did you win or lose this deal?
Where in the cycle did it close?
The single most important factor
Select all that apply
Which competitor were you evaluated against?
What did you learn from this deal that you will apply going forward?
Specific process or behavior changes for next time
Common patterns in B2B sales
Source: aggregated B2B SaaS benchmarks across mid-market sales organizations.
Airspeed automatically extracts win/loss insights from every conversation
Instead of relying on reps to log reasons after the fact, Airspeed analyses every call in a deal's history to extract objections raised, competitors mentioned, champion engagement, and buying signals - and maps them to deal outcomes automatically.
Book a DemoQuestions about win/loss analysis
Why should sales teams conduct formal win/loss analysis?
Most teams have intuitions about why they win and lose - but intuitions are noisy. Formal win/loss analysis surfaces patterns that are invisible at the individual deal level. Teams that track reasons consistently can identify systemic issues in their sales process, product positioning, or competitive response - and fix them.
How often should we analyze wins and losses?
Every closed deal should be logged within 48 hours while the details are fresh. Monthly or quarterly pattern reviews across the full dataset are where the strategic insights emerge. The granular log is only valuable if someone is looking at the aggregate picture.
What is the most underanalysed loss reason?
No decision. Teams obsess over losing to a competitor but the biggest silent killer in B2B sales is the prospect choosing to do nothing. No-decision losses are usually a symptom of insufficient urgency, no critical event, or a champion who could not build internal consensus - all coachable issues.
How does Airspeed automatically extract win/loss insights?
Airspeed analyses every call in a closed deal's history - not just the final call - to extract signals that correlate with the outcome. It looks at question types, objections raised, competitor mentions, champion engagement, and talk patterns. These signals are mapped to CRM fields automatically, giving revenue leaders a data-driven view of win/loss patterns without rep-entered notes.
Let Airspeed extract win/loss insights from every conversation
Automatic pattern detection across closed deals - without rep-entered notes or manual analysis. Every deal contributes to your competitive intelligence.