Win-Loss Analysis Report
Docs + Word9 pages
Free
- Type
- Document
- Price
- Free
- Pages
- 6 · US Letter
- Style
- Minimal
- Difficulty
- Beginner
- Updated
- November 6, 2026
Every page (6)
Overview
Rep opinions about lost deals tend to blame price, which hides the real causes. This four-page Google Docs review sets out one lost deal from first contact to the buyer's decision, then tests it against the buyer's own words and the team's wider win and loss pattern. It is organized as a short case: the summary and timeline first, why we lost next, and lessons with owned actions last.
The sample is a fictional Ravenmoor Trading deal with Bramblecote Logistics, an $86,000 annual subscription lost to Quillon Software after 96 days. It includes 20 buyer interviews, 9 of them from lost deals, and three recommendations with owners. Replace the deal, figures and quotes with your own, and check each claim against the call notes before the review is shared.
Useful for
- A sales manager reviewing one lost deal with the rep before the next quarter
- A product marketer checking whether competitor pricing explains recent losses
- A CEO asking whether last quarter's win and loss actions changed anything
What's included
- Deal summary page with a six-step action checklist and a month Gantt
- Timeline page with five dated milestones and a gate-by-gate buyer view
- Why we lost page with a buyer interview chart and a customer quote
- Lessons page with a four-part review grid, timeline and owned checklist
- Callouts page with success, warning and tip notes and a follow-up list
- Make-it-yours guide page with five steps to replace the sample
How to use it
- 1
Click Make a copy in Google Docs, then confirm on the Google page. The copy is saved to your own Google Drive.
- 2
Replace the deal summary with your CRM figures, owners and due dates.
- 3
Describe your sample: the period, deal count, interviews and how deals were picked.
- 4
Paste buyer quotes only with permission, and remove names where the buyer asked.
- 5
Delete the guide page, then share the review with the sales team or present it at the meeting.
What you need
Requirements
- A Google account with access to Google Drive
Works with
- Google Docs
- Microsoft Word (download the .docx)
Questions
Why not use the CRM loss reasons?
CRM loss reasons are often entered by reps, and they skew toward price. Use buyer interviews for the reasons and the CRM for the counts, and keep no-decision deals as a separate cause.
Are Ravenmoor Trading, the buyers and the figures real?
No. Ravenmoor Trading, Bramblecote Logistics, Quillon Software, the people and every figure in this review are fictional sample data. Replace them with your own before you share the review.
How many lost deals should I review?
Start with the largest losses in the last quarter, and aim for enough interviews to see a pattern. Five deals show a story, not a trend, so state the sample size next to every conclusion.
- #win-loss-analysis
- #lost-deal-review
- #sales-review
- #google-docs-template
- #competitor-analysis
- #sales-coaching
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