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Win-Loss Analysis Report

Document template for Google Docs and Word

Make a copy in Google Docs
Type
Document
Price
Free
Pages
9 · US Letter
Style
Corporate
Difficulty
Beginner
Updated
November 4, 2026

Every page (9)

Overview

Rep-entered loss reasons skew toward price, so teams fix the wrong thing. This template analyses closed deals the way buyers describe them: the method and sample, win rate overall and against each rival, reasons won, reasons lost with no-decision kept separate, competitor patterns with a positioning map and a recommendation with options, a decision box and named owners.

The sample is a report for Orrindale Trading, a fictional B2B ordering platform, covering 46 deals from April 1 to September 30, 2026: a 33% win rate, speed and support as the top win reasons, and a $300,000 recommendation. Replace the sample description, win-rate figures and buyer quotes first, then list your recommendations with an owner and a due date.

Useful for

  • A quarterly win-loss review for sales and product marketing with buyer interviews behind it
  • A competitor deep dive that shows win rate by rival and what buyers said about each
  • A leadership decision paper that ranks options and asks the sponsor for a funding yes or no

What's included

  • Method page with a four-step process and a second flow from finding to action
  • Win rate page with a two-quarter chart by competitor, a buyer quote and discount note
  • Reasons won page with headline figures and three numbered reasons
  • Reasons lost article page with a pull quote and a separate no-decision section
  • Competitor table, positioning map and commentary, plus an options comparison page
  • Decision box with a sign-off question, three owned next steps and a Make it yours guide

How to use it

  1. 1

    Click Make a copy in Google Docs, then confirm on the Google page. The copy is saved to your own Google Drive.

  2. 2

    Describe your sample on the method page: period, deal count, number of interviews and how deals were picked.

  3. 3

    Replace the win-rate figures with your CRM numbers by segment and competitor, then paste three buyer quotes with permission and role.

  4. 4

    List your recommendations with an owner and a due date, and set the funding ask and the options on the decision pages.

  5. 5

    Delete the Make it yours page, then share the report or present it.

What you need

Requirements

  • A Google account with access to Google Drive

Works with

  • Google Docs
  • Microsoft Word (download the .docx)

Questions

How many deals do I need for a win-loss analysis?

Aim for 25 to 60 deals over two quarters and 12 to 20 buyer interviews. If you have fewer than 25, say so plainly and treat the findings as early signals.

Why separate no-decision from competitor losses?

No-decision has a different cause, such as no owner or no urgency. Counting it as a loss to a rival overstates competitor pressure and leads to the wrong fix.

Is Orrindale Trading real?

No. The organisation, the rival companies, the buyers quoted and every figure are fictional sample content. Replace them with your own deals and interviews before you share.

  • #win-loss-analysis
  • #lost-deal-review
  • #sales-report
  • #competitor-analysis
  • #win-rate
  • #buyer-interviews
  • #google-docs

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