- Q.01
- Q.02
- Q.03
- Q.04
What was the actual decision criterion that tipped the deal?
How did the buyer describe us vs the alternative they chose?
Where in the sales process did we lose them?
What feature gap or positioning gap is consistently coming up?
Win Loss Analysis
Your account team's win-loss notes are biased — wins overweight skill, losses overweight pricing. Independent third-party win-loss interviews reveal the actual decision criteria buyers used. Most of our clients run quarterly programmes after one engagement.
- Discipline
- win loss analysis
- Pricing
- €15,000–€60,000 / year programme
- Timeline
- Quarterly cycles, continuous
- Format
- Project or programme
01/What It IsDiscipline definition
Win-loss analysis is the structured practice of interviewing recent buyers (both those who chose you and those who didn't) to surface the actual decision criteria, competitive perception and product gaps driving outcomes.
02/When To Run It4 trigger moments
- +Your sales team's loss explanations all sound the same (and that's suspicious)
- +Pre-renewal: understand what's driving churn vs retention
- +Product-led growth: which features actually drove the conversion?
- +Competitive displacement work — where exactly are you losing?
03/How FieldSignal DeliversOur approach
- +15–50 calls per quarter (mix of recent wins and recent losses)
- +Trained interviewers, not your sales team or AE
- +Structured findings: decision criteria, perception, gaps
- +Quarterly briefings with rolling 12-month trend analysis
04/Sample Questions4 examples
05/Pricing & TimelineHonest ranges
05.1
Pricing range
€15,000–€60,000 / year programme
Range reflects project size and complexity. Smaller engagements possible — ask.
05.2
Timeline
Quarterly cycles, continuous
Accelerated timelines available for live transactions or competitive launches.
06/Related Disciplines3 suggestions
06
VOICE OF CUSTOMER
voice of customer
Programmatic third-party customer interviews — feedback your customers won't give you directly.
01
COMPETITIVE INTELLIGENCE
competitive intelligence
Always-on CI programmes backed by expert interviews, channel checks and structured tracking.
13
CUSTOMER RESEARCH
customer research
Programmatic and ad-hoc customer interviews across B2B and B2C verticals.
Run win loss analysis with us. Brief in 24h.
We'll tell you if the discipline doesn't fit the decision.
Contact Us →