Win-loss interview analysis template

Extract insights from won and lost deals. Interview timing: 2-4 weeks after decision (emotions settled, memory fresh). Conductor: neutral party (product manager, not account exec). Questions for wins: 1. Why did you choose us? 2. What almost made you choose competitor? 3. How was the buying process? 4. What could we improve? Questions for losses: 1. Why did you choose competitor? 2. What could we have done differently? 3. How did competitors differentiate? 4. Would you consider us in future? Document verbatim quotes. Identify patterns across 10+ interviews. Common themes: pricing, features, support, trust. Share findings with product, marketing, sales teams quarterly. Adjust messaging, product roadmap, sales process.