Checklist
How to read win-loss interviews
A checklist for turning a dozen buyer conversations into one decision
Seven checks for founders reading lost-deal and won-deal interviews. They keep one loud story from steering the roadmap, and tie each pattern to a single change. The three-buyer rule is a rule of thumb from the linked playbook, not a statistical test. Koji reports show the quotes behind each finding so you can check the count.
Where this appears
What's in this checklist
- Code each interview by deal, not by quote
- Count buyers who raised a reason without being asked
- Treat three or more in one segment as a pattern
- Check whether the same thing shows up in your wins
- Separate what the champion said from what finance said
- Choose one change for each pattern
- List the segments you did not hear from
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<a href="https://www.koji.so/visuals/read-win-loss-interviews-decision-checklist"><img src="https://www.koji.so/visuals/read-win-loss-interviews-decision-checklist/read-win-loss-interviews-decision-checklist.png" alt="Checklist for reading win-loss interviews: code by deal, count unprompted mentions, compare with wins, and pick one change per pattern." width="1200" height="630" /></a>
<p>Source: <a href="https://www.koji.so/visuals/read-win-loss-interviews-decision-checklist">How to read win-loss interviews</a>, Koji</p>
