Guide
Six win-loss analysis mistakes
Six mistakes that weaken a win-loss program: relying on CRM lost-reason fields, having the rep who ran the deal do the interview, skipping won deals, waiting more than 30 days, treating it as a one-off project and keeping findings inside one team. Use it as a check when you set up or review a program. A neutral interviewer, such as Koji's AI interviewer, deals with the second mistake.
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What's in this guide
- Trusting CRM lost reasons: The reason in the CRM is the rep's guess. The buyer often has a different one.
- Letting the rep run the interview: Buyers protect the relationship instead of telling the truth.
- Only interviewing losses: Wins show your real differentiators. Without them you fixate on weaknesses.
- Interviewing too late: After 30 days, buyers forget the details that mattered.
- Running a project, not a program: A one-off study is a snapshot. An ongoing program keeps learning.
- Keeping findings in one team: Share them with sales, product, marketing and leadership, or they die in a spreadsheet.
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<a href="https://www.koji.so/visuals/win-loss-analysis-six-common-mistakes"><img src="https://www.koji.so/visuals/win-loss-analysis-six-common-mistakes/win-loss-analysis-six-common-mistakes.png" alt="List of six win-loss analysis mistakes, from trusting CRM lost reasons and letting the sales rep interview to running a one-off project." width="1080" height="1080" /></a>
<p>Source: <a href="https://www.koji.so/visuals/win-loss-analysis-six-common-mistakes">Six win-loss analysis mistakes</a>, Koji</p>
