Fiducia TogetherWin-loss analysis
Finding out why you won and why you lost. Ask, and people usually tell you.
Please note: This page explains what a term means. It is general information, not legal, financial, tax or investment advice, and it does not know anything about your business. Before you sign, file or commit to anything, check it with an accountant, a solicitor, or the official guidance we link to.
What it means
Win-loss analysis reviews closed opportunities to identify patterns in why deals were won or lost.
Why it matters
It is the cheapest competitive intelligence there is and almost nobody does it, because asking about a loss is uncomfortable.
What it looks like in practice
Ask the customer, not the salesperson. "What did we get wrong?" and "who did you choose and why?" produce more than any internal review.\n\nCode the reasons consistently so patterns emerge over a year.
What to watch out for
Attributing every loss to price. It is the easiest answer to give and to hear, and it is often not the real one.
Where to get proper advice
Your own figures.
Where to read more
Last reviewed 2026-08-28 by Fiducia Together · Next review due 2027-08-28
Please note: This page explains what a term means. It is general information, not legal, financial, tax or investment advice, and it does not know anything about your business. Before you sign, file or commit to anything, check it with an accountant, a solicitor, or the official guidance we link to.