Win-loss analysis is one of those things that everyone wants to do... but most PMMs rarely prioritize the work.

And that’s a shame, because when done right, win-loss is a goldmine. The good news? Win-loss is having it’s moment!

It’s never been easier to showcase the value of win-loss, get execs on board, and see real impact, fast. If you’re looking for a high-impact, high-visibility initiative, this is it.

In today’s edition, I’m breaking down my favorite takeaways from Klue’s 2025 Win-Loss Trends Report — plus, how you can apply them right now to make an impact in your role.

2025 Win-Loss Trends

29% of sales teams own their company’s win-loss program.

There’s a conflict of interest here — sales teams have a natural bias. They’re deep in the trenches, but they don’t always hear the full story (buyers might ghost them, sugarcoat feedback, or blame price when the real issue is something else altogether).

IMO, sales should not be responsible for researching why a deal was won or lost. Yes, they should be involved. Yes, they should provide context. But in order for the conversations to be truly unbiased, product marketing should lead.

💡 Next Steps

• If you’re not owning win-loss yet, start small. Shadow a few closed-lost calls, or work with RevOps to review deal data.

• Even if sales leads win-loss, PMMs should be involved — partnering on interviews, analyzing trends, and making sure insights don’t get buried. Ask to join forces!

40% of deals go through win-loss analysis.

And, of those deals, 70% are analyzed within the first month of closing — some as quickly as one week!

40% is actually higher than I expected, which is truly a testament to how far win-loss has come. I was pleased to see the one month turnaround on analysis. Timeliness is critical because details fade fast. If you’re waiting too long to review lost deals, you’re losing valuable insights.

The best teams don’t just collect feedback — they act on it.

💡 Next Steps

• Build a system to triage all won or closed deals, funnelling the right accounts into the win-loss pipeline.

• Consider ways to automate insight collection at scale, like distributing win-loss surveys.

44% of companies share their win-loss analysis quarterly.

To me, that’s way too long between insight collection and insight distribution. As we talked about at Day Camp a few weeks ago, win-loss shouldn’t be a once-a-quarter review — it should be an ongoing, integrated part of how we refine GTM strategy. If insights only surface every few months, we’re missing opportunities to adapt in real-time.

Let’s speed up those feedback loops!

💡 Next Steps

• If you’re tracking data but struggling to get buy-in, package win-loss insights into digestible formats. Try a "Competitor of the Month" report or a monthly win-loss Slack recap.

• Make it easy for sales to apply learnings. Ask them how they want to receive this type of intel, like via a podcast rather than an email.

98% of win-loss programs have executive visibility.

The only other PMM initiative I can think of with this level of attention is pricing and packaging. That means if you’re looking for a high-impact, high-visibility initiative that gets you in front of execs, win-loss is a prime opportunity.

💡 Next Steps

• If you’re running win-loss, make it a leadership conversation. Don’t keep findings hidden with PMM and sales. Present insights in exec meetings, link them to revenue trends, and show how they can shape strategic decisions.

76% of respondents said they wanted to use win-loss to support messaging and positioning.

This chart proves that win-loss has company-wide impact. We often associate win-loss with improving sales strategy, but it’s so much more than that. Product strategy, pricing and packaging, the list goes on.

A strong win-loss program doesn’t just help sales — it influences the entire GTM motion.

💡 Next Steps

• Expand the conversation beyond sales. If your win-loss insights are only reaching the sales team, loop in product, marketing, and leadership to make sure they’re being used across the business.

• Use win-loss to validate (or challenge) your positioning. If buyers consistently misunderstand your value prop, your messaging isn’t working. And win-loss can pinpoint where it’s breaking down.

VPs and C-Level Execs are bought into the value of win-loss.

This goes hand-in-hand with the visibility stat above. Leadership cares about win-loss because it’s driving results for the business.

70% said they saw clearer messaging, 56% saw higher win rates, and 53% saw more effective sales cycles.

💡 Next Steps

• Make sure your insights reach leadership. If your C-suite isn’t already engaged, highlight the impact. Show them how competitors are winning deals and how those insights can drive revenue growth.

• Tie your findings to real business outcomes. Instead of saying, "Buyers don’t think our product is differentiated," frame it as, "Our messaging gap is costing us deals, shifting our positioning could increase win rates by X%."

82% are using or planning to use AI in their win-loss programs.

More companies are automating transcription, sentiment analysis, and trend spotting. While AI helps scale win-loss, it still can’t replace talking to customers directly — especially for catching nuances that automated tools miss.

💡 Next Steps

• If your team isn’t using AI yet, look into tools that help automate interview transcriptions and detect themes faster.

• Mix qualitative and quantitative insights. AI can surface patterns, but you still need human judgment to validate what’s really happening.

What’s stood out to you the most? Reply and let me know!

CAMPER ESSENTIALS

📚 Reading List: Dig into the full 2025 Win-Loss Trends Report and use these findings to take your win-loss program to the next level.

📚 Reading List: Not sure how to implement your win-loss insights? Give your sales reps a story that sells using April Dunford’s Sales Pitch methodology.

🎉 Celebrations: It’s my BFF Ari Murray’s birthday today! If you’re a marketer in the e-comm/DTC space (or just like fancy things), her newsletter is a must-read. She’s the funniest gal I know.

Until next week,