# Win/Loss Analysis Report

**Card ID**: `PMK-{PROJECT}-{NNNN}`
**Version**: 1.0
**Period**: {START_DATE} to {END_DATE}
**Product**: {PRODUCT_NAME}
**Owner**: {OWNER_NAME}

---

## Executive Summary

### Key Findings

{3-5 bullet summary of most important insights}

### Win Rate Trend

| Period | Opportunities | Wins | Win Rate | Trend |
|--------|---------------|------|----------|-------|
| {Current} | {#} | {#} | {%} | {↑/↓/→} |
| {Previous} | {#} | {#} | {%} | |
| {YoY} | {#} | {#} | {%} | |

### Top Actions

| Priority | Action | Owner | Impact |
|----------|--------|-------|--------|
| 1 | {Action} | {Name} | {Expected impact} |
| 2 | {Action} | {Name} | {Expected impact} |
| 3 | {Action} | {Name} | {Expected impact} |

---

## Win Analysis

### Win Rate by Segment

| Segment | Opportunities | Wins | Win Rate |
|---------|---------------|------|----------|
| {Segment 1} | {#} | {#} | {%} |
| {Segment 2} | {#} | {#} | {%} |
| {Segment 3} | {#} | {#} | {%} |

### Win Rate by Deal Size

| Deal Size | Opportunities | Wins | Win Rate |
|-----------|---------------|------|----------|
| <$10K | {#} | {#} | {%} |
| $10K-$50K | {#} | {#} | {%} |
| $50K-$100K | {#} | {#} | {%} |
| >$100K | {#} | {#} | {%} |

### Win Rate by Competitor

| Competitor | Head-to-Head | Wins | Win Rate |
|------------|--------------|------|----------|
| {Competitor 1} | {#} | {#} | {%} |
| {Competitor 2} | {#} | {#} | {%} |
| {Competitor 3} | {#} | {#} | {%} |
| No competition | {#} | {#} | {%} |

---

## Why We Win

### Top Win Factors

| Factor | Frequency | Impact |
|--------|-----------|--------|
| {Factor 1} | {%} of wins | High |
| {Factor 2} | {%} of wins | High |
| {Factor 3} | {%} of wins | Medium |
| {Factor 4} | {%} of wins | Medium |

### Win Factor Details

**{Factor 1}: {Name}**

- Description: {What this factor is}
- Customer quotes:
  > "{Verbatim quote}"
- Implications: {What this means for GTM}

**{Factor 2}: {Name}**

{Repeat structure}

### Competitive Win Reasons

| vs. Competitor | Primary Win Reason | Supporting Reasons |
|----------------|-------------------|-------------------|
| {Competitor 1} | {Main reason} | {Other factors} |
| {Competitor 2} | {Main reason} | {Other factors} |

---

## Why We Lose

### Top Loss Factors

| Factor | Frequency | Addressable? |
|--------|-----------|--------------|
| {Factor 1} | {%} of losses | Yes/Partial/No |
| {Factor 2} | {%} of losses | Yes/Partial/No |
| {Factor 3} | {%} of losses | Yes/Partial/No |
| {Factor 4} | {%} of losses | Yes/Partial/No |

### Loss Factor Details

**{Factor 1}: {Name}**

- Description: {What this factor is}
- Customer quotes:
  > "{Verbatim quote}"
- Root cause: {Underlying issue}
- Recommendation: {How to address}

**{Factor 2}: {Name}**

{Repeat structure}

### Competitive Loss Reasons

| to Competitor | Primary Loss Reason | Their Advantage |
|---------------|--------------------|-----------------|
| {Competitor 1} | {Main reason} | {What they do better} |
| {Competitor 2} | {Main reason} | {What they do better} |

### No-Decision Analysis

| Reason | Frequency |
|--------|-----------|
| Budget frozen | {%} |
| Priority shifted | {%} |
| Internal solution | {%} |
| Timing | {%} |
| Champion left | {%} |

---

## Competitive Intelligence

### Competitor Comparison (from buyer feedback)

| Attribute | Us | Comp 1 | Comp 2 |
|-----------|-----|--------|--------|
| Product capabilities | {Rating} | {Rating} | {Rating} |
| Ease of use | {Rating} | {Rating} | {Rating} |
| Price/value | {Rating} | {Rating} | {Rating} |
| Support | {Rating} | {Rating} | {Rating} |
| Integration | {Rating} | {Rating} | {Rating} |
| Brand trust | {Rating} | {Rating} | {Rating} |

### Competitive Trends

| Competitor | Trend | Implication |
|------------|-------|-------------|
| {Competitor 1} | {What changed} | {Impact on us} |
| {Competitor 2} | {What changed} | {Impact on us} |

---

## Pricing Analysis

### Price Sensitivity

| Outcome | Average Deal Size | Price as Factor |
|---------|-------------------|-----------------|
| Wins | ${Amount} | {%} cited price |
| Losses | ${Amount} | {%} cited price |

### Discount Analysis

| Discount Range | Win Rate | Average Deal Size |
|----------------|----------|-------------------|
| No discount | {%} | ${Amount} |
| 1-10% | {%} | ${Amount} |
| 11-20% | {%} | ${Amount} |
| 21%+ | {%} | ${Amount} |

### Price Positioning

| vs. Competitor | Our Perception | Reality |
|----------------|----------------|---------|
| {Competitor 1} | {How we're seen} | {Actual} |
| {Competitor 2} | {How we're seen} | {Actual} |

---

## Sales Process Insights

### Deal Velocity

| Outcome | Avg Days | Stages |
|---------|----------|--------|
| Wins | {Days} | {Avg stages} |
| Losses | {Days} | {Avg stages} |

### Stage Conversion

| Stage | Entry | Exit | Conversion |
|-------|-------|------|------------|
| Discovery | {#} | {#} | {%} |
| Demo | {#} | {#} | {%} |
| Proposal | {#} | {#} | {%} |
| Negotiation | {#} | {#} | {%} |
| Closed | {#} | - | - |

### Winning Behaviors

| Behavior | Win Rate Impact |
|----------|-----------------|
| {Behavior 1} | +{%} win rate |
| {Behavior 2} | +{%} win rate |
| {Behavior 3} | +{%} win rate |

---

## Product Feedback

### Feature Gaps Cited

| Feature Gap | Frequency | Impact | Roadmap Status |
|-------------|-----------|--------|----------------|
| {Gap 1} | {#} mentions | High | {Status} |
| {Gap 2} | {#} mentions | Medium | {Status} |
| {Gap 3} | {#} mentions | Low | {Status} |

### Product Strengths Cited

| Strength | Frequency |
|----------|-----------|
| {Strength 1} | {#} mentions |
| {Strength 2} | {#} mentions |
| {Strength 3} | {#} mentions |

### Integration Requests

| Integration | Frequency | Competitor Has? |
|-------------|-----------|-----------------|
| {Integration 1} | {#} | Yes/No |
| {Integration 2} | {#} | Yes/No |

---

## Recommendations

### For Product

| Recommendation | Priority | Expected Impact |
|----------------|----------|-----------------|
| {Rec 1} | High | {Impact} |
| {Rec 2} | Medium | {Impact} |
| {Rec 3} | Medium | {Impact} |

### For Marketing

| Recommendation | Priority | Expected Impact |
|----------------|----------|-----------------|
| {Rec 1} | High | {Impact} |
| {Rec 2} | Medium | {Impact} |
| {Rec 3} | Medium | {Impact} |

### For Sales

| Recommendation | Priority | Expected Impact |
|----------------|----------|-----------------|
| {Rec 1} | High | {Impact} |
| {Rec 2} | Medium | {Impact} |
| {Rec 3} | Medium | {Impact} |

### For Pricing

| Recommendation | Priority | Expected Impact |
|----------------|----------|-----------------|
| {Rec 1} | {Priority} | {Impact} |

---

## Methodology

### Data Sources

| Source | Sample |
|--------|--------|
| Win interviews | {#} |
| Loss interviews | {#} |
| No-decision interviews | {#} |
| CRM data | {#} opportunities |
| Sales surveys | {#} responses |

### Interview Process

- Interview timing: {When post-decision}
- Interview method: {Phone/Video/Survey}
- Interviewer: {Internal/Third-party}
- Average duration: {Minutes}

### Sample Profile

| Attribute | Distribution |
|-----------|--------------|
| Deal size | {Breakdown} |
| Industry | {Breakdown} |
| Company size | {Breakdown} |
| Competitor | {Breakdown} |

---

## Appendix

### A. Representative Win Story

**{Customer Name}**
- Industry: {Industry}
- Deal size: ${Amount}
- Competitors: {Who}
- Decision factors: {Key reasons}
- Quote: "{Customer quote}"

### B. Representative Loss Story

**{Prospect Name}**
- Industry: {Industry}
- Deal size: ${Amount}
- Won by: {Competitor}
- Decision factors: {Key reasons}
- Quote: "{Prospect quote}"

### C. Full Data Tables

{Link to detailed data}

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## Version History

| Version | Date | Author | Changes |
|---------|------|--------|---------|
| 1.0 | {DATE} | {Name} | Initial report |

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*Template version: 1.0 | MMK Framework*