Klue spoke with 300+ marketing, product marketing, and competitive intelligence leaders to understand how they’re investing in win-loss, their strategic priorities, and future trends for 2025.
In the REPORT
CHAPTER 1
Demographics
We surveyed 313 leaders across roles, company sizes, and regions to understand who’s driving today’s Win-Loss programs
CHAPTER 2
Program Structure & Ownership
This section explores who owns Win-Loss, how resources are allocated, and the types of data sources teams rely on.
CHAPTER 3
Process & Methodologies
We break down how leaders prioritize deals, collect feedback, and share Win-Loss insights across their business.
Win-Loss & Competitive Intelligence
Every year at Klue, we talk to hundreds of teams running win-loss programs.
New Book Coming April 2, 2025
The Ultimate Guide to Building a Better Win‑Loss Program
Some gather stories from sellers or piece together intelligence from Gong calls. Others turn to CRM data, only to encounter questionable reason codes or incomplete fields.
But the most successful companies do things differently. They collect win-loss data beyond their four virtual walls and use that information to drive real change across their business.
And that is the purpose of our 2025 Win-Loss Trends Report: to dive into how leaders are running their win-loss programs. What’s working, what’s not, and where the biggest opportunities lie.
So, as you read through this report, ask yourself: Are we just gathering insights, or are we making them work for us?
The answer might be the key to your next big win.
Ryan Sorley,
VP Win-Loss @ Klue
CHAPTER 1
Demographics
We spoke with 313 leaders involved in win-loss:
… so, what did they have to say?!
CHAPTER 2
Program Structure & Ownership
Win-Loss is owned primarily by product marketing.
Resources and spend differ for win-loss dependent on company size.
How to launch Win-Loss with READYGO
Seismic Sets The ‘Gold Standard’ for Win-Loss Enablement
Getting Started: How to Build the Foundations for a Successful Win-Loss Program
Larger companies use a wide array of data sources for their win-loss research, while smaller companies are more likely to keep an internal approach
ADDITIONAL RESOURCEs
Three contestants share their wildest CRM loss reasons in the first episode of Sellers Say The Darndest Things
Former CEO at Enexion shares the risk of relying on your sellers for win-loss
This Shocking Discovery From a Win-Loss Interview
Sellers Say the Darndest Things
CHAPTER 3
Process & Methodologies
How are program leaders deciding which deals to dig deeper on?
On average, 40% of deals go through win-loss analysis, and 70% of these deals analyzed were closed within the month prior.
Deals with large contracts, strategic importance, and specific competitors present often get prioritized.
How do you prioritize which deals undergo in-depth analysis?
ADDITIONAL RESOURCEs
Hear how Dan Hamilton, VP of Competitive Intelligence at Salesforce, prioritizes the deals they target for win-loss analysis.
Your Step-by-step Guide on How to Conduct Win-Loss Interviews with Buyers
How to Effectively Source Win-Loss Interviews
Win-loss insights are shared cross-functionally, however sales is the most common stakeholder.
What teams are supported by win-loss analysis?
These insights are most commonly shared with teams on a quarterly or ad hoc basis.
Program leaders primarily share win-loss insights through executive summaries and company communication channels.
However, those that shared on a more frequent basis used more channels to deliver insights.
How do you share Win-Loss insights with the business?
ADDITIONAL RESOURCEs
Valerie Bonaldo, Director of Product Marketing at Seismic, shares her secret to getting cross-functional buy-in for win-loss.
Win-Loss Executive Summary Template
How to Drive Action with Win-Loss Insights
CHAPTER 4
Strategic Priorities & Impact
Win-loss is a major input for senior leadership, with 98% of programs having executive visibility.
And win-loss supports strategic priorities across the entire business.
What strategic initiatives did you intend to support with win-loss when starting?
Here’s a look at the impact win-loss respondents shared:
What are the improved results you’ve seen after running win-loss?
Leaders that use external research as a data source are 12% more likely to say win-loss has a significant (or greater) impact on the business.
How would you rate the overall impact of win-loss
analysis on your organization
Raising Your Winning Percentage with Win-Loss
3 Win-Loss Secrets from the C-Suite
CHAPTER 5
Win-Loss & Competitive Intelligence
Win-loss is considered an important source of intel to support competitive strategy.
How would you rate win-loss research as an intel source to support your competitive strategy?
2 out of 3 leaders manage their win-loss and competitive intel programs together, while 10% plan to combine programs.
The greatest benefits they see by combining are:
Leaders that are combining programs are nearly three times more likely to report that win-loss has a significant (or greater) impact on the business.
How would you rate the impact of win-loss on your business?
How Market Leaders Combine Win-Loss & Competitive Enablement
Amping Up Competitive Enablement with Win-Loss Analysis
CHAPTER 6
AI & Future Trends
AI is being increasingly used in win-loss workflows.
41% are using AI in their win-loss program today, while 41% are planning to start using AI in 2025.
On average, program leaders are augmenting 21% of their win-loss work with AI.
And they are using AI for tasks such as:
ADDITIONAL RESOURCEs
Watch how you can use Klue’s AI to upload and analyze themes from your own win-loss interviews in under one minute.
The top priorities program leaders shared for their win-loss programs in 2025 are:
And 95% of program leaders are looking to maintain or increase their budget for win-loss in order to do so.
How do you expect your win-loss budget to change next year?
ADDITIONAL RESOURCES
Want to learn more about how you can run win-loss in your organization?
Check out some of the resources below.
KLUE WIN LOSSHow to Bring Win-Loss Analysis into your Compete program
Guide Get on the waitlist for our new book on win-loss
The Compete CommunityConsume the top Win-Loss content from our Compete community
KLUE WIN-LOSS
Still curious about Win-Loss?
Learn how Klue helps you capture and analyze objective feedback from your buyers to remove bias from your decision-making.