Why the deal moved. If it does not change a sentence, it was a chat.
A win/loss analysis template is the interview and the note that feeds positioning. You are listening for the alternative they kept, the proof they did not believe, and the person who blocked. Ten polite calls with no change to the statement are theater.
Outcome, champion, economic buyer, alternative kept, reasons in their words, and one implication for the statement or the battlecard.
Won, lost, or no-decision — and amount.
The thing they stayed with.
Quote, not your summary.
What sentence on the site or card changes.
Scribe lost to “we’ll just build a Looker tile.” The Unlike clause had to name DIY BI, not only GA4.
Scribe
| Field | Filled |
|---|---|
| Outcome | Lost, $28k ACV |
| Alternative | Internal Looker tile |
| Quote | We did not believe we needed another vendor |
| Implication | Add DIY BI to alternatives; proof = time-to-join |
Later, they rewrite history.
That is the alternative, not the named rival on the shortlist.
If you cannot write it, the interview is unfinished.
| Mistake | Fix |
|---|---|
| Only calling wins | Losses teach the alternative. |
Someone who was not the AE on the deal. Honesty drops when the seller is on the line.