<!-- Win/loss analysis · from Chapter 13 of The Product 360 Handbook -->

# Win/loss analysis · [Product] · [Period]

**Sponsor:** [Executive]   **Interviewer:** [Neutral third party / internal non-sales]   **Owner:** [PM]

## Sample
| Segment | Wins | Losses to competitor | No decision | Churned | Interviews completed | Deals in period |
|---|---|---|---|---|---|---|
| | | | | | | |

Sample matches pipeline mix? [Yes / No: gaps are ...]

## Win rate trend
[By quarter and segment, from CRM]

## Reason taxonomy (stable codes)
Product gap · Price · Trust or risk · Timing · Relationship · Competitor strength · Status quo · Other

## Top reasons won
| Code | Count | Short buyer quote or paraphrase | Evidence beyond the interview |
|---|---|---|---|
| | | | |

## Top reasons lost (including no decision)
| Code | Count | Short buyer quote or paraphrase | Stated reason vs evidence |
|---|---|---|---|
| | | | |

## Competitor-specific patterns
-

## No-decision patterns
-

## Implications and actions
| Theme | Product | Positioning | Sales | Owner | Due |
|---|---|---|---|---|---|
| | | | | | |

## Coding quality
AI-assisted coding? [Y/N] · Sample checked by a person: [n of N] · Corrections made: