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🔍Win/Loss Analysis

Post-deal analysis template to understand why a deal was won or lost and capture lessons for the team.

by Peopsy

Preview: Win/Loss Analysis

Win/Loss Analysis

💡

Complete this within 1 week of deal outcome. The longer you wait, the more nuance you lose.

Deal Summary

Field

Details

Account

[Company Name]

Deal Value

[$X ARR]

Cycle Length

[X days]

Competitors

[Competitor 1, Competitor 2]

Outcome

[Won / Lost]

Deal Owner

[Name]

Review Date

[Date]

Outcome Details

Stated reason (what the buyer told us):

[e.g., "Your product was the best fit for our needs" or "We went with a cheaper option"]

Real reason (what we believe actually drove the decision):

[e.g., "Our champion pushed hard internally" or "Their CTO had a prior relationship with the competitor"]

💜

The stated reason and real reason are often different. Dig deeper by asking the buyer for candid feedback after the decision.

Buying Process Analysis

  • How did the buyer first learn about us? [Source]

  • What was their evaluation process? [Steps they took]

  • Who were the key decision-makers? [Names and roles]

  • What criteria mattered most to them? [Top 3 factors]

  • How long did each stage take? [Timeline breakdown]

  • Was there a formal RFP or informal evaluation? [Process type]

Competitive Dynamics

  • Who else did they evaluate? [Competitors]

  • Where did we win on comparison? [Our strengths in their eyes]

  • Where did we lose on comparison? [Our weaknesses in their eyes]

  • What was the competitor's pricing approach? [If known]

  • Did the competitor have an existing relationship? [Details]

Our Execution

How well did our team execute across the sales process?

Area

Rating

Notes

Discovery quality

[Strong / Adequate / Weak]

[Notes]

Demo relevance

[Strong / Adequate / Weak]

[Notes]

Responsiveness

[Strong / Adequate / Weak]

[Notes]

Stakeholder coverage

[Strong / Adequate / Weak]

[Notes]

Competitive positioning

[Strong / Adequate / Weak]

[Notes]

Negotiation

[Strong / Adequate / Weak]

[Notes]

Executive engagement

[Strong / Adequate / Weak]

[Notes]

Product Fit

  • Was the product a genuine fit for their use case? [Yes / Partially / No]

  • What features were most valued? [List]

  • What features were missing or insufficient? [List]

  • Would product improvements have changed the outcome? [Assessment]

Key Lessons

✅

The value of win/loss analysis is in the patterns that emerge over time. Share these lessons broadly.

  • [Lesson 1: What should we keep doing?]

  • [Lesson 2: What should we start doing?]

  • [Lesson 3: What should we stop doing?]

Recommendations

[Recommendation for sales process] — Owner: [Name]

[Recommendation for product team] — Owner: [Name]

[Recommendation for marketing/messaging] — Owner: [Name]

Share findings in next team meeting — Owner: [Name]

About this template

The best sales teams learn from every outcome — wins and losses alike. This win/loss analysis template guides you through a structured post-deal review: what was the stated vs. real reason for the outcome, how did the buyer evaluate options, where did competitive dynamics shift the deal, how well did your team execute, and was the product a genuine fit? The insights compound over time, helping your entire organization improve win rates, sharpen messaging, and build better product. Use it after every closed-won and closed-lost deal, then share findings in your next team meeting.

Tags

win-lossdeal-analysispost-mortemsales-improvementcompetitive-intelligence

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Weekly Planner

💜

Weekly Focus: What is the ONE thing that would make this week a success? Write it here and keep it visible.

Week of: [Date] — [Date]

Monday

Most important task for the day

Second priority task

Third priority task

Tuesday

Most important task for the day

Second priority task

Third priority task

Wednesday

Most important task for the day

Second priority task

Third priority task

Thursday

Most important task for the day

Second priority task

Third priority task

Friday

Most important task for the day

Second priority task

Wrap up loose ends and prep for next week

Weekly Review

✅

Take 15 minutes on Friday afternoon to reflect on your week. This small habit compounds into massive clarity over time.

  • What did I accomplish this week?

  • What didn’t get done and why?

  • What should I carry forward to next week?

  • What’s one thing I could improve next week?

📅Weekly Planner

Plan your week with daily task lists, a weekly focus area, and an end-of-week review.

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Change Order Request

💡

Complete this form for every proposed change to the original contract scope. Attach supporting documents (sketches, specs, photos) before routing for approval.

CO Details

Field

Value

CO Number

[CO-001]

Project Name

[Project Name]

Contract Number

[Contract #]

Date Initiated

[YYYY-MM-DD]

Requested By

[Name / Company]

Priority

[Standard / Urgent / Critical Path]

Parties

Role

Name

Company

Contact

Owner / Client

[Name]

[Company]

[Email / Phone]

General Contractor

[Name]

[Company]

[Email / Phone]

Architect of Record

[Name]

[Company]

[Email / Phone]

Subcontractor (if applicable)

[Name]

[Company]

[Email / Phone]

Description of Change

Reason for Change:

  • [Owner-directed change]

  • [Design error or omission]

  • [Unforeseen site condition]

  • [Code or regulatory requirement]

  • [Value engineering]

  • [Other: describe]

Detailed Description:

[Provide a detailed narrative of what is changing, why, and what areas of work are affected. Reference drawing numbers, spec sections, and RFI numbers as applicable.]

Reference Documents

  • [RFI #___]

  • [Drawing Sheet ___]

  • [Specification Section ___]

  • [Photo / Sketch attached]

Cost Impact

⚠️

All cost estimates must include labor, material, equipment, subcontractor markup, and overhead & profit per contract terms.

Item

Description

Qty

Unit

Unit Cost

Total

1

[Labor — trade description]

[X]

[hrs]

[$XX.XX]

[$X,XXX]

2

[Material — description]

[X]

[ea/lf/sf]

[$XX.XX]

[$X,XXX]

3

[Equipment rental]

[X]

[days]

[$XXX]

[$X,XXX]

4

[Subcontractor — name/trade]

[1]

[LS]

[$X,XXX]

[$X,XXX]

Subtotal

[$X,XXX]

Overhead & Profit (__ %)

[$XXX]

Total CO Value

[$X,XXX]

Net impact to contract value: [+ / - $X,XXX]

Schedule Impact

Field

Value

Days Added / Removed

[+/- X calendar days]

Affected Activities

[List critical path activities impacted]

Revised Substantial Completion

[YYYY-MM-DD]

Concurrent Work Possible?

[Yes / No — explain]

Approval Chain

Step

Role

Name

Date

Status

1

Submitted by (Requestor)

[Name]

[Date]

[Submitted]

2

Reviewed by (PM / Superintendent)

[Name]

[Date]

[Pending]

3

Approved by (GC Principal)

[Name]

[Date]

[Pending]

4

Approved by (Architect)

[Name]

[Date]

[Pending]

5

Approved by (Owner)

[Name]

[Date]

[Pending]

Verification Checklist

Scope clearly defined and not duplicated in other COs

Cost breakdown includes all labor, material, equipment, and markup

Schedule impact reviewed with superintendent

Downstream trade impacts identified (see Cascading Impact page)

Supporting documents attached (drawings, specs, photos)

Insurance and bonding implications reviewed if CO exceeds threshold

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Client Onboarding Hub

💡

Use this hub as your single source of truth for every new client engagement. Complete the overview below, then work through each sub-page to ensure a smooth, professional onboarding experience.

Client Overview

Field

Details

Client Name

[Company Name]

Main Contact

[Name, Title, Email, Phone]

Account Manager

[Your team member]

Start Date

[YYYY-MM-DD]

Retainer Value

[$X,XXX / month]

Services

[SEO, Content, Paid Media, Social, etc.]

Communication Cadence

[Weekly calls, bi-weekly reports, monthly reviews]

Contract Length

[6 months / 12 months / ongoing]

Billing Cycle

[Monthly / Quarterly]

Primary Goal

[e.g., Increase qualified leads by 40% in 6 months]

Master Onboarding Checklist

Work through each item below. Check them off as you go — aim to complete all items within the first two weeks of engagement.

Send welcome email with onboarding packet and team introductions

Schedule kickoff call (all stakeholders from both sides)

Set up shared Slack channel or communication workspace

Collect brand assets (logos, fonts, color codes, style guide)

Configure tools access (analytics, ad platforms, CMS, social accounts)

Create client reporting dashboard with agreed-upon KPIs

Establish content/creative approval workflow and turnaround times

Document escalation paths and emergency contacts

Set up project management board with initial deliverables

Schedule recurring check-in meetings for the first 90 days

Conduct internal team briefing on client goals and sensitivities

Send first check-in summary within 48 hours of kickoff

Key Dates & Milestones

Milestone

Target Date

Owner

Status

Welcome email sent

[Date]

[Name]

Pending

Kickoff call completed

[Date]

[Name]

Pending

All access credentials received

[Date]

[Name]

Pending

Brand guidelines documented

[Date]

[Name]

Pending

Reporting dashboard live

[Date]

[Name]

Pending

First deliverable shipped

[Date]

[Name]

Pending

30-day check-in

[Date]

[Name]

Pending

90-day review

[Date]

[Name]

Pending

💜

Pro tip: Share this hub (or a client-facing version) with your new client so they can see progress and know exactly what to expect during onboarding.

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A structured multi-page hub for onboarding new agency clients — from kickoff to 90-day success.

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