# Win / Loss Review Template

Debrief closed deals to learn why buyers chose you or a competitor, then turn the patterns into sharper messaging, product, and sales plays. Study wins and losses together.

**Duration:** 45 minutes
**Cadence:** Monthly
**Participants:** Sales, marketing, and product leaders (3-8 people)

## Agenda

- [ ] Set the sample (5 min) - pick a balanced set of recent wins and losses
- [ ] Win patterns (12 min) - why buyers chose you, what nearly killed each deal
- [ ] Loss patterns (12 min) - separate price, product, timing, process reasons
- [ ] Competitive signal (8 min) - who you won and lost against, competitor moves
- [ ] Decisions and owners (8 min) - changes to messaging, product, process with owners

## Tips

- Use the buyer's words, not the rep's rationalization
- Separate controllable from uncontrollable losses
- Look for patterns across deals, not one dramatic one
- Assign an owner to every pattern or nothing improves

## Notes / Next steps

- Win drivers seen: _____________________________
- Loss drivers seen: ____________________________
- Competitive notes: ____________________________
- Changes to make / owners: _____________________

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Free template from OrgTP. Adapt or run it live at orgtp.com/templates/win-loss-review-meeting