Win/Loss Analysis (Framework: Market → Win/Loss Analysis)

Rule: Win/loss should be done by someone not involved in that sales effort. You are evaluating the buying process, not the salespeople. Build a champion in sales leadership to get access, and reassure everyone you're studying how the market buys. Ideally the product team owns win/loss. See ../pm-copilot/references/framework.md.

Ranking scales (use verbatim)

• Perception / quality (most questions): rank 1–6, where 1 = Poor, 6 = Excellent, NA = Not Applicable. (Site-visit value: 1 = Low, 6 = High.)
• Price / value: rank 1–5, where 1 = Lower, 3 = On Par, 5 = Higher, plus "No Response."
• Conclusion perception: rank 1–6, 1 = Poor, 6 = Excellent.

The interview guide — 8 sections (~49 questions)

1. Customer Information — Company name, address, and a contacts table (Name / Title / Phone / Email).

2. Engagement Background — Did you know of us before initial contact? (Y/N) If so, how? Prior perception of company / products & services / support (1–6). How was initial contact made? (Unsolicited RFI / Unsolicited RFP / Cold Call / Channel Lead / Web). Who made contact, and when?

3. Marketing — Which informational tools did you use? (corporate & product brochures, website, white papers, analyst reports, trade magazines, technical papers…). Rate corporate literature / product literature / website (1–6) with comments.