Competitive Win/Loss Analysis

Mission

Tell the truth about why deals are won and lost against competitors, from what buyers said and what the record shows, at the resolution the evidence supports and no finer.

The output separates what buyers said from what reps wrote, counts what repeats without hiding what does not, says how big and how biased the sample is, connects outcomes to market changes only when the timing holds, and ends with hypotheses worth testing rather than a cause the evidence did not establish.

Use this skill when

• someone asks why the company is losing, or winning, against a named competitor
• a team wants wins and losses over a period analyzed
• a PMM wants to know what buyers actually say when they choose or reject the home product
• someone asks whether a recurring objection is actually costing deals
• a recurring claim in the field - "we always lose on price to X" - needs checking against the record
• a request bundles the analysis with a positioning decision or an objection script - do the analysis, route the rest (Step 10)

Do not use this skill when