The Complete Reference for Win/Loss Analysis, Research, and Programs
The complete reference on win/loss analysis, research, and program design. Built for Executive, Product Marketing, and Competitive Intelligence teams at B2B SaaS and technology companies working to sharpen GTM strategy, shape brand perception, improve sales execution, and boost win rates. Written by Daniel Oxenburgh, founder of Ox Win/Loss.
Win/Loss Research Topics
- Why Internal Win/Loss Data Fails
CRM notes, call recordings, and internal surveys structurally exclude the buyers with the most important perspectives.
- Independent Win/Loss Research
Buyers tell a neutral researcher what they won't tell the vendor whose deal is on the line.
- Win/Loss Research Methodology
Interview counts, timing windows, and outreach frameworks that separate pattern recognition from anecdote.
- B2B Buying Committee Decisions
How consensus buying actually works, and the stakeholders vendors never meet.
- Competitive Intelligence
What buyers say about competitors when the vendor isn't in the room.
- Product Marketing and Messaging
Whether positioning actually lands with the full buying committee, not just the champion.
- Sales Execution
Cross-deal patterns in sales process friction, not individual rep grading.
- GTM Strategy
Translating findings into board-level answers and cross-functional pivots.
- AI and Win/Loss Research
Where AI legitimately helps analysis, and where it compounds the same blind spots.
- How to Build a Program
Internal vs. external programs, vendor evaluation, and getting executive buy-in.
FAQ
Direct answers to the specific questions Executive, PMM, and CI teams ask about win/loss research, methodology, and program design. Browse the full FAQ index.
Glossary
Precise definitions for the terms and concepts used throughout win/loss research. Browse the full glossary.
Perspectives
Argument-driven analysis grounded in real buyer interviews, written by Daniel Oxenburgh. Browse all Perspectives posts.
Playbook
Step-by-step, practitioner-voice guidance for running a win/loss program end to end. Browse the Playbook.
About This Site
What is winlossresearch.com?
winlossresearch.com is the complete reference on win/loss analysis, research, and program design for B2B SaaS and technology companies. Written by Daniel Oxenburgh, founder of Ox Win/Loss.