Introduction

More companies are now using buyer feedback to improve sales and marketing. These 21 stats show how win-loss data leads to real results.

What's the problem it solves?

Many companies don’t understand why they win or lose deals. This article shows how collecting and using buyer feedback helps teams sell better, plan smarter, and stay ahead of the competition.

Quick Summary

A growing number of companies now treat win-loss analysis as a key part of their sales and marketing strategy. They don’t just guess why deals happen or fall through-they ask the buyers directly. This feedback is helping teams fix weak spots, improve their product, and make stronger pitches. In fact, nearly all companies in the study either kept or increased their win-loss budget, with many giving full attention to it at the leadership level.

The stats also show that win-loss helps companies move faster and sell more. It helps sales teams know what buyers care about, gives product teams ideas for new features, and gives execs real data for making big decisions. Some teams are even using AI to help with interviews and spotting patterns. When win-loss is paired with competitive research, the results are even stronger. Bottom line: buyer feedback isn’t just helpful-it’s one of the best tools for growth.

Key Takeaways from the article

• 94% of companies are keeping or raising their win-loss budget
• 98% of programs are visible to execs, and 36% of big companies spend over $50K
• Win-loss helps with faster sales, better messaging, and higher win rates
• Most programs are run by product marketing or sales teams
• 40% of deals are studied, and most feedback is gathered within a month
• Insights are shared often through summaries, chat apps, and training materials
• Win-loss supports not just sales, but also product, marketing, and execs
• Two-thirds of programs now work with competitive research for deeper insights
• AI is being used for things like notes, trend spotting, and reporting
• Teams using both win-loss and competitive research together see double the impact

‍