Sales / Free editable template

Win-loss analysis template

Win-loss analysis looks back at deals you won and lost to find patterns you can act on. This example plots a year of deals by size and length of sales cycle, marked won or lost, and rings the cluster of large, slow deals that were lost. A chart shows the main loss reasons, sticky notes hold buyer quotes and a note sets out what to change.

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Win-loss analysis example showing scatter plot of won and lost deals, main reasons for loss, buyer quotes and the change to make
Everything in this example is editable. Replace the labels, move the shapes and adapt the layout to your work.

How to use this template

  1. Plot the deals

    Plot each closed deal by value and days to close, marking whether it was won or lost. Look for clusters.

  2. Count the reasons

    Record the main reason for each loss from the CRM and from buyer interviews, then count them.

  3. Choose one change

    Pick the pattern that costs the most and agree one change to the sales process or product to test next quarter.

Questions about this template

Can I plot my own deals on the scatter chart?

Yes. Move or copy the won and lost dots so each sits at its deal size and sales cycle, then update the loss reason bars and buyer quotes.

Do I need an account to use it?

No. Open the template and edit it in your browser. Your work saves on this device. An account is optional if you want to sync your workspace.

Can I export the finished diagram?

Yes. Use Export in the editor to save a PNG, SVG or PDF, or download an editable .epicdraw backup.

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