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SalesRetrospective

Win/loss review

60 minutes 6 blocks Free template

A group win/loss review that walks a deal through SalesHood's questions and turns the lessons into playbook changes.

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Opens in the builder. No sign-up to try it; 14 days free to run it live.

By the end of this meetingThe team agrees why the deal was won or lost and the lessons are captured for the playbook.

60 min · 6 blocks, drawn to scale Fits exactly
  1. Ground rules: here to learn, not to critique, 5 minutes 5
  2. Deal, account and lead source, 5 minutes 5
  3. Why did we lose, and what would the customer say?, 15 minutesDiscuss 15
  4. How did we use relationships?, 10 minutesDiscuss 10
  5. What would we do differently?, 15 minutesBrainstorm 15
  6. Win-back plan and playbook lessons, 10 minutesDecide 10
015304560 min
  1. +0′Ground rules: here to learn, not to critiqueOne word: how do you feel about this deal?Tip: Keep non-essential executives out of the room so people stay candid.5 minCheck-in
  2. +5′Deal, account and lead source5 minInfo
  3. +10′Why did we lose, and what would the customer say?Tip: Watch for defensiveness; the aim is teaching, not punishment.15 minDiscuss
  4. +25′How did we use relationships?10 minDiscuss
  5. +35′What would we do differently?What is one lesson we should take from this deal?15 minBrainstorm
  6. +50′Win-back plan and playbook lessonsTip: Name who shares the lessons with the playbook owners and marketing.10 minDecide

Why it works

Built so the win/loss review ends on time, with everyone in it.

  • Every voice in the first minutes

    A 5-minute check-in: everyone sends a mood and one word from their phone, and it shows on their tile in the call. People who speak early speak again.

  • Updates stay short

    5 minutes of updates with a visible clock. In a video call the speaker is spotlighted and the room is muted, so nobody talks over them.

  • Discussion with a clock

    25 minutes of open floor with a countdown everyone can see, and a talk-balance meter so the loudest voice doesn't take all of it.

  • Ideas from every phone

    Everyone types at once and ideas land on the shared screen together. The quiet person's idea gets the same space as everyone else's.

  • It ends in a decision

    Capture the decision and its owner with one click while it's said. It lands in the summary, word for word.

How to run it

  1. 1Run it as a group session monthly or quarterly, not only as 1:1s.
  2. 2Open with the ground rule: here to learn, not to critique.
  3. 3Keep non-essential executives out so reps speak candidly.
  4. 4Work through the same questions for each deal: why we lost, what the customer would say, how we used relationships, and what we'd do differently.
  5. 5Capture the lessons in the playbook, share them with marketing, and act on them rather than just collecting data.

Questions about the win/loss review

How often should you run win/loss reviews?
SalesHood suggests monthly or quarterly group sessions; SBI recommends a regular cadence.
Who should attend a win/loss review?
The sales team as a group. SalesHood warns that non-essential executives in the room kill candour.
What questions do you ask in a loss review?
Why did we lose, what would the customer say, how did we use relationships, what would we do differently, and what lessons emerged.
How long is a win/loss review?
The sources don't set a length; this template allows 60 minutes for one deal.

Built from

The structure, timings and tips on this page come from these sources.

  • saleshood.com
  • customerthink.com

Run it with your team

  • A countdown for every block on the shared screen
  • A video call that changes with each block
  • Check-ins and votes from every phone, no app
  • Decisions and actions in a scored summary

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  • MEDDICC deal reviewA 30-minute 1:1 deal review that walks MEDDICC: metrics and pain, buyer and champion, decision process, competition, next steps.30 min · 7 blocks

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