Win/Loss Analysis Coverage Rate
Percentage of closed deals (won and lost) for which a structured win/loss debrief has been completed
What is Win/Loss Analysis Coverage Rate?
Win/loss analysis coverage rate is the percentage of closed deals that have a completed win or loss review. It shows how consistently a team learns from the outcomes of its deals.
Reviewing why deals are won or lost is one of the best sources of insight for sales, product and marketing.
How this KPI is measured
- Function
- Sales
- Sub-function
- Sales Enablement
- Industry
- All Industries
- Type
- Lagging
- Impact
- Quality
- Unit
- %
- Measurement frequency
- Monthly / Quarterly
- Formula
- (Closed deals with completed win/loss debrief / Total closed deals) × 100
How to calculate it
Divide closed deals with a completed win/loss debrief by total closed deals, and multiply by 100.
For example, if 60 of 150 closed deals have a completed debrief, coverage is 40%.
Decide what a completed review includes, such as a structured form or a buyer interview, and prioritise larger deals.
Where it is used
Learning from outcomes
Build a picture of why deals are won and lost.
Informing product and messaging
Share insights.
Coaching reps
Use real examples.
How to improve it
Tips and common mistakes
- Rep-reported reasons are often biased. Add buyer input.
- Focus on larger and competitive deals.
- Act on what you learn.
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