Published at: 2026-09-17

View win-loss analysis

Analyze Closed Won and Closed Lost Opportunities to identify success factors and improve conversion.

Overview

Win-loss analysis helps your organization understand why Opportunities are won or lost. Use the results to identify product gaps, competitive advantages, and recurring execution issues.

Before you begin

[!IMPORTANT] - Permissions: Sales representatives, sales managers, and competitive analysts need permission to view Opportunities and win-loss reports. - Data quality: When changing Opportunity Status to Closed Won or Closed Lost, users must enter a reason and associate the relevant Competitor.

View the dashboard

Open the win-loss dashboard

In the main navigation, select Data Analysis > Dashboards.
Expand Competition and Win-Loss Analysis.
Open Win-Loss Analysis Dashboard.

Apply filters

Select an Order Closed Date range.
Set an Opportunity Amount Range to focus on high-value deals.
Select a product line or industry.
Select Search.

Analyze win and loss reasons

Review the overall win rate on the summary card.
Review the Lost-Deal Reason Pareto chart.
Identify the main product, pricing, competition, or execution issues.
Review the Closed Won driver chart to identify repeatable strengths.
Compare win rates across sales representatives or teams.
Use top-performer results to identify practices that the team can reuse.

View Closed Lost details

Select a value in the Lost-Deal Reason ranking.
Select an Opportunity in the detail table.
Review the sales representative’s loss summary for supporting context.

Expected results

The dashboard shows the ranking of Closed Won and Closed Lost factors.
You can compare win rates against different Competitors.
Sales managers can distinguish commercial issues from product issues.