Win/loss: Collecting input from stakeholders

What is a win/loss collecting input from stakeholders template?

This template is a ready-made framework to help you gather hypotheses, examples, and feedback from the people closest to your sales process.

It provides a simple set of questions you can use to uncover how colleagues see competitive dynamics, why deals are won or lost, and what customers value when evaluating your offering versus the competition

Think of it as a facilitation guide for a stakeholder meeting or an easy survey you can share across teams to capture diverse insights before your research even begins.

Who is it for?

This template is perfect for product marketers, competitive intelligence professionals, and anyone running win/loss research. It’s also a useful tool for sales leaders and customer success managers who want to feed frontline insights into strategy.

Because it’s designed to be simple and adaptable, you don’t need to be an expert researcher to use it. If you’re looking to align stakeholders early, avoid blind spots, and make sure your win/loss study drives change, this template is for you.

How to use the template

1. Kick off with a small group or survey
   Use the questions in this template to facilitate a cross-functional meeting or send them out in a survey to capture broader input.
2. Ask the right questions
   Prompt stakeholders with focused questions, like:
   • “From what you know, why do we win against our competition?”
   • “From what you know, why do we lose against our competition?”
   • “What questions would you ask a customer who recently evaluated us vs. our competition?”
3. Identify potential interviewees
   Optionally, ask stakeholders to suggest recent customers who evaluated your solution versus competitors. This can give you a head start on sourcing interviewees for your research.
4. Synthesize and share
   Collect responses, look for common themes, and use these insights to shape your customer interviews and final analysis. The more aligned your stakeholders are upfront, the more impact your win/loss research will have.

Download your win/loss: Collecting input from stakeholders template

This template is only available to Pro and Pro+ Members. But if you’re not already a member, don't worry! We still have tons of templates and frameworks available for free in our Insider plan.

Win/loss: Collecting input from stakeholders

Win/loss: Collecting input from stakeholders What determines why some win/loss or research insights sit on the shelf and others drive real change? It all depends on how well you scope and socialize your study before it even begins. Over-index on spending time with your stakeholders upfront. K…

Google Docs