Run: Win-Loss Interview SOP

The owner defines the purpose of the win-loss program, including the questions to answer, the deal segment to review, and the reporting period. Include: - Deal type: win, loss, or both - Segment: product line, region, industry, or account tier - Time window: recent closed deals only - Primary research questions: pricing, competition, messaging, product fit, buying process Record the scope in the SOP log or project tracker.

The analyst selects a representative sample of prospects and customers from the defined scope. Use selection criteria that reduce bias: - Recent closed deals only - Mix of win and loss outcomes - Multiple deal sizes or segments when relevant - Exclude accounts with unresolved disputes or active escalation unless approved Document the sample list and the reason each account was selected.

The owner prepares a neutral interview guide with open-ended questions and a short consent statement. The guide should: - Avoid leading or argumentative wording - Separate win and loss questions where needed - Include prompts for decision criteria, competitors, pricing, and buying experience - State how responses will be used and stored If recording is used, include explicit permission language before the interview starts.

The coordinator contacts the selected prospect or customer and schedules the interview with the most appropriate respondent. Confirm: - Interview date and time - Expected duration - Interview format: phone, video, or in person - Whether recording or note-taking will occur - Any confidentiality or participation concerns If the respondent declines, record the refusal reason and select the next eligible account if needed.

The interviewer opens the session, confirms consent, and follows the approved guide. The interviewer must: - State the purpose in neutral language - Confirm permission to record or take notes - Ask one question at a time - Use follow-up prompts to clarify facts and examples - Avoid defending the company or challenging the respondent Capture direct quotes where useful and note any observable context, such as competitor names, pricing references, or process friction.

The reviewer checks the interview record for completeness and clarity. Verify that the notes include: - Account name and deal outcome - Interview date and respondent role - Key decision criteria - Competitor mentions - Pricing or value objections - Summary of main reasons for the outcome If material information is missing, the interviewer corrects the record or flags the interview as incomplete.

The analyst assigns each interview to standardized themes. Common theme categories include: - Product fit - Pricing and commercial terms - Competitive displacement - Sales process quality - Messaging and positioning - Implementation risk - Procurement or legal friction Use consistent definitions so trends can be compared across interviews and reporting periods.

The analyst reviews coded interviews to identify patterns by segment, outcome, competitor, and deal size. Look for: - Repeated win drivers - Repeated loss drivers - Deviations by region or product line - Differences between internal assumptions and customer perception - Non-conformance between expected and actual buying criteria Summarize the top findings with supporting evidence from multiple interviews.

The analyst escalates any issue that requires immediate attention. Escalate when interviews reveal: - Misrepresentation of product capability - Contract, privacy, or compliance concerns - Severe customer dissatisfaction or churn risk - Repeated pricing or approval bottlenecks - Safety, legal, or ethical concerns raised by the respondent Route the issue to the appropriate owner and record the escalation date, owner, and expected response.

The owner publishes a summary report and shares it with sales, marketing, product, and leadership stakeholders. The report should include: - Scope and sample size - Methodology and limitations - Top win and loss themes - Representative quotes - Recommended actions - Assigned owners and due dates Track follow-up actions to closure and retain the final report as documented information.