Win-Loss Interview Capture
Purpose: Gather structured takeaways and buyer insights from recent deals to drive better alignment across product, sales, and marketing.
🔍 Deal Snapshot
Item
Detail
Deal Status
Won / Lost
Final Selection
Name of selected vendor or solution
Alternatives Considered
Key competitors in the running
Primary Decision Driver
The top reason behind win or loss
Buyer Company
Company name
CRM Link
[Insert Opportunity Record URL]
Industry
Vertical or sector
Company Size
Employee count or revenue range
Interviewee Role
Title/function of the decision-maker
Deal Category
New / Renewal / Expansion
Contract Value
Optional – Est. value of the deal
🎙️ Buyer Interview Narrative
Use this space to document the full buyer journey in their own words and mindset. Organize notes by decision stage.
✅ 1. Problem Recognition
What sparked the need for change?
What challenges or inefficiencies were top of mind?
Prompt ideas:
“What prompted you to explore new solutions?”“What internal goals or pain points triggered this search?”
🔎 2. Vendor Discovery
Where and how did they search for solutions?
Which resources or referrals shaped their shortlist?
Prompt ideas:
“How did you learn about potential vendors?”“What channels—peer referrals, reviews, analysts—did you trust?”
📋 3. Evaluation Process
What were the critical criteria?
What impressed or concerned them during demos or trials?
Prompt ideas:
“What differentiated the vendors?”“Were there any must-haves or dealbreakers?”
✅ 4. Decision Factors
Why did they say yes or no?
What sealed the deal—or lost it?
Prompt ideas:
“What gave you confidence in your final choice?”“What concerns or risks were weighed?”
💡 Key Takeaways for Internal Teams
Convert qualitative feedback into actionable insights across functions.
Theme
Supporting Quote or Example
Missing CRM integration
“We loved the UI, but [Vendor X] had plug-and-play CRM sync.”
Poor SMB alignment
“It felt too enterprise-heavy. [Vendor Y] let us grow without overbuying.”
Implementation too complex
“Our team couldn’t handle a 3-month rollout.”
