Win-Loss Survey template

Win-loss analysis usually dies at the data-collection step — this survey template fixes that with seven honest questions: the outcome, a ranking of decision drivers, a rating of the sales process itself, and one open question about what you could have done differently. A skip rule asks which competitor won only when the respondent actually chose another provider.

Use this template Start free — no card

7 questions · works on the free plan (500 responses/month) · fully customizable

1 built-in logic rule

What’s inside

The questions this template ships with — rename, reorder, or delete any of them in the builder.

01How did your decision land?Multiple choice

02Which provider did you choose?Short text

03Rank what mattered most in your decisionRanking

04How would you rate the sales process itself?Rating scale

05What's the one thing we could have done differently?Long text

When to use this template

B2B sales teams closing the loop on every decided deal, win or lose, while the decision is fresh
A startup losing deals to the same incumbent and needing ranked evidence of why — price, features, support, or security
Sales leadership separating product losses from process losses using the sales-process rating
Quarterly win-loss programs where consistent question wording matters more than any single response

Tips to get more from it

The competitor question only appears when someone answers "We chose another provider" — winners and no-decision respondents skip it. The rule is editable in the Logic tab.
The ranking field (price, features, ease of use, support, security) yields ordered data you can aggregate — noticeably sharper than a pick-many checkbox.
The rating question deliberately scopes to the sales process, not the product; its helper text spells that out so respondents don't conflate the two.
The welcome screen promises two minutes and asks for total honesty. Send the form within a week of the decision, before memory fades and politeness sets in.

Questions people ask

When should a win-loss survey be sent?

Within days of the decision, in both directions — wins teach as much as losses. This template's outcome question handles won, lost, and no-decision in a single form.

Will buyers actually answer a win-loss survey?

Short ones, yes — especially at seven questions with a two-minute promise. Response rates rise further when a human sends the link with a personal note rather than an automated blast.