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Win/Loss Analysis

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Do you know which opportunities that are your slam dunks? Your low hanging fruit, your bread and butter? What about your stay aways – the opportunities that never close, despite your best efforts? The ones where you seem to have constant bad luck?

If you do, great! If not, don’t worry. Membrain’s Win/Loss analysis provides you with the insight you need to understand which deals you win or lose, and most importantly why.

Best of all, your sales representatives don’t need to do lots of data entry to generate this intelligence – all data captured in the left box of the opportunity view is automatically added to the analysis that Membrain provides. Out of the box.

Pre-defined Filters

First, choose from the options at the top of the view to specify the overall information you are looking for.


 Click on the blue text to select:

  1. Which Users or Teams you would like to show in the Graphs
  2. Which Sales Process you want to view
  3. Choose a Filter (or create a new one)
  4. Which time Period you want to see information for. Chose from predefined date ranges or set a custom range. 
All won opportunities are displayed in green; all lost opportunities are displayed in gray

The Graphs - explained

Win Loss data

A quick snapshot of the number of deals you've won and lost, based on the options chosen above, as well as a percentage breakdown. 



Reasons for outcome

Once you have made your selections, the data starts from a bird’s eye perspective: What is your current win rate? And what are the main reasons your sales team either win or lose deals?


Win Rate Influencers

Now, Membrain starts breaking down the data. What characteristics are in place, to a higher degree than other aspects, for opportunities that you win? Is it when you are offering a certain product and service package to customers in specific industries? Is it when you target customers with a particular set of challenges where you can offer a unique solution, unmatched in the market? In simple terms, this is your sweet spot.

Try to find more opportunities where these characteristics are in place and your win rate will improve drastically. Second, what aspects do not seem to have a large impact on whether you win or lose? These are listed in the middle section of the win rate influencers.

Finally, Membrain will present the most common characteristics for opportunities your team is losing. Perhaps you never win sales projects where tenders are required, or when you face a certain competitor for a certain customer segment? These are your stay-aways. Or at least you need to have a closer look at how you approach these types of opportunities if you are going to change your current track record.


How long is your sales cycle? Actually, what is the average age of sales projects that you win? How much more time do you spend on deals that you end up losing?

In this section, Membrain will show you the ages – i.e the time elapsed from when the opportunity was created until it was either archived (lost) or won - of all sales projects in your selection. The green bars are your won opportunities, the grey ones are lost.

To the left, Membrain will advise the time span for the largest amount of won deals, which is visualized in the orange bar.

Here, Membrain will also provide the average time it has taken to win an opportunity. Equally, if not more, interesting is reviewing the data for opportunities lost. Most likely, you will see that your sales representatives spend more time on these than the deals they win.

Time in Stage

How quickly do the sales projects flow through the different stages of your sales process? What’s the difference in velocity between deals won and lost?

Membrain will provide the average length each opportunity stays in each stage of the sales process.


How often do your opportunities lose momentum and stall? How long do they stall before momentum is regained? How much more often do lost deals stall in comparison to won sales projects?

On the left side, Membrain will advise the average time that a won opportunity stalls for. VALUE What’s the average value of your won and lost deals? What insights can you gain from this? For example, do you go after too many big deals that you end up losing, rather than focusing your efforts on slightly smaller deals more likely to close?

Additional Filters

In the top right of the win/loss analysis view, there is a filter symbol with a + sign. By clicking on it, you can filter the data to an even more granular level. Perhaps you want to look at the win/loss data for deals over a certain value, or for deals where you faced certain competitors? Make your selections in the list to drill down even further in the analytics.

How to benefit from this Win / Loss Analysis

Ok, you’ve analyzed the data. You’ve filtered and looked at the numbers and hopefully gained some valuable insights. But how do you utilize this knowledge and spread it to the rest of the team? How do you apply new rules and best practices from one central location to ensure your team starts doing the right things? Please see below for a few scenarios and recommended actions:

Scenario 1

The data in the age graph shows that we win the majority of our deals within 2-3 months. We then win a couple up until the 4-month mark, but if a sales project runs for 4,5 months or longer our win rate is non-existent.



Apply a coaching advice once the age of the sales project reaches 3 months. Apply a red flag once it gets to 4 months and then a warning at 4,5 months. How do I apply this action?

  1. Go to Admin in the main menu and select the sales process you want to apply the above rules to.
  2. Go to the Advanced tab and click on Add Rule.
  3. Select Age and then tick “Applies to – All Stages”.
  4. Drag the importance bar to Important.
  5. Click on the black dotted line for each icon and add 90 days (3 months), 120 days (4 months) and 135 days (4,5 months) to the three levels, respectively.
  6. Save

Scenario 2

The data shows we rarely win any opportunities that stall for more than 40 days.



Apply a coaching advice when there has been no progress for 20 days, a red flag at 30 days and a warning at 40 days How do I apply this action?

  1. Go to Admin and select the sales process you want to apply the above rules to.
  2. Go to the Advanced tab and click on Add Rule.
  3. Select Stalled and then tick “Applies to – All Stages”.
  4. Drag the importance bar to Important.
  5. Click on the black dotted line for each icon and add 15 days for the coaching advice, 30 days for the red flag and 40 days for the warning.
  6. Save