Win-Loss Analysis: Decision-Maker Debrief

Thank you for taking the time to share your feedback on your recent evaluation. This brief survey (approximately 6–8 minutes) will ask about your decision process, the factors that influenced your choice, and your experience with our team. Your responses are confidential and will be reported in aggregate to improve our product and sales process. There are no right or wrong answers — we simply want your honest perspective. Participation is voluntary, and you may stop at any time.

Which best describes your role in this purchase decision?

• Final approver
• Member of buying committee
• Evaluator/influencer
• Procurement/legal
• Other

What was the single biggest reason we were not selected?

• Price/total cost
• Product capabilities/features
• Integration/fit with existing systems
• Security/compliance requirements
• Implementation speed/time to value
• Ease of use/UX
• Reliability/performance
• Support/services
• Contract terms/legal
• Vendor reputation/risk
• Existing relationship with chosen vendor
• Executive/board preference
• Other

Which strengths did the chosen vendor demonstrate better than us? (select all that apply)

• Pricing flexibility/total cost
• Feature depth/breadth
• Integration ecosystem/connectors
• Security/compliance credentials
• Ease of use/UX
• Performance/scalability
• Implementation services/partner network
• Customer references/case studies
• Support responsiveness/coverage
• Contract flexibility/terms
• Brand/trust
• Executive engagement

How close were we to winning this deal?

How likely are you to consider us for a similar need in the next 12 months?

We'd like to understand your decision in a bit more depth. An AI moderator will ask a couple of brief follow-up questions based on what you've shared so far.

Based on your responses in this survey, is there anything else we should know about your decision process or the winning vendor?

What is your job title?

Thank you for your time and candid feedback — your insights will directly inform how we improve our product and buying experience.

What was the outcome of the evaluation?

• Selected another vendor
• Deferred/postponed
• Built in-house
• Canceled the initiative

In a sentence or two, what most tipped the decision toward the winner?

Which capabilities did you expect from us but did not see demonstrated clearly? (select all that apply)

• SSO/SAML
• SOC 2 or ISO 27001
• Role-based access controls
• API/SDK availability
• Reporting/exports
• Data residency options
• Uptime/performance SLAs
• Onboarding/training resources
• Sandboxed trial or POC
• Key integrations (e.g., CRM, ERP, data)
• Clear pricing/packaging
• Compliance documentation
• None — all expected capabilities were demonstrated

Which parts of our sales process created friction for you? (select all that apply)

• Slow response times
• Unclear pricing/quote structure
• Demo quality didn't reflect real use
• Limited technical depth in evaluation
• Procurement/legal took too long
• Security review gaps
• Inadequate implementation plan
• Limited executive access
• No friction noticed

What would need to change for you to choose us next time?

Which best describes your organization's size?

• 1–99 employees
• 100–499
• 500–999
• 1,000–4,999
• 5,000+

Which vendor did you ultimately select?

Please rank these factors by their importance in your final decision (top = most important).

1. Price/total cost
2. Feature fit
3. Ease of use
4. Speed to implement
5. Integration effort
6. Risk/compliance fit

What single change would have most increased the likelihood of choosing us?

• More competitive pricing/terms
• Clearer ROI/business case
• Stronger compliance assurance
• Deeper integrations proven live
• Customer references from my industry
• Longer or broader trial/POC
• Detailed implementation timeline/resources
• Executive sponsorship/exec meeting
• Performance benchmarks at my scale
• Nothing would have changed
• Other

What is your primary region?

• North America
• Europe
• Asia-Pacific
• Latin America
• Middle East/Africa
• Multiple regions