Q01
Message
All templatesSales & Revenue
Win-Loss Analysis: Decision-Maker Debrief
Captures structured feedback from B2B decision-makers who evaluated but did not select your solution, surfacing competitive gaps, buying-experience friction, and actionable recovery insights.
Sample questions
A preview of what’s in the template. Every question is editable before you launch.
20 questions · ~9 min
Q02
Multiple Choice
Which best describes your role in this purchase decision?
- Final approver
- Member of buying committee
- Evaluator/influencer
- Procurement/legal
- Other
Q03
Multiple Choice
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
Q04
Multiple Choice
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
Q05
Opinion Scale
How close were we to winning this deal?
Scale: 1 – 7
Min:Not at all closeMax:Extremely close — nearly won
Q06
Opinion Scale
How likely are you to consider us for a similar need in the next 12 months?
Scale: 1 – 5
Min:Not at all likelyMax:Extremely likely
Q07
AI Interview
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.
Q08
Long Text
Based on your responses in this survey, is there anything else we should know about your decision process or the winning vendor?
Q09
Long Text
What is your job title?
Q10
Message
Thank you for your time and candid feedback — your insights will directly inform how we improve our product and buying experience.
Q11
Multiple Choice
What was the outcome of the evaluation?
- Selected another vendor
- Deferred/postponed
- Built in-house
- Canceled the initiative
Q12
Long Text
In a sentence or two, what most tipped the decision toward the winner?
Q13
Multiple Choice
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
Q14
Multiple Choice
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
Q15
Long Text
What would need to change for you to choose us next time?
Q16
Multiple Choice
Which best describes your organization's size?
- 1–99 employees
- 100–499
- 500–999
- 1,000–4,999
- 5,000+
Q17
Long Text
Which vendor did you ultimately select?
Q18
Ranking
Please rank these factors by their importance in your final decision (top = most important).
- Price/total cost
- Feature fit
- Ease of use
- Speed to implement
- Integration effort
- Risk/compliance fit
Drag to rank
Q19
Multiple Choice
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
Q20
Multiple Choice
What is your primary region?
- North America
- Europe
- Asia-Pacific
- Latin America
- Middle East/Africa
- Multiple regions
What’s included
AI follow-ups
Adaptive probes on open-ended answers that pull out detail a static form would miss.
Attention checks
Built-in safeguards against rushed answers and low-quality respondents.
AI-drafted copy
Wording, ordering, and branching written by the AI — tuned to your research goal.
Auto report
Themes, quotes, and a plain-English summary write themselves once responses come in.
Why this template
What this template is built to do — we found no directly comparable template from other survey tools to review.
What sets it apart
- Goes beyond static multiple-choice by including an AI follow-up interview that probes deeper into the decision-maker's reasoning after the structured questions are complete
- Combines closed-ended diagnostic questions (role, outcome, biggest reason not selected, friction points) with open-text fields so respondents can explain nuance in their own words
- Uses a ranking question to force-rank decision factors by importance, plus opinion-scale questions to quantify how close the deal was and future re-consideration likelihood
- Captures both competitive-loss detail (vendor strengths, capability gaps, sales friction) and firmographic context (job title, org size, region) in a single structured flow, framed with warm opening/closing chat messages
Frequently asked questions
What questions are in the “Win-Loss Analysis: Decision-Maker Debrief” template?
The template includes 20 ready-to-use questions, starting with: “Thank you for taking the time to share your feedback on your recent evaluation. This brief survey (approximately 6–8 min…” · “Which best describes your role in this purchase decision?” · “What was the single biggest reason we were not selected?”. The full set is previewed above, and every question is editable.
How long does this survey take to complete?
Respondents typically finish the 20 questions in about 9 minutes.
Can I customize this template?
Yes — every question, answer option, and the ordering is editable before you launch. You can add or remove questions, or ask the AI editor to rework the survey around your research goal.
Is this template free to use?
Yes. Open it in the editor and start customizing right away — no account required to try it, and the free plan covers launching your survey.
Ready to launch?
Open this template in the editor. Every part is yours to change before the first respondent sees it.
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