# Win Loss Analysis Guide — Implementation Workbook Version: 1.0 Published: 2026-07-27 Last updated: 2026-07-27 Owner: Rusaka Research Review frequency: Every 6 months ## Decision statement What decision must this workbook support? ________________________________________________________________________________ ## Scope and exclusions In scope: ________________________________________________________________________________ Out of scope: ________________________________________________________________________________ ## Baseline evidence register | Evidence item | Source | Date | Owner | Verified by | Status | |---|---|---|---|---|---| | | | | | | | | | | | | | | | | | | | | | ## Assumption register | Assumption | Rationale | Decision affected | Downside case | Test | Owner | Review date | |---|---|---|---|---|---|---| | | | | | | | | | | | | | | | | ## Options and decision criteria | Option | Outcome | Feasibility | Cost | Time | Risk | Reversibility | Recommendation | |---|---:|---:|---:|---:|---:|---:|---| | | | | | | | | | | | | | | | | | | ## Implementation plan | Phase | Entry evidence | Actions | Owner | Control | Exit evidence | Due date | |---|---|---|---|---|---|---| | 1. Operations — Win Loss Analysis Guide | | During operations, use Win Loss Analysis Guide to connect industry structure, technology, economics, regulation, and execution. Start with audience research, funnel and cohort data, content performance, pipeline quality, customer evidence, and unit economics. Name the accountable owner, the evidence reviewer, the decision deadline, and the output that proves this stage is complete. Record exclusions and unresolved questions rather than allowing them to disappear into narrative. The stage closes only when its evidence can be reproduced by someone who did not prepare it. | | | Required output: a dated industry thesis with sources and monitored assumptions. | | | 2. Discovery — Win Loss Analysis Guide | | During discovery, use Win Loss Analysis Guide to connect industry structure, technology, economics, regulation, and execution. Start with audience research, funnel and cohort data, content performance, pipeline quality, customer evidence, and unit economics. Name the accountable owner, the evidence reviewer, the decision deadline, and the output that proves this stage is complete. Record exclusions and unresolved questions rather than allowing them to disappear into narrative. The stage closes only when its evidence can be reproduced by someone who did not prepare it. | | | Required output: a dated industry thesis with sources and monitored assumptions. | | | 3. Design — Win Loss Analysis Guide | | During design, use Win Loss Analysis Guide to connect industry structure, technology, economics, regulation, and execution. Start with audience research, funnel and cohort data, content performance, pipeline quality, customer evidence, and unit economics. Name the accountable owner, the evidence reviewer, the decision deadline, and the output that proves this stage is complete. Record exclusions and unresolved questions rather than allowing them to disappear into narrative. The stage closes only when its evidence can be reproduced by someone who did not prepare it. | | | Required output: a dated industry thesis with sources and monitored assumptions. | | | 4. Pilot — Win Loss Analysis Guide | | During pilot, use Win Loss Analysis Guide to connect industry structure, technology, economics, regulation, and execution. Start with audience research, funnel and cohort data, content performance, pipeline quality, customer evidence, and unit economics. Name the accountable owner, the evidence reviewer, the decision deadline, and the output that proves this stage is complete. Record exclusions and unresolved questions rather than allowing them to disappear into narrative. The stage closes only when its evidence can be reproduced by someone who did not prepare it. | | | Required output: a dated industry thesis with sources and monitored assumptions. | | | 5. Scale — Win Loss Analysis Guide | | During scale, use Win Loss Analysis Guide to connect industry structure, technology, economics, regulation, and execution. Start with audience research, funnel and cohort data, content performance, pipeline quality, customer evidence, and unit economics. Name the accountable owner, the evidence reviewer, the decision deadline, and the output that proves this stage is complete. Record exclusions and unresolved questions rather than allowing them to disappear into narrative. The stage closes only when its evidence can be reproduced by someone who did not prepare it. | | | Required output: a dated industry thesis with sources and monitored assumptions. | | ## Measures and thresholds | Measure | Definition | Source | Baseline | Target | Threshold | Owner | Frequency | |---|---|---|---:|---:|---:|---|---| | | | | | | | | | | | | | | | | | | ## Risk and control register | Risk | Cause | Impact | Preventive control | Detective control | Owner | Residual risk | |---|---|---|---|---|---|---| | | | | | | | | | | | | | | | | ## Review checklist - [ ] 1. Vendor and partner assessment: evidence is linked, ownership is named, exceptions are recorded, and the current decision is clear. - [ ] 2. Measurement system: evidence is linked, ownership is named, exceptions are recorded, and the current decision is clear. - [ ] 3. Quality assurance: evidence is linked, ownership is named, exceptions are recorded, and the current decision is clear. - [ ] 4. Change management: evidence is linked, ownership is named, exceptions are recorded, and the current decision is clear. - [ ] 5. Documentation: evidence is linked, ownership is named, exceptions are recorded, and the current decision is clear. - [ ] 6. Scenario analysis: evidence is linked, ownership is named, exceptions are recorded, and the current decision is clear. - [ ] 7. Security and resilience: evidence is linked, ownership is named, exceptions are recorded, and the current decision is clear. - [ ] 8. Data governance: evidence is linked, ownership is named, exceptions are recorded, and the current decision is clear. - [ ] 9. Capability and resourcing: evidence is linked, ownership is named, exceptions are recorded, and the current decision is clear. - [ ] 10. Scale readiness: evidence is linked, ownership is named, exceptions are recorded, and the current decision is clear. - [ ] 11. Review and renewal: evidence is linked, ownership is named, exceptions are recorded, and the current decision is clear. - [ ] 12. Decision boundary: evidence is linked, ownership is named, exceptions are recorded, and the current decision is clear. - [ ] 13. Stakeholder map: evidence is linked, ownership is named, exceptions are recorded, and the current decision is clear. - [ ] 14. Current-state baseline: evidence is linked, ownership is named, exceptions are recorded, and the current decision is clear. ## Approval record | Role | Name | Decision | Conditions | Date | |---|---|---|---|---| | Accountable owner | | | | | | Subject-matter reviewer | | | | | | Risk or control reviewer | | | | | ## Authoritative references - https://www.iso.org/standard/71580.html — Authoritative reference 1 for the evidence and standards relevant to Customer Success and Sales Enablement. Confirm the current version and applicability before relying on it. - https://www.oecd.org/competition/ — Authoritative reference 2 for the evidence and standards relevant to Customer Success and Sales Enablement. Confirm the current version and applicability before relying on it. - https://www.ftc.gov/business-guidance — Authoritative reference 3 for the evidence and standards relevant to Customer Success and Sales Enablement. Confirm the current version and applicability before relying on it. ## Related Rusaka resources - https://www.rusaka.com/resources/industry-analysis - https://www.rusaka.com/resources/calculators/pipeline-coverage-calculator - https://www.rusaka.com/resources/templates/account-planning-template - https://www.rusaka.com/resources/industry-analysis/stablecoin-industry-analysis - https://www.rusaka.com/resources/industry-analysis/agriculture-ai-industry-analysis - https://www.rusaka.com/resources/templates/qbr-template - https://www.rusaka.com/resources/glossary/customer-success-metrics-library - https://www.rusaka.com/resources/guides/customer-success-guide ## Important limitation This educational workbook does not replace legal, investment, tax, accounting, security, clinical, regulatory, or other qualified professional advice. Confirm current requirements and obtain formal organisational approval where applicable.