What do a 200-person startup and a Fortune 500 giant have in common? 

They're both doubling down on win-loss  this year. 

And they’re not alone.

Klue’s new 2025 Win-Loss Trends Report found that 94% of companies running win-loss are maintaining or increasing their program budgets.

Why the surge? 

Here's what 313 surveyed leaders had to say ?

• Exec buy-in is stronger than ever: 98% of win-loss programs now have top-level visibility and interest.
  
  
• Win-loss has become a key strategic lever: 76% of execs now turn to win-loss to improve GTM messaging and sharpen competitive strategy
  
  
• The ROI is clear: 56% of execs report higher win rates thanks to win-loss; 53% credit it for more effective sales cycles.

How does your win-loss strategy stack up against market leaders?