The team has just poured hours into the proposal working up until the last possible minute. Time is crunched. Every page, paragraph, sentence, chart, image and layout has been carefully and strategically reviewed. The copies have been delivered with little time to spare. Now, we wait. We second guess our decisions and wonder if we missed anything critical. We wait some more. Days, even weeks pass, and finally, the email dings. We read, "We appreciate the time and effort that goes into each response. Unfortunately, . . . . blah, blah, blah." Whatever comes after unfortunately, becomes quickly irrelevant. We lost.

Most firms stop at disappointment and miss the golden opportunity to learn. They put the opportunity in the lost column and move on. DON'T MOVE ON!
​
Just like client debriefs, pursuit debriefs of AEC proposals are an untapped source of intelligence. Debriefing or surveying the client after a lost or won pursuit is a treasure trove nearly all firms miss out on. Doing a win-loss analysis provides clear and actionable data that will sharpen your marketing and differentiate you from competitors.
​
Why Win–Loss Analysis Matters in AEC Proposals