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The win-loss program has significantly evolved over the past decade, moving from a niche concept to a common practice among organizations. Initially, only a small percentage of companies embraced such programs, with research indicating that only about 18% had formal win-loss strategies in place a decade ago. Today, most organizations recognize the importance of win-loss insights, and many either have established programs or are actively seeking partnerships to implement them. Despite the widespread adoption, many companies still face challenges in executing effective programs, resulting in some initiatives failing to gain traction and success.