Win-loss insight capture
Turn every closed deal, won or lost, into a written reason with the evidence attached, so the pattern is visible instead of guessed at.
Tools
Gong, Salesforce, Clari, Loopio
Outcomes
Every closed deal has a written reason • Reasons come with the call evidence • Patterns reported by segment, not anecdote • One library a rep can actually search
Documentation
Instruction-ready detail below
Two deals are lost for the same reason in the same quarter and nobody connects them, because the loss reason sits in a free-text field or was never entered at all. This workflow makes the record part of closing a deal. When an opportunity is marked closed won or closed lost, it asks for one reason chosen from a list that reflects how deals actually end, plus one sentence of context. The relevant calls and notes are attached, so a claim about why a deal was lost can be checked against what was said instead of taken on trust. The same questions are asked of won deals, because a pattern only counts when both sides land on the same fields. Entries are grouped by segment, competitor, and product area over a rolling window, and anything appearing three times is written up for the team instead of being left as a filter somebody could run. A reason that cannot be evidenced is marked as the rep's read of it, keeping the difference visible. A human still judges which explanation is the real one, and decides what to change about the product, the price, or the pitch.