Useful win-loss analysis starts with buyer language, not the CRM picklist. Paste the call dump, email thread, or AE comments and code themes before you update a battlecard.
Themes that actually matter
- Pricing / commercial — expensive, discount, packaging, ROI, TCO
- Product / feature — SSO, integration, missing capability, roadmap
- Sales process — POC, security review, legal, slow follow-up
- Positioning — too enterprise, unclear category, weak story
- Champion / politics — went quiet, economic buyer, blocker
- Competitive / status quo — named rival, incumbent, do nothing
Rule of thumb: if notes only say “lost on price” with no rival, ladder once — was it absolute dollars, packaging, or value vs the alternative?
Run the free check
Deal Autopsy theme-codes your paste, writes a one-line decision, scores competitor edge, and drafts battlecard bullets you can copy to enablement.
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