Win/Loss Analysis Agent
Compare every closed deal to find why you won or lost, which competitors and prices shaped the outcome, and which reasons appear across multiple deals.
- Trigger: the 1st of every month
- AI steps: evaluate each closed deal, then find the patterns across them
- Output: the monthly analysis emailed to RevOps and leadership
Agent breakdown
A blueprint to adapt, not a fixed recipe. Set the trigger, thresholds, and methodology that fit your team, and each step builds on the last, using the conversation and CRM context you already capture.
Run the analysis every month
On the 1st of every month, the agent starts a new analysis of closed opportunities. It includes both won and lost deals, because the reasons you win are as important as the reasons you lose when you look for patterns.
- Schedule: The 1st of every month
- Include: Closed won and closed lost opportunities
Pull the closed opportunities
Next, the agent pulls the qualification fields and outcome details from each closed opportunity. This gives the analysis the stated reason, competitor, and final price recorded in the CRM before it checks what happened across the whole deal.
- Fields: Qualification fields, outcome, stated reason, competitor, and final price
- Opportunities: Closed won and closed lost deals from the analysis period
Gather the calls from each deal
The agent then pulls the call transcripts from the whole deal. The transcripts provide the detail behind the CRM fields, including the moments when pricing, competitors, qualification, and the eventual outcome took shape.
- Calls: The whole deal
- Include: Call transcripts linked to each closed opportunity
Evaluate why each deal went that way
For each closed opportunity, the agent compares the CRM fields with the call transcripts to explain the real reason it was won or lost. It quotes the moments that support the explanation and shows how the competitor, price, and point in the deal shaped the outcome.
You are evaluating why each closed opportunity was won or lost.
Input: the opportunity's qualification fields, outcome, stated reason, competitor, final price, and call transcripts from the whole deal.
For each opportunity:
- State the real reason the deal was won or lost, based on the call transcripts and CRM fields.
- Explain the factors that shaped the outcome, including the competitor, final price, and the point in the deal where the outcome took shape.
- Quote the moments from the calls that support the explanation.
- Include the speaker and call for each quote.
- Note where the stated reason in the CRM differs from what the calls show.
Rules: use the transcripts as evidence for the explanation. Do not invent a reason, competitor, pricing factor, or turning point that does not appear in the inputs.
Return one analysis for each opportunity with the outcome, real reason, contributing factors, supporting quotes, and any difference from the stated CRM reason.
Find the patterns across closed deals
The agent compares the reasons from every closed opportunity and identifies those that appear more often across the group. It connects each pattern to the deals and evidence behind it, so RevOps and leadership can see what repeatedly shaped wins and losses.
Compare the closed-deal analyses from the previous step and find the patterns across them.
- Name each reason that appears more often across the closed opportunities.
- State whether the pattern appears in won deals, lost deals, or both.
- List the opportunities connected to each pattern.
- Summarize the supporting evidence from those deals.
- Include recurring competitors, pricing factors, and points in the deal where they shaped the outcome.
Rules: base every pattern on the closed-deal analyses. Do not combine different reasons into one pattern unless the evidence shows they describe the same factor.
Return the recurring reasons, the deals and outcomes connected to each one, and a summary of the evidence behind the pattern.
Send the monthly analysis to RevOps and leadership
Finally, the agent emails the analysis to RevOps and leadership. They receive the reasons behind each outcome, the supporting quotes, and the patterns across closed deals in their inbox every month.
- Recipients: RevOps and leadership
- Delivery: Internal email
- Cadence: Every month
Monthly win/loss reasons, supporting quotes, and patterns in RevOps and leadership inboxes
Get a monthly analysis of why deals were won or lost, which competitors and prices shaped the outcome, and where those outcomes took shape. Each reason includes supporting moments from the calls, followed by the patterns that appear more often across closed deals.
- For RevOps: Compare the recorded reasons with what the calls show and use the recurring patterns in go-to-market planning.
- For leadership: See the factors repeatedly shaping wins and losses across the business.
AI Agents that pair well
Same data, different jobs. Run them together for a fuller picture.
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