Best for
- PMM teams trying to understand why deals are won or lost
- Sales leaders who want messaging improvements from real conversations
- RevOps teams cleaning up unreliable loss reason fields
Analyze sales calls, deal notes, and loss reasons to uncover why buyers choose, stall, or reject you, then turn findings into messaging updates.
A market research workflow that converts real win/loss evidence into buyer themes, objection patterns, competitive insights, and messaging recommendations.
Quick view
Check the audience, core tools, and access before you start the detailed steps.
Best for
Core tools
6 tools used across the workflow.
Access
Preview the open steps, then unlock the remaining implementation details and prompts.
Why this works
Traditional market research often happens far away from the messy reality of deals. Win/loss calls contain the most useful language: buying triggers, perceived alternatives, risk concerns, budget objections, and trust gaps. This workflow uses AI to analyze actual sales evidence and turn it into messaging changes that reflect how buyers really decide.
Expected results
Deals analyzed
10-20 deals
This sample size is practical for a focused analysis cycle and large enough to reveal repeated themes without creating research bloat.
Messaging changes identified
5-15 recommendations
The workflow converts call evidence into a prioritized backlog of asset, sales deck, battlecard, and website improvements.
Time saved
8-12 hours
AI accelerates transcript review, coding, clustering, and recommendation drafting while humans validate the final conclusions.
Research quality
Evidence-backed themes
Findings are tied to actual call language and CRM deal outcomes rather than internal opinions about why deals are won or lost.
Step-by-step workflow
The first 2 steps are open. Pro unlocks the remaining steps, copy-paste prompts, pro tips, tool-by-tool setup guidance, and implementation details.
45 min
45 min
Select 10-20 recent deals from HubSpot: a mix of won, lost, stalled, and competitive deals. Work in hubspot and airtable and capture the concrete operating details: record ID, source evidence, issue type, severity, owner, decision, next action, and follow-up date. Keep the work narrow: complete step 1, record the decision or asset created, and avoid changing unrelated parts of the workflow. Before moving on, check that the output is specific enough for the next person to use without guessing what happened; the expected handoff is A focused win/loss research sample with deal metadata and source links.
A focused win/loss research sample with deal metadata and source links.
Do not mix enterprise strategic deals with self-serve SMB deals unless the research question requires it. Mixed samples produce vague insights.
1-2 hours
1-2 hours
From Gong, pull call transcripts and summaries for discovery, demo, pricing, procurement, and late-stage objection calls. Work in gong and airtable and capture the concrete operating details: record ID, source evidence, issue type, severity, owner, decision, next action, and follow-up date. Keep the work narrow: complete step 2, record the decision or asset created, and avoid changing unrelated parts of the workflow. Before moving on, check that every claim has a source, every assumption is labeled, and unsupported claims are removed; the expected handoff is Curated call transcript set tied to each deal in the research sample.
Curated call transcript set tied to each deal in the research sample.
Late-stage calls usually reveal why the deal will be won or lost. Early discovery calls reveal the original pain, but not always the decision logic.
Pro workflow preview
Previewing 2 of 8 steps
Get the remaining 6 steps, copy-paste prompts, pro tips, tool-by-tool setup guidance, and ongoing workflow and prompt releases.
$9/month
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