Best for
- PMM teams trying to sharpen positioning from real deal evidence
- Sales enablement teams updating battlecards and talk tracks
- Revenue teams with inconsistent closed-lost reasons
Turn scattered win-loss notes and call transcripts into PMM-ready insights about why deals are won, why they stall, which competitors appear, and what messaging needs to change.
A win-loss insight report with theme clusters, competitor patterns, proof gaps, messaging recommendations, and field enablement actions.
Quick view
Check the audience, core tools, and access before you start the detailed steps.
Best for
Core tools
3 tools used across the workflow.
Access
Preview the open steps, then unlock the remaining implementation details and prompts.
Why this works
Win-loss analysis is often too shallow because CRM reasons are inconsistent and anecdotal. Call transcripts and notes contain the real reasons: belief gaps, evaluation criteria, competitor comparisons, internal blockers, and proof failures. This workflow turns that messy evidence into messaging decisions and enablement actions while preserving uncertainty where the data is weak.
Expected results
Deals analyzed
25-40 opportunities
A balanced sample across wins, losses, and no-decisions is enough to surface patterns while staying manageable.
Analysis time saved
8-12 hours
AI-assisted extraction and clustering reduce manual transcript review, but humans still validate recommendations.
PMM output
Evidence-backed recommendations
Every recommendation is tied to deal evidence, quotes, or confidence levels rather than anecdotal sales feedback alone.
GTM impact
Enablement and messaging actions
The workflow ends with owned updates to battlecards, proof, messaging, decks, and follow-up measurement.
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.
1-2 hours
1-2 hours
Pull 10-15 won deals, 10-15 lost deals, and 5-10 stalled or no-decision deals from the same segment or product area. 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 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 balanced win-loss evidence base with deal metadata and transcript links.
A balanced win-loss evidence base with deal metadata and transcript links.
No-decision deals are often more useful than clean losses. They reveal urgency and internal alignment problems that competitor-focused analysis misses.
1-2 hours
1-2 hours
Use Claude to extract structured evidence from each deal: buyer goal, trigger event, evaluation criteria, competitor or alternative, proof requested, objection, decision reason, missing stakeholder, and strongest quote. Work in claude, gong, and airtable and capture the concrete operating details: record ID, source evidence, issue type, severity, owner, decision, next action, and follow-up date. When you use the prompt template attached to this step, paste the real source material, name the expected output sections, and ask the model to flag uncertainty instead of filling gaps. Before moving on, check that every claim has a source, every assumption is labeled, and unsupported claims are removed; the expected handoff is Deal-level decision evidence structured in Airtable.
Deal-level decision evidence structured in Airtable.
Traceability matters. PMM insights are more persuasive when you can point back to specific deal evidence instead of saying 'sales says.'
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
Extract win-loss decision evidence from this deal.
Deal outcome:
{{deal_outcome}}
Deal metadata:
{{deal_metadata}}
Call snippets and notes:
{{deal_call_snippets}}
Output:
1. Buyer goal
2. Trigger event
3. Evaluation criteria
4. Competitors or alternatives mentioned
5. Proof requested
6. Key objections
7. Decision reason, if known
8. Internal blocker or missing stakeholder
9. Strong buyer quote
10. Confidence level: high, medium, low
11. Evidence notes
Do not force a clean answer if the evidence is weak.Related workflows
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