win-loss-synthesis

name	win-loss-synthesis
description	Synthesize win-loss interviews, notes, and deal evidence into clear themes and actions. Use when asked why deals were won or lost, how patterns vary by segment or competitor, or what to change in messaging, process, or coaching. For a single competitive asset, route to battlecard-builder.

Win Loss Synthesis

Turn mixed win-loss evidence into findings that change enablement priorities.

Confirm Inputs First

Confirm the minimum analysis scope:

• If a current revenue-enablement-context exists, use it first for ICP, stage, competitor frame, and message guardrails. If not, ask for only the highest-impact missing context.
• Data sources (interviews, CRM notes, call snippets, closed-lost reasons)
• Time window and segment scope
• Deal sample and win/loss mix
• Competitors or alternatives in scope
• Decision audience: PMM, enablement, or sales leadership

Ask for only missing items. If the user wants a fast draft, proceed with labeled assumptions.

Read The Right Reference

• Read references/win-loss-coding-framework.md before classifying themes or quantifying findings.

Default Workflow

1. Set analysis boundaries. Define what counts as evidence and which deals belong in scope.

2. Normalize records. Convert source artifacts into a consistent dataset with stage, segment, persona, competitor, and outcome fields.

3. Code reasons and context. Tag primary and secondary reasons using the shared coding framework.

4. Separate evidence from inference. Keep raw observations separate from interpretation.

5. Check coverage and bias. Flag selection bias, missing segments, and skewed deal mix before drawing broad conclusions.

6. Compare patterns. Look for differences by segment, persona, stage, and competitor.

7. Prioritize implications. Translate findings into messaging, coaching, process, and product feedback recommendations.

8. Call out confidence. Highlight sample limits, missing segments, or source quality concerns.

Tool Notes

• Tool-agnostic default: interviews and notes are sufficient for useful synthesis.
• Optional tools: CRM exports and call-intelligence snippets improve speed and traceability.
• Treat standardized CRM reason codes as one input only; validate against qualitative evidence.

Output Contract

Default output includes:

• Findings summary by outcome with top coded themes
• Segment/persona/competitor comparison table
• Priority implications by function (enablement, PMM, sales management, product)
• Action plan with owner suggestions and 30/60/90-day sequence
• Assumptions, confidence notes, and unresolved questions

Quality Bar

• Evidence coverage is broad enough to avoid single-deal storytelling.
• Interpretation is clearly distinguished from observed facts.
• Recommendations are specific and owner-addressable.
• Insights are segmented where materially different.
• Findings can be defended in leadership review.
• Selection-bias and sample-shape risks are explicitly labeled before strategic recommendations.