Win-loss analysis on every deal you close.
Claap reads the calls and emails of every closed deal, writes the real win or loss reason on it, and shows the pattern each week.
480+ G2 reviews- 30-min demo
- SOC 2
Win-Loss Deals
Primary reason · Kordo
Missing integrationCRM: Price
“Price was never the issue. Without a Salesforce sync, our IT team won’t sign.”
Buyer email · Oct 3
Trusted by revenue teams at
Infopro Digital
TransferRoom
- SOC 2 Type II
- No training on your data
The win or loss reason, written from what the buyer said
- Win/Loss Reason gives the main reason in one paragraph, with a verbatim buyer quote, the speaker and the date.
- Competitive Outcome lists every alternative the buyer weighed, staying put included, and what decided it.
- Fields fill your past closed deals too, and a reason nobody stated is written as “not stated”.
Deals
Read from
“We kept the tool our admin already knew.”
Ilse Brandt, CFO · Sep 30
Won and lost deals compared, so the gap shows
- Average scores on won deals set against lost deals show the qualification gap your reps need to close.
- Who you lose to is counted, with the reason: price, a missing capability, the incumbent or timing.
- Recurring themes are ranked across deals, so one memorable loss is kept from passing for a trend.
Claude
Why did we lose deals this quarter, and what do the deals we won have in common?
get_deal_view“Win-Loss Deals”Running58 deals read
Lost deals had a weak champion: 2.1 against 3.9 on deals you won.
| Field | Won | Lost |
|---|---|---|
| Champion Strength | 3.9 | 2.1 |
| Decision Criteria Match | 4.2 | 3.6 |
Win/loss digest · SlackReady to post
- Name a champion before the demo stage.
- Lost to the incumbent on 5 deals: send a migration plan.
- Replay the Kordo closing call with the team.
A weekly readout your team acts on
- The Slack digest gives won and lost deals, win rate, score gaps, top themes and how much data was filled.
- Three to five actions come with it, each tied to the deals and buyer quotes behind it.
- Map Win/Loss Reason to your CRM’s closed-lost reason property, so RevOps reports run on the real reason.
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On a scheduleEvery Monday at 9:00
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“The ability to push structured insights directly into HubSpot fields is just incredible. It ensures accuracy and helps us track deal progress effortlessly.”
Pontus BäckmanHead of RevOps, WP SEO AIWin-loss analysis, answered
What is win-loss analysis?
Win-loss analysis is the review of closed deals, won and lost, to find out why each one ended the way it did. Sales, product and marketing use the patterns to fix qualification, messaging and positioning. It works best as a regular habit across every deal.
How do you run a win-loss analysis?
Pick the closed deals for a period, record the real reason for each, compare won deals with lost ones, then rank the recurring themes and turn them into a few actions with an owner. With Claap, the reason and the scores are written from each deal’s calls and emails, and the Win/Loss Analyzer runs the comparison every week.
Are win-loss interviews still worth doing?
Yes, for a sample of strategic deals: a buyer interview after the decision catches what was never said to the rep. Interviews reach a small share of deals, weeks later. Reading the calls and emails covers every deal from the conversations that happened during the sale, and a closed-lost debrief call recorded in Claap feeds the same fields.
Why are CRM loss reasons often wrong?
A loss reason is usually a one-word pick list filled by the rep at close, such as “Price” or “Competitor”. Clozd, which runs win-loss interviews, reports that buyer-stated reasons and CRM loss reasons align only about 15% of the time. Claap writes the reason from what the buyer said, with the quote that supports it.
What should a win-loss analysis template include?
For each deal: outcome, amount, close date, owner, the main reason in the buyer’s words, the alternatives considered, champion strength and how well you matched the decision criteria. Then a summary of win rate, recurring themes and actions. The Win/Loss Analyzer builds exactly these as AI fields on your deals.
Do I need a CRM connector or a separate win-loss tool?
No. Claap deals already carry stage, amount, owner, close date and contacts from HubSpot or Salesforce, and the agent reads them through the Claap MCP. Connect your CRM in Claude only if one pipeline holds several products and you want the report on one of them.
Which plan do I need?
Deal views and deal insights come with Claap Business, at $60 per seat per month billed yearly, and with Enterprise. The Claap MCP the agent runs through is on every plan, the free Basic plan included. AI fields draw on your workspace’s monthly AI credits, and the agent shows the cost before any backfill.
See why your last quarter’s deals closed.
Book a demo and we will run the win/loss fields on your own closed deals, with the buyer quotes behind each reason.