Win/Loss Synthesis
Your closed deals aggregated into the factors that move the win rate, plus the reasons your team actually recorded on won and lost deals.
Overview
Win/Loss Synthesis turns your closed deals into the small set of factors that actually move the win rate: the tailwinds to lean into and the headwinds to fix. Instead of a leader's hunch about why deals are won or lost, it is a deterministic count over the deals you closed, so it holds up in a board review and points at real levers.
Factors and lift
For each deal attribute value, competitor, industry, segment, lead source, deal-size band, whether there was a champion, the synthesis computes the win rate at that value and its lift over your baseline win rate. A value well above baseline is a tailwind; well below is a headwind. Only values with enough supporting deals are shown, so a single fluke deal never becomes a "factor". Factors are ranked by impact, biggest and best-evidenced first.
Stated reasons
Separately, the synthesis tallies the win/loss reasons your team recorded, most common first, split into won and lost. This is the qualitative layer next to the quantitative factors: the factors tell you what correlates, the reasons tell you what your reps wrote down. Together they point at what to change in the motion.
Where the data comes from
The synthesis reads your closed opportunities, their win/loss stage, categorical attributes, and stated reason, from your connected CRM and stored records. Only closed deals count; open deals have no outcome to learn from. If your deals are not tagged with attributes yet, the factors are sparse rather than invented, the more consistently your team tags and records reasons, the sharper the synthesis.