win-loss-analysis · v2.0 · 2026-07-03 · sha256 ae462665f9b31957
win-loss-analysis v2.0A
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--- name: win-loss-analysis version: "2.0" author: genesys-growth last_updated: 2026-06-08 description: > Win/loss analysis for B2B SaaS. Analyzes sales call transcripts across 6 dimensions (product, messaging, GTM/sales, pricing, competition, customer context) to extract why deals are won, lost, retained, or churned. Produces aggregate patterns with verbatim-quote evidence, frequency counts, confidence levels, and strategic recommendations. Includes process steps, output template, quality checklist, extraction patterns, and a worked 5-transcript example. --- <!-- COMMUNITY SKILL — included under its original MIT license. Source: https://github.com/matteotitta/genesys-skills by Matteo Titta (MIT). License text: ../LICENSE-genesys-skills.txt Curated into Growth Marketing OS by Mahmoud Omar (mahmoudomar.com) — this file is NOT original work by the repo author; see /skills/community/README.md. --> # Win/loss analysis Analyze sales call transcripts to extract actionable insights on why deals are won, lost, retained, or churned. Cross-reference findings with ICP, firmographics, and competitive context to produce strategic recommendations. **Knowledge type:** `win-loss-analysis` **Maturity on first run:** emergent → validated after team review --- ## Claude Code triggers **Invoke when user says:** - "Win/loss analysis" - "Analyze sales calls" - "Why did we win/lose" - "Churn analysis" - "Retention analysis" - "Sales call insights" - "Deal outcome patterns" - "Customer feedback synthesis" - "Analyze these transcripts" - "What patterns in our sales calls" **Do NOT invoke when:** - User wants general transcript analysis → use a generic transcript skill - User wants competitor research → use `competitor-research` - User wants a single customer interview write-up → use a transcript skill - User wants sales enablement assets → use a sales-enablement skill --- ## Input requirements ### Required | Input | Description | Source | |-------|-------------|--------| | **Transcripts** | Sales call transcripts with customer name and outcome | User provides | | **Outcome** | Win/Loss/Retention/Churn for each call | User specifies or infer | ### Optional (improve quality) | Input | How it helps | |-------|--------------| | Website URL per customer | Firmographics cross-reference | | Product/ICP document | Define in-scope product capabilities | | Market/GTM document | Positioning and competitive landscape | | Sales notes column | Additional context (stage, deal size) | | Competitor names | Pre-identify competitors to watch for | ### Validation Before proceeding: at least one transcript provided; outcome known or inferable from transcript; customer name identifiable. If inputs are missing: ask the user for transcripts. Clarify if outcome should be inferred from transcript signals. ### Transcript intake — normalize, redact, bind to evidence Transcripts arrive in many shapes (Gong, Fireflies, Otter, Grain, Zoom/Avoma VTT, SRT, recorder JSON, or plain pasted text). Before Phase 1, normalize whatever you're handed into one shape — speaker-attributed turns with timestamps where present. Two rules apply to every transcript before analysis: - **Redact PII first.** Mask end-client names, emails, and account numbers before processing; keep roles, company, and deal context. (Load-bearing for regulated industries.) - **Bind every claim to evidence.** Every extracted pattern cites a verbatim quote plus the speaker; normalized, speaker-attributed turns make that attribution reliable. --- ## Process The analysis runs in 3 phases. Read [`references/process.md`](./references/process.md) for the full step-by-step (4 transcript-processing steps, 4 aggregation steps, 4 synthesis steps, plus per-phase checkpoints and the process flowchart). Phase summary: 1. **Transcript processing** — classify outcome, identify speakers, extract customer context, pull verbatim quotes for the 6 dimensions 2. **Pattern aggregation** — group by outcome, count frequency, rank patterns (3+ mentions), cross-reference by ICP/competitor/persona 3. **Insight synthesis** — state pattern, provide evidence with frequency + confidence, identify opportunity, generate executive summary --- ## Core frameworks ### Analysis modes | Mode | When to use | Output | |------|-------------|--------| | **Single call** | Deep analysis of one transcript | Full insight extraction per dimension | | **Batch analysis** | Multiple transcripts (3-20 calls) | Aggregated patterns with frequency counts | | **Comparison matrix** | Win vs. loss OR retention vs. churn | Side-by-side pattern comparison | **Default to batch analysis mode** when multiple transcripts are provided. ### 6 analysis dimensions | # | Dimension | Win signals | Loss signals | |---|-----------|-------------|--------------| | 1 | **Product** | "Exactly what we need," feature praised | "Missing [feature]," "Doesn't do [X]" | | 2 | **Messaging** | "Now I understand why this matters" | "What does it actually do?" | | 3 | **GTM/Sales** | "You really understand our problem" | "Demo didn't address our needs" | | 4 | **Pricing** | "Fair price," "good value" | "Too expensive," "over budget" | | 5 | **Competition** | "Chose you over [competitor]" | "Going with [competitor]" | | 6 | **Customer context** | "Need this now," deadline-driven | "No rush," "maybe next year" | ### Confidence scoring | Level | Definition | When to apply | |-------|------------|---------------| | **High** | 3+ calls with consistent pattern | Clear recurring theme | | **Medium** | 2 calls or inferred from strong signals | Emerging pattern | | **Low** | Single mention or indirect reference | Possible outlier | ### Outcome classification | Outcome | Definition | Key signals | |---------|------------|-------------| | **Win** | Deal closed, contract signed | "We're moving forward," pricing confirmed | | **Loss** | Deal lost to competitor or no-decision | "Going with [competitor]," "Not right now" | | **Retention** | Existing customer renewing/expanding | Renewal discussion, expansion | | **Churn** | Existing customer leaving/reducing | Cancellation, "not getting value" | --- ## Output Produce a single win/loss report markdown file. Template + iteration prompts library: [`references/output-format.md`](./references/output-format.md). Pre-delivery quality checklist + worked example + anti-examples: [`references/quality.md`](./references/quality.md). Auto-update protocol (feedback signals, pattern detection, skill-update template): [`references/auto-update.md`](./references/auto-update.md). --- ## Anti-hallucination guardrails 1. **Quote verbatim.** All insights must trace to specific transcript quotes. 2. **Never invent patterns.** If a pattern appears in only one call, label it "Single mention — pattern unconfirmed." 3. **State frequency.** Always note how many calls support each finding (e.g., "4 of 7 calls"). 4. **Acknowledge gaps.** If a dimension has no data, mark "Not discussed in transcripts." 5. **Distinguish roles.** Tag who said what — prospect vs. sales rep vs. champion. --- ## Gotchas - **Correlation as causation.** Reports "deals with longer sales cycles were lost" as if cycle length caused the loss → always distinguish patterns from causes. Use "associated with" not "caused by". - **Small sample bias.** Draws conclusions from 2-3 deals instead of waiting for sufficient data → flag sample size prominently. Minimum 5 wins and 5 losses for reliable patterns. - **Missing verbatim quotes.** Summarizes what buyers said instead of extracting exact quotes → verbatim quotes are the primary deliverable. Summaries are secondary. - **Single-dimension analysis.** Only looks at win/loss by competitor, missing dimensions like deal size, ICP segment, or sales cycle stage → cross-tabulate across at least 3 dimensions. - **Conflates product feedback with sales insights.** Mixes "they wanted feature X" with "they didn't trust our team" → separate product gaps from sales execution issues. They feed into different downstream work. --- ## Integration with other skills | Skill | Relationship | Usage | |-------|--------------|-------| | **transcript analysis** | Related | Use for general transcripts, not sales calls | | **sales enablement** | Downstream | Feed insights into battlecards and objection handlers | | **product messaging** | Downstream | Update messaging based on win patterns | | **competitor research** | Related | Cross-reference competitor mentions | --- ## Reference files | File | Purpose | |------|---------| | [`references/process.md`](./references/process.md) | Full 3-phase step-by-step + flowchart | | [`references/output-format.md`](./references/output-format.md) | Win/loss report template + iteration prompts | | [`references/quality.md`](./references/quality.md) | Pre-delivery checklist + worked example + anti-examples | | [`references/auto-update.md`](./references/auto-update.md) | Feedback signal detection + pattern rules | | [`references/extraction-patterns.md`](./references/extraction-patterns.md) | Signal patterns for each dimension | | [`references/output-template.md`](./references/output-template.md) | Legacy report template (kept for reference) | | [`references/example-analysis.md`](./references/example-analysis.md) | Worked example with 5 transcripts | --- ## Data integration **Level:** 0 — Context (heavy pulls) If you run win/loss inside a connected environment, pull transcripts and deal context fresh: | Source | What to pull | When | |--------|-------------|------| | **Meeting recorder** (Granola, Gong, Fireflies, etc.) | Sales call transcripts and deal discussions | Always | | **Team chat** (Slack, etc.) | Deal discussion threads and competitive intel | Always | **Fallback (no integrations):** user-provided call transcripts or recordings; manual deal review notes. --- ## Changelog | Version | Date | Changes | |---------|------|---------| | 2.0 | 2026-01-16 | Refactored to v2.0 template: structured phases, evidence-ready insights, iteration prompts, auto-update rules | | 1.0 | Previous | Initial skill creation with 6 dimensions |