A win-loss analyst, run as software.
It’s the same work a win-loss firm does — interview the buyers, synthesise the reasons, recommend the moves — only now it’s self-serve, runs on every deal, and takes days instead of weeks.
- 01
Scope the study
You talk it through with an AI analyst — your product, your competitors, and where you suspect you’re losing — and the assessment takes shape live as you do. It draws on a win-loss framework to propose the dimensions worth assessing and the hypotheses worth testing; you shape the scope, adding, dropping, and re-weighting what gets explored. The AI writes the actual questions so they stay neutral and never lead the buyer.
Try the designer live → - 02
Preview with a test interview
Before any buyer is contacted, you take the interview yourself, exactly as they will experience it. If a topic is missing or off-target, your feedback flows straight back into the design conversation and the scope revises in front of you. Nothing reaches a buyer until the study asks the right things.
- 03
Interview the buyers
You add your won, lost, and churned contacts — or connect your CRM so every closed deal flows in automatically. Each buyer gets a private, single-use link. Everyone answers a shared core (the same dimensions and a few standardised questions, so results are comparable), plus follow-ups scoped to what their deal and role let them speak to — a churned customer on onboarding, a lost prospect on the bake-off. Interviews are conversational, short, and never leading. Buyers answer in their own words, typed or spoken.
- 04
Synthesise the evidence
Responses are summarised per segment, then reduced into a prioritised view of why you win, lose, and churn — cut by outcome, competitor, and segment, including what winners say that losers don’t. The synthesis is evidence-bound and preserves dissent, so minority views aren’t averaged away. Your initial hypotheses are tested against what buyers actually said, so blind spots and confirmations both surface.
- 05
Protect every respondent
Before you see anything, a confidentiality guard enforces a minimum-N gate on every segment cut: any group too small to protect a person is suppressed or merged. Individual responses are never shown — unless a buyer explicitly opted in to be quoted — and identity is never joined to response content in anything you can see. It’s exactly why buyers tell the AI the truth they wouldn’t tell your rep.
- 06
Draft the revenue actions
Finally, a planner turns the guarded readout into a sequenced set of moves — pricing and packaging, sales enablement, product, retention — each tied to a specific finding and a success measure. It draws on curated playbooks to shape the how, but the evidence sets the what: every recommendation traces back to something the buyers said. Both deliverables take questions: ask follow-ups and the answers come only from the guarded readout, never raw interviews.
- The product, competitors, and the questions worth exploring.
- Which dimensions are in scope, and their emphasis.
- Which buyers are interviewed, and when the study launches.
- Writing neutral, non-leading questions.
- Adapting each interview to the buyer’s deal outcome and role.
- Synthesis, confidentiality, and the drafted actions.