Monthly Win/Loss Review

The procedure

6 steps

1. Pull every won and lost opp from the past 30 days.
2. Write one sentence per deal on the real reason it closed, not the reason in the CRM field.
3. Group losses into three buckets: timing, fit, and execution.
4. For execution losses, name the specific motion that failed: response speed, discovery depth, proposal format, or follow-up cadence.
5. For wins, name the one thing that made each easy. Repeated patterns become the template.
6. Update the cold sequence and the qualification scorecard from what you learned.