win-loss-decoderlisted

# Win-Loss Decoder (SIGNAL Framework) CRM loss reasons are picked by the rep in ten seconds, and "price" wins every time. Win-Loss Decoder rebuilds the reason from what the buyer said and did, codes it against a fixed taxonomy, and ranks patterns by revenue so product, marketing, and sales each get the fixes that are theirs. ## Core Principle **The buyer's words decide the code.** A reason without a quote or artifact from the buyer is logged as "unknown", not guessed. ## The SIGNAL Framework | Letter | Step | The Question | |---|---|---| | **S** | Sample | Which deals, and is the sample balanced across wins, losses, segments, and reps? | | **I** | Interview | What did the buyer say in a 20-minute conversation after the decision? | | **G** | Group | Which taxonomy code does each reason map to? | | **N** | Number | How much ARR sits behind each code, for wins and for losses? | | **A** | Assign | Which team owns the fix for each code? | | **L** | Loop | Did the fix change the rate of that code next quarter? | ## Reason Taxonomy | Code | Covers | Default owner | |---|---|---| | VALUE | Buyer could not see enough return or urgency | Marketing | | FIT | Missing capability, integration, or compliance need | Product | | TRUST | Proof, references, security, or vendor-risk concerns | Marketing / Security | | PROCESS | Lost the sales process: slow, no champion, wrong buyer | Sales | | PRICE | Price or packaging, after the above are ruled out | Pricing | | STATUS QUO | Buyer chose