What Revenue Teams Should Learn From Failed Deals

Lost deals are an underutilized source of feedback. A systematic deal post-mortem is key to uncovering the root cause of failures across product, pricing, and process.

Categories of Failure

• Product: Critical feature gaps or security concerns.
• Pricing: Inability to articulate ROI or confusing models.
• Process: Failure to multi-thread or lack of a Mutual Action Plan.
• Positioning: Messaging that failed to resonate with the ICP.
• No Decision: A failure to sell against the status quo.

Do not ask "Why did we lose?" Ask "At what stage of the process did we lose, and what could we have done differently?"

The Takeaway

Your failures are your best teachers. Fix the biggest leaks in your GTM strategy by turning deal post-mortems into a source of ongoing organizational learning.