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Win/Loss Analysis is currently in Beta and is a premium add-on. It appears as a standalone item in your Deeto sidebar — separate from Research Hub. Contact your Customer Success Manager to enable it for your workspace.

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Overview

Win/Loss Analysis in Deeto turns your customer interview Q&As into structured, AI-generated reports. When your advocates complete AI interview campaigns with a win or loss scope, their responses are automatically collected into a dedicated Saved View. From there, you select the assets you want to analyze and Deeto AI generates a full analytical report — covering win and loss themes, competitor mentions, recommendations, and direct customer quotes. The goal is to give Sales, Product, and Marketing a shared, data-backed understanding of why deals are won and lost — built from authentic buyer voices, not internal assumptions.
Win/Loss Analysis is a top-level item in your Deeto sidebar. Click it to see all your existing analyses.

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The Analysis List

The list page shows all Win/Loss analyses your team has generated.

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Table columns

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Actions

Click the three-dot menu on any row to:
  • Rename — update the analysis name
  • Copy link — copy a shareable link to the analysis
  • Delete — permanently remove the analysis

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How an Analysis is Generated

Win/Loss analyses are generated from a pre-built Saved View called “Win/Loss analysis”. This view is automatically configured for your workspace — it filters your Knowledge Hub to show only approved and internal Q&A assets from campaigns with a win or loss scope.

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Step 1 — Build your Q&A data

Win/Loss analyses are only as good as the Q&A data behind them. The source data comes from AI interview campaigns your advocates have completed. To have meaningful data to analyze, you need advocates who have gone through a win or loss interview — answering questions about why a deal was won or lost, what competitors were considered, and what influenced the final decision. If you haven’t run win/loss AI interview campaigns yet, contact your Customer Success Manager to set them up.

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Step 2 — Create a new analysis

From the Win/Loss Analysis page, click ”+ New Win/Loss analysis”. This opens the “Generate analysis from this view?” dialog. The dialog shows the default Win/Loss analysis Saved View with all the matching Q&A assets currently selected. You’ll see:
  • The number of assets currently selected (e.g., “Currently selected: 14 assets”)
  • Each Q&A card with its approval status
  • A search bar and Filter button to narrow down the assets

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Step 3 — Review and adjust

Before generating, review the assets included. The analysis will be based exactly on what’s shown. To change what’s included, adjust your filters directly in the dialog — by date, topic, segment, or any other available filter.
The more approved Q&A assets you include, the richer and more accurate the analysis. Only assets with a status of Approved or Internal only are eligible.

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Step 4 — Generate

Click “Generate analysis”. Deeto AI reads all the selected Q&As and produces a structured report that includes:
  • Executive summary — an AI-written overview of the key patterns across wins and losses
  • Win and loss theme charts — donut charts showing the most common reasons deals were won or lost, with deal counts and quote references
  • Competitor analysis — which competitors appeared in deals and how often
  • Customer quotes — direct quotes from the interview data supporting each finding
  • Recommendations — actionable suggestions based on the patterns identified
The analysis appears in your list with status “Internal only” by default.

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Statuses

To change the status, open the analysis and update it from the detail view.

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Viewing Source Assets

Each analysis in the list has a Source data column. Click the grid icon on any row to see exactly which Q&A assets were used to generate that analysis. This lets you verify what data the report is based on and trace any specific finding back to its source.

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Who Uses Win/Loss Analysis

Sales leadership — understand which objections appear most frequently and where deals lose momentum across the team. Product marketing — identify competitive positioning gaps and update battlecards with real buyer language from the interview data. Product management — surface recurring product concerns from lost deals and prioritize roadmap decisions with actual customer evidence. Revenue operations — track win/loss patterns across segments, time periods, and deal types to identify systemic issues. Executive teams — get a data-backed view of competitive dynamics and go-to-market effectiveness without relying on anecdotal post-mortems.