> ## Documentation Index
> Fetch the complete documentation index at: https://knowledge.deeto.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Win/Loss Analysis

> Generate AI-powered reports from your customer interview data to understand why deals are won and lost — and turn that intelligence into action.

<Note>
  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.
</Note>

## 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.

***

## Navigation

**Win/Loss Analysis** is a top-level item in your Deeto sidebar. Click it to see all your existing analyses.

***

## The Analysis List

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

### Table columns

| Column          | Description                                                                             |
| --------------- | --------------------------------------------------------------------------------------- |
| **Type**        | Identifies this as a Win/Loss Analysis                                                  |
| **Name**        | The name of the analysis                                                                |
| **Status**      | **Internal only** — visible to your team only. **Approved** — ready to share externally |
| **Owner**       | The team member who created the analysis                                                |
| **Created at**  | Date and time the analysis was generated                                                |
| **Source data** | Click the grid icon to view the Q\&A assets the analysis was based on                   |

### 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

***

## 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.

### 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.

### 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

### 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.

<Tip>
  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.
</Tip>

### 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.

***

## Statuses

| Status            | What it means                                                                                 |
| ----------------- | --------------------------------------------------------------------------------------------- |
| **Internal only** | The analysis is visible to your team but not shared externally. Default when first generated. |
| **Approved**      | The analysis has been reviewed and can be shared with stakeholders outside your team.         |

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

***

## 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.

***

## 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.