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Win/loss reasons are the structured explanation recorded when a deal is closed — chosen from a list you define, such as “price”, “timing” or “chose a competitor”. Treepie Flow requires a reason before a deal can be marked won or lost, so the reasons are complete enough to report on, and Growth can connect them back to the campaigns that sourced the deals.
Because when the field is optional and free text, half the deals say nothing and the other half say "price". Neither can be counted, so the review falls back on whichever loss people remember.
A win/loss reason is a structured value chosen from a list you define, required before a deal can be marked won or lost, with optional free text beside it.
The list is yours to define and can differ per pipeline. The value is required at close, the free text is not, and both are kept on the deal so a reason can be revisited when more is known.
Forty-one losses in a quarter grouped as: 18 no decision, 11 lost to an incumbent, 7 price, 5 missing capability. That is a different quarter from the one the team described, where price was the whole story.
It records the reason given, which is not always the reason that operated. Structured loss data narrows the question; it does not close it.
Pipeline reports group by it, cohort analysis reads it against when deals started, and Growth uses lost-to-competitor values when it builds comparison content.
| Free-text notes | Optional dropdowns | Treepie Flow | |
|---|---|---|---|
| Completeness | Whatever someone wrote | Often skipped | Required before close |
| Reportable | No | Partly | Yes, by reason, pipeline and owner |
| Per pipeline | No | One global list | A list per pipeline |
| Competitor tracking | Buried in notes | Sometimes | Named competitor field |
| Link to marketing | None | None | Connected to source in Growth |
Yes. Renewal churn reasons and new-business loss reasons rarely overlap.
Yes, with the change recorded, which matters when a lost deal returns three months later.
Yes, alongside the structured value. It is read in reviews; it is not what the reporting counts.
Yes, with the change recorded in the deal’s history.
Six to ten per pipeline. Enough to be specific, few enough that reps choose accurately.
Yes. A competitor field can be required when the reason is “chose a competitor”.
Yes. Win reasons are just as useful — they show what to repeat.
Win-rate reports break down by reason, pipeline, owner, source and period, with every figure openable to its deals.
Yes. Loss reasons can be exported or read through the API into your product feedback process.
You can require a note with “other”, and reports show how often each person uses it.
Not necessarily. Each pipeline can have its own list, because churn reasons differ from new-business losses.
Fourteen days, every module, no card. Or half an hour with someone who will run it on your own records and tell you where it does not help.