Lost-reason taxonomy
Definition
Lost-reason taxonomy is a lost-reason taxonomy is a controlled list of why deals are marked lost — budget, timing, competitor show, category mismatch, pricing, no decision — so patterns can be measured.
Free-text “lost” notes are useless at scale. Force a primary reason plus optional notes. Review monthly; if “other” dominates, refine the list. Feed reasons back into ICP and outreach targeting.
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