Closed-lost denotes an opportunity that has been disqualified or not won after the sales process. Tracking closed-lost reasons such as pricing, timing, competition, or misfit, provides valuable intelligence for future targeting and messaging.
For marketing, these insights can help to refine lead qualification criteria and improve nurture workflows. For sales, they highlight training or process gaps.
Analysing closed-lost deals helps teams understand why opportunities were lost and how to improve future performance, leading to stronger win rates and deeper customer insight.
