Win Loss Review

Win Loss Review (opens in a new tab) gives you insights into why you win and lose deals to help your deal reviews, improve your sales process, and win more deals.

Availability by Data Parrot Plan

The standard Win Loss Review is available for Data Parrot Pro customers. Win Loss Review Plus is a add-on that requires an Annual Data Parrot Pro subscription (opens in a new tab).

Win Loss Review (Data Parrot Pro)

The standard Win Loss review is available for Data Parrot Pro customers. Win Loss Review is available by selecting "Win Loss Review" from the side bar in Data Parrot (opens in a new tab).

Data Parrot Win Loss Review - Included with Pro Plan

From here, you can filter by:

• Date Range
• Pipeline
• Deal Owner(s)
• Team(s)

You can also Search on deal name, pipeline, owner and win reason.

To export the data to CSV, click the "Export" button.

The table shows the deal information and the Win Reason. Click the column header to sort by that column.

Win Loss Review Plus (Add-on)

Win Loss Review Plus provides detailed analysis of why you win and lose deals. It does a deep dive and reveals the following summarized across all your won and lost HubSpot deals:

• Top Win and Loss Reasons
• Strengths in the sales process
• Internal blockers and assists
• Compelling events
• Pain points
• Stakeholder analysis
• Customer friction
• coming soon: Competitive threats

Note: Win Loss Review Plus is a paid add-on that requires an Annual Data Parrot Pro subscription (opens in a new tab).

Win Loss Review Plus Dashboard

You can access Win Loss Review Plus by selecting "Win Loss Review" from the side bar (opens in a new tab) in Data Parrot.

Data Parrot Win Loss Review Plus - Expanded Sales Deal Win Loss Analysis

There are 3 tabs:

• Summary: Shows the top win and loss reasons
• Our Performance: Shows the strengths/challenges in your sales motions, internal blockers and assists
• Customer Profile: Shows the compelling events, pain points, stakeholders, and friction from the customer's (buyer's) perspective

You can filter by deal status (All, Won, Lost), Date Range, Pipeline(s), Deal Owner(s), and Team(s).

Filtering your Won and Lost Deals by Date Range, Pipeline(s), Deal Owner(s), and Team(s)

Summary Tab

The Summary tab shows your top win and loss reasons, grouped by reason. The number of deals that this win or lost reason appeared in is displayed, and the reasons are sorted by an AI-powered relevancy score (the horizontal bar).

Click any reason card to filter the deals in the table below and click any deal to see the detailed analysis.

Data Parrot Win Loss Review Plus - Summary Tab Table of Won and Lost Reasons

Our Performance Tab

The Our Performance tab reveals the strengths and gaps in your sales motions, internal blockers and assists.

There are 3 columns:

• Sales Motion – Strengths and gaps in how reps ran the deal: discovery, urgency, follow-up, control.
• Internal Blockers – Internal slowdowns: legal, approvals, resource delays.
• Internal Assists – Internal accelerators: fast quotes, exec support, pre-cleared terms.

Click any card (the box in the column) to filter the deals in the table below and click any deal to see the detailed analysis.

Win Loss Review Plus shows the sales motions, internal blockers and assists for your won and lost deals

Customer Profile Tab

The Customer Profile tab shows what was happening inside the buyer’s world — what triggered the deal, what problems they were solving, who mattered, and where they got stuck.

It covers:

• Compelling Event – What triggered the deal: deadlines, mandates, compliance risk, etc.
• Pain Points – Core problems driving the deal: inefficiencies, manual work, visibility gaps.
• Stakeholders – Who influenced the deal: champions, execs, blockers, technical buyers.
• Friction – Buyer-side delays: procurement drag, ghosting, misalignment.

Click any card to filter the deals in the table below, and click any deal to see the detailed analysis.!!!!

The Customer Profile tab shows the compelling events, pain points, stakeholders, and friction for your won and lost HubSpot deals

Viewing an Individual Deal

When you click on a deal in any of the tables, you will see the detailed analysis for that deal.

Analysis of a single Won or Lost HubSpot Deal in Win Loss Review Plus

There are 3 major sections when reviewing a single deal:

• Top Section: Deal Information & AI Snapshot Review
• Middle Section: 3 Columns showing Summary, Our Performance and Customer Profile
• Bottom Section: Sales Cycle and Engagement Timeline

Deal Information & AI Snapshot Review

The top of the page shows the standard deal information including the Deal Name, Company, Contact, Amount, Pipeline, Close Date and Deal Owner.

On the right side of the header, you see the status (Won or Lost) and the AI Snapshot Review.

The top section of the Deal Details page shows the deal information and the AI Summary

AI Deal Analysis

The middle section shows 3 columns: Summary, Our Performance and Customer Profile.

• Summary: Shows the most surprising impact of the deal, and the key reasons for winning or losing the deal.
• Our Performance: Shows the sales motions, internal blockers and assists for the deal, sorted by the impact on the deal.
• Customer Profile: Shows the compelling events, pain points, stakeholders, and friction from the customer's (buyer's) perspective, sorted by the impact on the deal.

Deal-specific analysis of the top reasons, your company's performance, and the customer's profile

Sales Cycle and Engagement Timeline

The bottom section shows the sales cycle and engagement timeline.

• The Sales Cycle Timeline is a chart that shows the sales cycle from start date to end date
• The Engagement Timeline shows the meetings, calls, emails, notes, tasks and communications

The Sales Cycle Timeline showing the sales cycle from start date to end date with the AI deal health, amount changes, and stage changes

Interacting with the Sales Cycle Timeline

The Sales Cycle Timeline is interactive! You can do the following:

• toggle on Stage History and Amount History to see the stage changes and amount changes over time.
• mouseover the AI deal health nodes to see the AI Deal Health score(s) and summary for that date.
• below the timeline shows the engagements by type (meetings/calls/emails). Click on a node to 'jump to' the engagement in the engagement timeline.

Interacting with the Engagement Timeline

The engagement timeline shows the timeline of meetings, calls, emails, notes, tasks and communications.

Click on any engagement to expand to see the details of the engagement.

Key Notes about Win Loss Review Plus

• AI Deal Health is only calculated from when you started using Data Parrot Pro. In the future we may extend this to reverse analyze deals, likely as an add-on or credit model.
• The Win Loss Review Plus add-on runs on your deals Won or Lost after you sign up, with a maximum of 100 per month. To increase this limit or run it on your historical data, Contact us to request a quote.

The Future of Win Loss Review Plus

We plan to continue expanding Win Loss Review Plus with more features in the future, including:

• Competitors
• Product/Service features
• Customer segmentation
• External market forces
• Showing key custom property changes in the timeline using our custom property analysis (opens in a new tab) (currently in early access in Playground).

Next Steps

• Rewind your Pipeline: Quickly learn if your pipeline is growing or shrinking, and why with Pipeline Time Machine.
• Predict Sales with AI Forecast: Increase your sales forecasting accuracy with AI.
• Reveal Key Trends: Learn how to uncover positive and negative trends happening in your sales pipeline.
• Activity Dashboard: Explore to see a detailed view of all your sales engagements across your sales team.