Section 15 of 21 · Decision Book p.29–30
15. Deal Autopsy & Sales Coaching
DMA's book asks the system to explain why deals are lost and won, find the patterns across hundreds of deals, coach reps and point leadership at the real problem. It schedules these for Phase 2 and 3, after the lost-reason clean-up; the reading of lost deals and the backtest already run.
What we built for this section
- A lost-reason code for every lost deal, with the note it came from.
- Won and lost outcomes mirrored from Nutshell and linked to the AI decisions before them.
- A backtest of the scoring against past outcomes (synthetic in the POC), on the Measurement screen.
The 5 capabilities, in the book's order
| No. | Capability | Book page | Phase | Autonomy | Status |
|---|---|---|---|---|---|
| 15.1 | Explain why deals are lostClassify why deals are lost: price, trust, weak proof, bad timing, slow response, wrong fit, competitor, poor follow-up, no urgency. | p.29 | Phase 2 | L1 · Recommend | Designed for Phase 2 |
| 15.2 | Find patterns across hundreds of dealsFind patterns across hundreds of deals, for example "we lose too many enterprise SEO proposals because we lack proof in that vertical". | p.29 | Phase 2 | L1 · Recommend | Designed for Phase 2 |
| 15.3 | Rep coachingShow what a salesperson could have asked, explained or followed up on differently. | p.29 | Phase 3 | L1 · Recommend | Designed for Phase 3 |
| 15.4 | Management problem detectionTell whether the real problem is lead quality, sales execution, pricing, proof, speed or fit. | p.30 | Phase 2 | L1 · Recommend | Designed for Phase 2 |
| 15.5 | Win-pattern mining (mirror of loss analysis)Classify why deals are won: the right proof, timing, a strong champion, price accepted, a fast response. | p.30 | Phase 2 | L1 · Recommend | Designed for Phase 2 |