Loss Analysis
Owner: Adoption Architect / Sales Ops
Purpose
Systematically capture and analyze:
- Deals lost due to product gaps
- Deals blocked awaiting product improvements
- Competitive losses to understand positioning gaps
- Churn from existing Apps customers
Loss Categories
flowchart LR
subgraph LossTypes["LOSS CATEGORIES"]
Product["PRODUCT GAP<br/>Feature limitation"]
Competitive["COMPETITIVE<br/>Lost to competitor"]
Timing["TIMING<br/>Customer not ready"]
Fit["FIT<br/>Wrong use case"]
Churn["CHURN<br/>Existing customer left"]
end
Product --> PM["PM Feedback"]
Competitive --> Intel["Competitive Intel"]
Timing --> Pipeline["Re-engage later"]
Fit --> Qualification["Improve qualification"]
Churn --> Retention["Retention analysis"]
Loss Analysis Template
For each lost deal or blocked opportunity, capture:
| Field |
Description |
Required |
| Date |
When loss occurred |
Yes |
| Customer |
Account name |
Yes |
| Use Case |
What they wanted to build |
Yes |
| Archetype |
Cockpit / Vertical / Horizontal |
Yes |
| Loss Category |
Product / Competitive / Timing / Fit / Churn |
Yes |
| Specific Blocker |
Exact gap or competitor |
Yes |
| Revenue Impact |
ACV lost or at risk |
Yes |
| Competitor |
Who won (if competitive) |
If applicable |
| Recoverable? |
Yes (when gap fixed) / No |
Yes |
| Field Signal |
Quote or context from FE |
Optional |
| Lessons |
What we learned |
Yes |
Loss Registry
Active Loss Log
| Date |
Customer |
Use Case |
Category |
Blocker |
ACV Impact |
Competitor |
Recoverable? |
| |
|
|
|
|
|
|
|
Loss by Gap (Aggregated)
| Gap |
Loss Count |
Total ACV |
Top Competitor |
Recoverable % |
| Security (public URLs) |
TBD |
TBD |
TBD |
TBD |
| Horizontal scaling |
TBD |
TBD |
TBD |
TBD |
| Cost controls |
TBD |
TBD |
TBD |
TBD |
| Custom domains |
TBD |
TBD |
TBD |
TBD |
Monthly Loss Summary
| Month |
Total Losses |
Product Gap |
Competitive |
Timing |
Fit |
Total ACV |
| Jan 2026 |
TBD |
TBD |
TBD |
TBD |
TBD |
TBD |
Competitive Loss Analysis
Competitor Win Analysis
| Competitor |
Wins (Count) |
Win Reasons |
Our Gap |
Counter-Strategy |
| Hyperscalers (AWS/Azure/GCP) |
TBD |
App platform maturity, scaling |
Platform features |
Position on data+AI integration |
| Palantir |
TBD |
FDE motion, solution depth |
Engagement model |
SI partnerships |
| Snowflake |
TBD |
Native apps marketplace |
Ecosystem |
AI/ML differentiation |
Competitive Intelligence Capture
| Field |
Description |
| Competitor |
Who won |
| Customer |
Account lost |
| Win Reason |
Why they chose competitor |
| Our Pitch |
How we positioned |
| Their Pitch |
How competitor positioned |
| Price Delta |
Cost comparison if known |
| Lessons |
What we should do differently |
Churn Analysis
Churn Reasons
| Reason |
Count |
% of Churn |
Action |
| Product gap |
TBD |
TBD |
PM feedback |
| Implementation failure |
TBD |
TBD |
PS engagement |
| Champion left |
TBD |
TBD |
Multi-thread relationships |
| Budget cut |
TBD |
TBD |
Value reinforcement |
| Competitive replacement |
TBD |
TBD |
Win-back strategy |
Churn by Customer Segment
| Segment |
Churn Rate |
Primary Reason |
| Enterprise |
TBD |
TBD |
| Digital Native |
TBD |
TBD |
| Regulated (FSI/HLS) |
TBD |
TBD |
Recovery Pipeline
Track opportunities that are recoverable when gaps are fixed:
| Customer |
Blocker |
Gap Fix ETA |
ACV |
Recovery Action |
| |
|
|
|
|
Loss-to-Learning Pipeline
flowchart LR
Loss["Loss Occurs"]
Capture["Capture in Registry"]
Analyze["Analyze Pattern"]
Action["Take Action"]
Learn["Update Playbooks"]
Loss --> Capture --> Analyze --> Action --> Learn
Learn --> |"Prevent Future"| Loss
PM Feedback from Loss Analysis
Monthly PM Report
| Section |
Content |
| Top 3 Blockers by ACV |
Gaps with highest revenue impact |
| Trend vs. Last Month |
Improving or worsening |
| Competitive Insights |
What competitors are doing |
| Recommendations |
Prioritized PM actions |
| Recovery Potential |
ACV if gaps are fixed |
Actions for Adoption Architect
| Action |
Purpose |
Priority |
| Launch loss analysis capture |
Systematic tracking |
High |
| Create monthly PM synthesis |
Influence roadmap |
High |
| Build competitive intelligence |
Counter-positioning |
High |
| Track recovery pipeline |
Re-engage lost deals |
Medium |
| Analyze churn patterns |
Retention improvement |
Medium |
Success Metrics
| Metric |
Baseline |
Target (6 mo) |
| Loss analysis capture rate |
0% |
80%+ |
| PM features influenced by loss data |
0 |
2+ |
| Recovered deals from pipeline |
0 |
3+ |
| Churn rate reduction |
TBD |
-20% |
Last Updated: January 2026
