Win/loss synthesis

GTM Excellence · Initiative playbook
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GTM Excellence

Win/loss synthesis

Win/loss insight is anecdotal; themes never reach product or marketing on a regular cadence.

The problem

Win/loss insight is anecdotal; themes never reach product or marketing on a regular cadence.

The play

Gong transcripts + closed-deal CRM notes feed a weekly Claude synthesis. Themes are tagged, owners assigned, and the digest lands in #gtm-insights every Monday.

Headline KPI

Insight cycle time
QuarterlyWeekly
BAU owner
Product Marketing

Tools in the stack

GongHubSpotClaudeLinear

Rollout plan

  1. 1
    Discover
    Audit the current process, instrument baseline metrics, and confirm the bottleneck with the BAU owner.
  2. 2
    Design
    Gong transcripts + closed-deal CRM notes feed a weekly Claude synthesis. Themes are tagged, owners assigned, and the digest lands in #gtm-insights every Monday.
  3. 3
    Pilot
    Run with EMEA new logo team. Measure against the success criteria below; iterate weekly.
  4. 4
    Evaluate
    Review against: ≥1 product/marketing change shipped from insights per month. Decide go / no-go with Product Marketing.
  5. 5
    Embed in BAU
    Hand over to Product Marketing with runbook, dashboards, and on-call rotation. Schedule 60-day ROI check.

Success criteria

Pilot scope
EMEA new logo team
Definition of done
≥1 product/marketing change shipped from insights per month
BAU owner
Product Marketing