When you move a deal to a Won or Lost stage, Tormano prompts you to record a reason.
Won reasons
Optional but recommended. Common values: "Price competitive", "Strong reference", "Existing customer expansion", "Better timing than competitor". Configure your team's standard set in Settings > Custom Fields > Deals > Win Reason dropdown.
Loss reasons
Same idea. Common values: "Lost to competitor (X)", "No budget", "Timing", "No-decision", "Prospect went silent". Configurable list.
Win/loss reports
The Win/Loss report (Reporting > Win/Loss Analysis) breaks down outcomes by:
- Reason — most common reasons for wins and losses
- Stage they came from — which stage do losses cluster in
- Owner — who's winning and why
- Source — which lead source produces the highest win rate
- Time period — quarterly trends
Why this matters
Win/loss data is the cleanest signal for improving your sales process. Once you have 6 months of consistent reasons captured, the report tells you exactly which stages need work, which competitors are eating you, and which lead sources are worth the spend.