TormanoTormano captures why a deal closed through the Mark Won and Mark Lost actions on the deal detail page. (Note: simply dragging a card into a Won or Lost column does not record a reason — use the Mark Won / Mark Lost buttons.)
Recording a reason
Click Mark Won or Mark Lost on the deal. A dialog opens with two optional fields:
- Win reason / Loss reason — a free-text field (up to 500 characters). Type whatever fits, e.g. "Best price + fastest delivery" or "Chose a competitor". It's not a fixed dropdown, so keep your team's wording consistent if you want clean reporting.
- Note — a longer note that's logged on the deal's timeline.
The reason is saved on the deal and shown on its detail page.
Win/loss report
Open Deals > Analytics and select the Win/Loss tab. It shows:
- Win rate, grouped by your choice of Month, Quarter, Owner, or Pipeline.
- Top Win Reasons and Top Loss Reasons — the most common reasons you've recorded.
A time-period filter lets you scope the analysis to a recent window.
Why this matters
Win/loss data is one of the cleanest signals for improving your sales process. Once you have a few months of consistent reasons captured, the report shows you who's winning, and which competitors and objections keep coming up.