Consulting / Stage 02 of 04
Everything your market told us, written up properly. Including the parts nobody in your business particularly wants to read.
The gap
Six options in a dropdown, filled in from memory by whoever lost the deal. Price and timing win every time, because they're the two answers that don't involve telling anyone their pitch was weak.
Where they'd already made their mind up, what tipped it, and the words they used telling a mate about it afterwards. Rarely price.
Including the findings that contradict what your team is completely certain about.
How a buyer describes the problem to a friend is almost never how you describe it on your website. We keep theirs.
Some of what you say lands. Some gets ignored. Some was never read at all. Knowing which is which beats thinking of something new to say.
A pattern has to turn up in more than one group before we'll call it a finding.
In practice
Screens — The readoutScreens from the findings view in your portal
What runs it
Every conversation tagged for objection, trigger, stage and language, so we can count patterns instead of remembering them.
Answers held against each other across the three groups.
A written readout, plus everything underneath it so you can check we haven't made it up.
It lands in your portal next to the campaign data, not in an attachment somebody has to go digging for.
Closed-lost reasons as recorded, against what interviews surfaced
Next step