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Competitive Intel

Win/Loss Guide

WEBYOUR AIPRO+

Available on Pro and Team.

When to use it

Use Win/Loss Guide to prepare interviews with buyers after you win or lose an opportunity. It gives you the questions, the probes by decision stage, a coding schema, guardrails against bias and a template for synthesising what you hear. The guide changes shape depending on whether you won or lost.

Pro tool. Available on Pro and Team. On Free and Solo it appears in the PRO ONLY group.

What to give it

  • The outcome: won or lost.
  • Who you will interview: champion, economic buyer, evaluator.
  • The opportunity context and timeline.
  • What you know about the decision: who was involved, what you suspect happened.
  • What you most want to learn.

If you don't say whether to build an interview framework or analyse results, it builds the framework and notes that as an assumption. Where facts about a customer are missing, they are marked rather than invented. It reads your Brand Box and project facts.

Run it on the web

  1. Open the Quick tab and choose Win/Loss Guide from the Pro tools.
  2. Enter your brief and run it. It uses one of your Pro runs.
  3. Copy the briefing into your AI, or download it.

Run it in your AI

Run Win/Loss Guide for a lost opportunity. Tuskor lost a 60-technician electrical contractor after a six-week evaluation. We'll interview the operations manager. I want to understand what decided it.

Your AI calls pmmagent_elevate and builds the guide from the briefing. The reply names the workspace and your Pro runs left.

Good output looks like

For the lost Tuskor opportunity, the briefing sets five sections: - Interview guide: neutral, non-leading questions that surface where a competitor displaced you and where your evaluation criteria fell short. - Probe map by decision stage: follow-ups for each stage of the evaluation. - Coding schema: categories for tagging answers, including competitive displacement. For a win, it adds tipping-point attribution instead. - Bias controls and interviewer guardrails. - Synthesis template: a headline question about the reasons for the loss.

The finished asset is a usable interview script and analysis frame of roughly 800 to 1,100 words.