# Win Loss Analysis From Real Call Transcripts

Source: https://maito.app/workflows/find-patterns-in-lost-deals

Ask Maito why you lose deals. It reads CRM loss reasons and call notes, then shows what buyers said and where the logged reason doesn't match.

Ask why you lose and get an answer from the actual call notes.

[Sales](https://maito.app/workflows/team/sales) · When you ask · Updated October 19, 2026

Works with

-   Slack
-   Email
-   [HubSpot](https://maito.app/workflows/tool/hubspot)
-   [Salesforce](https://maito.app/workflows/tool/salesforce)
-   [Attio](https://maito.app/workflows/tool/attio)
-   [Pipedrive](https://maito.app/workflows/tool/pipedrive)
-   [Granola](https://maito.app/workflows/tool/granola)
-   [Fireflies](https://maito.app/workflows/tool/fireflies)
-   [Fathom](https://maito.app/workflows/tool/fathom)
-   Otter.ai
-   Read AI
-   [Zoom](https://maito.app/workflows/tool/zoom)

## How do you run a win loss analysis?

To run a win loss analysis, ask Maito in Slack why you lost deals this quarter. It reads the loss reasons in your CRM and the call transcripts, counts the real reasons, compares them with what reps logged, and returns the patterns with quotes, company, date and deal size.

## How it's done today

Loss reasons are a dropdown nobody fills in honestly.

## What Maito does

1.  Read notes and transcripts for lost deals
2.  Group the reasons
3.  Quote the strongest examples

## Example

**Dana** (3:30 PM):

why did we lose deals last quarter?

**Maito** (3:42 PM):

Q3: 28 deals lost, $1.1M. I read the HubSpot loss notes and 19 Fireflies transcripts. The other 9 have no recording.

**As logged:**  
• Price: 9 deals, $340k  
• Missing SSO: 6, $290k  
• Chose incumbent: 5  
• Other: 8

**Catch:** on 4 of the 9 'price' deals, the transcript shows SSO or security came up first and price only at the end. Counting those, SSO is closer to 10 deals and price 5.

Strongest quote, Initech, Aug 19: 'We'd pay your price, but we can't go live without SSO.'

**Dana** (3:45 PM):

put the 10 SSO examples in a doc for Leo.

**Maito** (3:47 PM):

Attached: lost-deals-sso-q3.docx. 10 quotes, each with company, date and deal size.

## How to set it up

When you ask Find patterns in lost deals

Set up

Nothing to set up. Ask in Slack or by email whenever you need it.

Connect CRM

-   HubSpot
-   Salesforce
-   Attio
-   Pipedrive

Connect call notes

-   Granola
-   Fireflies
-   Fathom
-   Otter.ai
-   Read AI
-   Zoom

Not connected yet? Your agent sends you a link to sign in.

## What it won't do

A pattern from a few dozen deals is a signal, not proof. Deals with no transcript or notes can't be explained.

## Questions

### Which call tools can it read?

Granola, Fireflies, Fathom, Otter.ai, Read AI or Zoom, along with HubSpot, Salesforce, Attio or Pipedrive for the deals.

### What if some deals have no recording?

Maito reports how many it could read and relies on the CRM notes for the rest, so the sample size is clear.

### Can I get the quotes in a document?

Yes. Ask for them and Maito attaches a document with each quote, company, date and deal size.

## More sales workflows

-   [Research an account before a call Get a one-page brief on the company and the people you're meeting, without opening ten tabs. Sales · When you ask Works with Google Calendar, Microsoft 365, HubSpot, Salesforce.](https://maito.app/workflows/research-an-account-before-a-call)
-   [Brief every meeting automatically Every morning, get a short brief for each external meeting on your calendar. Sales · On a schedule Works with Google Calendar, Microsoft 365, HubSpot, Salesforce.](https://maito.app/workflows/brief-every-meeting-automatically)
-   [Draft the follow-up after a sales call Turn the call notes into a follow-up email that covers what was promised. Sales · When something happens Works with Granola, Fireflies, Gmail, Microsoft 365, HubSpot, Salesforce.](https://maito.app/workflows/draft-the-follow-up-after-a-sales-call)
-   [Update the CRM from a Slack thread When deal news comes up in a thread, mention Maito and the CRM gets updated. Nobody types it twice. Sales · When you ask Works with HubSpot, Salesforce.](https://maito.app/workflows/update-the-crm-from-a-slack-thread)
-   [Weekly pipeline review See which deals moved, which stalled, and which need you, before the pipeline meeting. Sales · On a schedule Works with HubSpot, Salesforce.](https://maito.app/workflows/weekly-pipeline-review)
-   [Score and route inbound leads New sign-ups and form fills get researched and sent to the right rep, or to nurture. Sales · When something happens Works with HubSpot, Salesforce.](https://maito.app/workflows/score-and-route-inbound-leads)

[See all workflows](https://maito.app/workflows)

## Put your AI teammate to work.

Set it up in minutes. Start with this one, and let it earn the next one.

[Put Maito to work](https://maito.app/login?returnTo=%2Fworkflows%2Ffind-patterns-in-lost-deals)[Book a demo](mailto:support@maito.app?subject=Maito%20demo)