Q · 01
Why are we really losing deals?
Not the reason your reps typed into the CRM. The buyer's reason, surfaced from call evidence and scored against MEDDPICC, SPICED, or BANT.
The definitive win/loss and rep performance analysis for B2B revenue teams
What you won on.
What you lost on.
What it's worth.
Your read on the pipeline is probably right. The hard part is proving it deal by deal, fast enough to act on, defensible enough to ship to the board.
We map the terrain beneath your pipeline.
Six questions every CRO walks in with. We answer them in 48 hours from your own deal data.
Q · 02
Which behaviors win, which behaviors lose?
The specific moves your top reps make that your bottom reps don't. Patterns from your calls, not someone else's playbook.
Q · 03
Is the methodology actually being run?
CRM fields say one thing; the calls say another. We measure whether reps are running the playbook, or just filling in the boxes after the fact.
Q · 04
Where does the buyer journey break down?
Where your CRM stage and the buyer's actual decision process diverge. Champion absence. Unquantified pain. Late-stage stakeholders nobody met.
Q · 05
What's each gap actually worth?
Every finding, priced. Wasted seller capacity, lost ARR, and the win-rate delta tied to each behavior gap.
Q · 06
What do we do about it?
A ranked action list. Coaching priorities, enablement gaps, qualification fixes, sequenced by what moves the win rate fastest.
For revenue leaders who need answers, not assumptions.
Different month, same question. Here's when CROs pick up the phone.
CRO · First 100
New in seat, no baseline
You inherited the team, the pipeline, the misses. You need a defensible read on what's broken, fast, before you make calls on people and process.
Pre-board / Pre-QBR
A defensible story
"Why did we miss?" answered with deal-level evidence and dollar figures, not vibes. Numbers that hold up in the room.
Methodology rollout
Adoption vs. usage
Rolling out MEDDPICC, SPICED, or BANT? We measure whether it's stuck, call by call, deal by deal.
Pre-SKO diagnostic
Anchor SKO in what your data says
Last year's win patterns become this year's enablement priorities, with the call evidence to back the keynote.
From every call to one read, ranked by impact.
AI does the reading at machine scale. Four years of designing sales diagnostics behind every report, every one signed personally.
Step · 01
Intake
Minimum 5 won + 5 lost deals. Calls, emails, CRM stage history. One-hour kickoff; you keep the originals.
Day 0 · 60-min kickoff
Step · 02
Read every call
Every deal read through five lenses: MEDDPICC, SPICED, BANT, buyer journey, and seller skills.
Day 1 · ~1hr of analysis
Step · 03
Find the pattern
The behaviors separating won from lost. Each finding: a frequency, an evidence pack, a dollar figure. Not vibes. Receipts.
Day 1.5 · synthesis
Step · 04
Deliver the roadmap
One report. Ranked findings. Coaching priorities, enablement gaps, qualification fixes, sequenced by what moves the win rate fastest.
Day 2 · 60-min readout
¶
Why two days, not six weeks? The buyer's reasons aren't hiding. They're in the recordings. Reading them faster doesn't make them shallower. It just means the answer arrives while you can still act on it.
Five lenses, one read.
Every deal read through five frames that actually predict outcome. Each lens picks up different signals from the same conversation, and surfaces a different read.
-
01
MEDDPICC
Deal qualification, element by element. Reads every call for Metrics, Economic Buyer, Decision Criteria, Decision Process, Paper Process, Identified Pain, Champion, and Competition. Surfaces which elements are populated in CRM but absent from the call evidence, and which omissions correlate with losses.
-
02
SPICED
Call execution against the Winning by Design framework: Situation, Pain, Impact, Critical Event, Decision. Tracks whether reps build the case from situational context up to a triggering event, or skip the urgency anchor and run a feature-led close.
-
03
BANT
Foundational qualification: Budget, Authority, Need, Timing. The pre-demo gate. Highlights where deals advance without a named decision-maker or a calendared next step, and how those signatures correlate with closed-lost.
-
04
Buyer journey
Where the buyer actually is (Recognition, Evaluation, Resolution) vs. where the CRM stage says they are. Maps the mismatches that send late-stage forecast deals back to early discovery. The lens your CRM literally cannot see.
-
05
Seller skills
Discovery depth, multi-threading, value framing, frame control, next-step discipline. Scored per rep across won and lost deals so the gap between top and bottom quartile is visible, and coachable.
One call. Five lenses. Five different reads.
Single-call scorers grade the call. We grade the deal, by reading the same evidence through each lens. Click any lens to see what it picks up in this excerpt.
AE
So, walk me through it. What does this actually look like for you guys day-to-day right now?
Ops Lead
Honestly? It's, uh, it's the thing that keeps me up at night. Like, every week we've got lost orders, claims, refunds piling up. And then the team's just, you know, scrambling on it.
AE
Yeah, yeah. Got it. And do you have a sense of, like, what that costs you annually? Even a rough number?
Ops Lead
Uh, I mean… I'd say a million, maybe million and a half? Somewhere in that range. I'd have to pull the exact number.
AE
Right. And beyond the dollar number, is there anything else that hits? Like operationally?
Ops Lead
Yeah. It's painful, honestly. The team's burnt out. We're losing margin. It's just not, you know, where we want to be.
AE
Totally. So let me bring our integration team on, and I'll get the API docs over to you. We can move pretty quick on this.
Ops Lead
Yeah, sounds good. We'll, uh, regroup on our end and circle back.
Lens 01 · Deal qualification
MEDDPICC
Identified PainStrong
MetricsQuantified
Decision ProcessMissing
Paper ProcessMissing
Pain shows up. Qualification doesn't.
What this surfaced for the team
The team's "good discovery" was masking a structural skip: reps anchor pain, then move to demo before scoping process. Coaching priority became late-stage qualification, not discovery technique.
Lens 02 · Call execution
SPICED · Situation · Pain · Impact · Critical Event · Decision
SituationLight
PainStrong
ImpactSurfaced
Critical EventNot surfaced
DecisionDeferred
Pain and impact came through. Urgency didn't.
What this surfaced for the team
Manager scorecards added one line: did the rep anchor on a critical event? Two existing coaching priorities (objection handling, demo polish) got deprioritized for urgency-anchoring drills.
Lens 03 · Foundational qualification
BANT · Budget · Authority · Need · Timing
BudgetImplied
AuthorityUnconfirmed
NeedEstablished
TimingSoft
Need is clear. Authority and timing aren't.
What this surfaced for the team
A pre-demo qualification gate was added: no demo without a named decision-maker and a calendared next step. Cleared 18% of pipeline as unqualified within four weeks.
Lens 04 · Buyer stage alignment
Recognition · Evaluation · Resolution
Buyer's stageRecognition
Rep's pitchResolution
AlignmentMismatched
The buyer is still describing the problem. The rep is selling the fix.
What this surfaced for the team
A new step in the discovery framework: stage-confirm before solution-discuss. A single sentence ("before I show you anything, where are you in evaluating options?") went into every rep's discovery script.
Lens 05 · Observable skills
Discovery · Probing · Control · Next-step discipline
DiscoverySolid pivot
ProbingQuantified
Frame controlLoose
Next-stepSoft
Discovery is there. Control isn't.
What this surfaced for the team
Manager 1:1s got restructured: 15 minutes of close-control drills replaced the deal-by-deal pipeline review for six weeks. Pipeline review moved to a weekly group cadence so 1:1s could focus on skills, not status.
Three kinds of organizational levers.
Every diagnostic finds different gaps. These are three examples (drawn from real, anonymized engagements) of the kinds of levers we surface: talent, process, methodology.
Lever · 01 ● Talent
Champion presence as a predictor of close.
83%
vs.
17%
Won · Lost
In this client's data, 83% of won deals had an actively-selling champion. 17% of lost deals did. The single strongest predictor in the dataset, and the lever that drove their next coaching cycle.
Lever · 02 ● Process
SLA discipline as a force multiplier.
42%
→
17%
Within · After 14d
In another client's data, deals demo'd inside 14 days closed at 42%. Past 14 days: 17%. The gap was process control, not discovery quality. A RevOps fix, not a coaching one.
Lever · 03 ● Methodology
Pain identified. ROI rarely quantified.
100%
→
17%
Pain · Quantified
In this engagement, every deal identified pain. Only 17% reached a quantified ROI. Metrics scored lowest of any MEDDPICC element across both won and lost deals. Wins were closing without it; losses had no anchor when budget questions arrived.
"Most orgs don't have the staffing or capability to action these callouts at scale. They don't know the holes, and they can't implement the solution. That's where the real value is."
CRO · client engagement
Every company's terrain is different.
Three real engagements, three different findings. None of these gaps were visible from the CRM. Findings are never attributed to a named client — yours won’t be either. The only way to find yours is to do the same work on your deals.
Multi-quarter dataset · won and lost deals end-to-end
Champion presence separated 83% of wins from 17% of losses. The single strongest predictor in the dataset. Pain identified in every deal; ROI quantified in only 17%. Delivered to the CRO; reshaped the next coaching cycle.
83%
of won deals had an actively-selling champion
Commercial & enterprise segments · multi-quarter dataset
Lost deals scored higher on pain identification than won deals. The gap was process control, not discovery. Win rate dropped from 42% to 17% past a 14-day demo SLA. Delivered to Head of Sales and VP Revenue; surfaced a RevOps fix, not a coaching one.
2.5×
win-rate lift when demos happened inside 14 days
Multiple product lines · won and lost deals scored side-by-side
Commercial insight (sharing industry data, peer benchmarks, the Challenger "teach" behavior) appeared on fewer than 1 in 5 calls. When it did, those calls scored highest in the dataset. Product knowledge wasn't the gap; the gap was using product knowledge to teach.
<20%
of calls included any commercial teaching moment
Your stack tells you what happened.
We tell you why. In your own methodology, in the language your org already speaks.
RevTopo doesn't compete with your stack. It sits upstream of it.
Your stack
Gong captures the calls. Salesforce tracks the pipeline. Live-coaching tools prompt reps in the moment. All necessary. None of them tell you which behaviors close which deals across your team.
Your RevOps team
RevOps has the data instinct. What it usually lacks is the methodology depth, the scoring consistency, and the repetition to deliver this work at a standard a CRO can defend in the boardroom. Most teams try this in-house first. Most discover it's a different job.
What RevTopo adds
A certified revenue architect, four years of designing diagnostics, AI agents trained on the methodologies your org already runs. We build the foundation. Your team carries it forward. Diagnostics delivered for Hudl, Route, and Element451.
Your calls never leave a controlled environment.
The real risk isn’t the cloud. It’s a vendor with standing access to your systems. We never have any.
NDA first
Every engagement starts under a mutual NDA, signed before a single transcript moves.
No standing access
Your RevOps team shares transcript links directly with us. Nothing is scraped, no tools are installed, and no one touches your CRM. You keep the originals.
Isolated by design
Transcripts are stored in a Google Cloud environment unique to your engagement, analyzed against our scoring framework, and synthesized into your readout.
Your baseline
Your scored evidence stays in your engagement’s environment and becomes your baseline — every follow-on quarter is measured against the same body of evidence.
Engagement options.
One method, four altitudes: the deal, the rep, the org, and over time. Each tier includes everything below it. Engagements start from a minimum of 5 won + 5 lost deals. No upper bound. More deals sharpen the signal. Fixed scope, fixed price, fixed turnaround.
Win/Loss
$5K
Why do we really win and lose? Won and lost deals scored across five lenses. Where deals are won, where they die, and what each gap costs. Evidence pack and ranked findings.
+ Seller Skills
$7.5K
Which behaviors — and whose? Everything in Win/Loss, plus per-rep behavior scoring: who needs coaching, on what, with call evidence attached. Delivered as a manager-ready pack — each rep’s winning skills and patterns, built to hand straight to frontline managers.
Full Audit
$10K
Is it true across the whole org? For larger orgs: multiple products, multiple go-to-market teams. The full win/loss and seller-skills read, run per product and per team — several diagnostics’ worth in one engagement, with a board-ready summary.
Continuous
$20K/yr
Did the fixes actually work? Quarter one sets your baseline. Every quarter after, new deals are scored on the same rubric — playbook adoption, seller skills, win and loss reasons — trended against your own numbers. Measures improvement, not just problems.
NDA standard · isolated cloud environment per client · no CRM access required
Your details are saved the moment you click — then pick a time that suits you. No marketing list.