§ 01 · Revenue topology Win/loss diagnostics for B2B revenue teams

What you won on.
What you lost on.
What it's worth.

You already have the recordings. Let's turn them into numbers your GTM team can trust. A deep read of every call and deal finds the biggest levers in your sales team: where won and lost differ most, and the biggest areas for reinforcement.

Book a scoping call → See the sample report
Diagnostics delivered for
Hudl Route Element451 PSG Equity
§ 02 · What we do We map the terrain beneath your pipeline.

The fundamental questions about your revenue team. Answered from your own calls.

Five questions for each role. Pick yours.

Your role
Q · 01

Why are we winning, and why are we losing?

Not the reasons your reps typed into the CRM. The patterns across your won and lost deals, taken from the calls and scored against MEDDPICC, SPICED, BANT, or the methodology you already run. New in seat? This is the baseline you don't have yet.

Q · 02

Is it a people problem or a process problem?

Skill gaps and process gaps come out separately, so you can see whether the fix is coaching or a change to how deals move through your stages.

Q · 03

What is this costing us?

The readout puts a number on the biggest gaps: the revenue lost to the pattern, the win rate it is costing you, and, when the deal data supports it, the seller hours spent on deals that should have been cut earlier.

Q · 04

Will it hold up in the boardroom?

The numbers trace to named deals, the findings to the calls behind them, and the scoring is the same across all of them. What you take into the room can be checked.

Q · 05

Doesn’t our call platform already do this?

It gives each call a number, against questions your managers wrote, and the number sits with the call. Nobody lines the lost deals up against the won ones and asks what differed. Nobody checks the scorer. We do both, from outside, on every call in every deal, in numbers you can defend to the board.

“The analysis was great. … [Most orgs] don’t know the holes and they can’t implement the solution at scale. Very common problem.”
CRO · client engagement
Q · 01

Which reps are winning, and what are they doing differently?

Each rep scored on the same skills across won and lost deals, so the gap between your top and bottom reps is visible, with the calls attached.

Q · 02

What do I hand my frontline managers?

The questions to ask on every deal, the deal risks that showed up most in your own lost deals, and the talk tracks your winning reps used when a competitor came up.

Q · 03

Is the methodology 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 in the cycle are we losing?

The stage where lost deals stop looking like won ones: a demo that came too late, a decision-maker nobody met.

Q · 05

Every call already gets an AI score. What’s different?

A score per call is not a read of a deal. At one client, a buyer heard a price five times what he expected, and the rep dropped to a third of the list price without a word about value. Nobody opened that call until we did. We read every won and lost deal on one yardstick and hand you what separated them, by stage and by rep.

“Really valuable.”
VP of Sales · client engagement
Q · 01

Which skills close?

The behaviors that separate won from lost, scored rep by rep across your own calls, so the next program is built on what the won deals show.

Q · 02

Is what we trained showing up on calls?

Whether the methodology and the skills you rolled out are in the recordings, or only in the CRM fields.

Q · 03

Who needs coaching, on what?

Per-rep scoring with the call evidence attached, packaged so a frontline manager can use it in the next 1:1.

Q · 04

What should SKO be built on?

Last year's win patterns, with the call evidence to back the keynote, and a baseline to measure next year against.

Q · 05

Our scorecards run automatically. Same thing?

The AI answers the questions you wrote, and the newest scorecards learn from your wins. Neither can judge whether the method you trained is being run, or what the losses did differently. At one client, the playbook’s objection-handling method appeared in none of 54 scored calls. We find that, then hand you the questions to load back in.

“Our manager playbook has an entire section on data-driven decision making, and it relies on the data RevTopo gathered the first time around to set the baseline for how we make decisions as a team. It gives us the why behind our decisions.”
Revenue enablement leader · client engagement
§ 03 · Who this is for

When have revenue leaders brought us in?

New in seat

A chief revenue officer, under a hundred days in, had inherited a team he was about to double. The CRM listed the lost deals. It could not say why.

Every won and lost deal was scored the same way. The wins shared one thing the losses lacked, and three deals should have been dropped early. The read went to his board.

Before the board or the QBR

The year closed at 99 percent of quota, with the board meeting ahead. Underneath, more than half the reps were below 75 percent of plan. The top of the team was carrying the number.

We scored the won and lost deals. The calls showed what separated the reps at the top from the rest, deal by deal, and that went to the board.

Methodology rollout

A playbook was being rebuilt for the whole team. Managers were getting to about one call in twenty, so nobody knew the starting point.

Every call was scored against the team’s own methodology before rollout. The managers got the baseline, the calls to coach from and five questions for every one-on-one, with a 90-day re-score to show whether it held: the reinforcement stress test.

Before SKO

The kickoff was coming, and there was no one in enablement to build it. Five reps had started the same quarter on the same quota. One sat at 88 percent of it. The other four sat under 12.

We scored the deals behind both. The calls showed what the one rep did that the four did not, and turned up a lead source that was filling the pipeline and closing almost nothing. The kickoff was built on both.

In due diligence

An acquisition is on the table. The data room holds the pipeline and the forecast. It holds no calls.

Scoring the target’s won and lost deals before close shows whether the number rests on a repeatable process or on a few people who may not stay, with the calls as the evidence.

§ 04 · How it works

From every call to a single go-to-market read.

The scoring framework was built over years of sales diagnostics and calls scored by hand. Every report is built and signed by a certified revenue architect.

Step · 01

Intake

Your won and lost deals. Call recordings, plus supporting deal data: CRM stage history, quarter, retention. One-hour kickoff; you keep the originals.

60-min kickoff
Step · 02

Read every call

Each deal is read through six lenses: MEDDPICC as a deal inspection, the methodology your team runs, buyer journey, seller skills, playbook adoption, and deal mechanics.

Every call scored
Step · 03

Find the pattern

The behaviors that separate won from lost, and how deeply each one runs across the team. The biggest gaps come with a dollar figure.

Patterns ranked
Step · 04

Deliver the roadmap

One report, findings ranked by what moves the win rate fastest, and a readout with the people the findings touch: leadership, enablement, and the frontline managers.

Readout
§ 05 · Scoring framework

Every call in every deal, read through six lenses.

Each lens picks up different signals from the same conversation.

  1. 01

    Deal inspection

    Each deal checked element by element against MEDDPICC, from metrics to champion, on every call.

  2. 02

    Methodology

    Whether the calls show the framework your team runs, SPICED, BANT, or Command of the Message, the way it was trained.

  3. 03

    Buyer journey

    Where the buyer is in deciding, set against where the rep is pitching.

  4. 04

    Seller skills

    Discovery depth, value linkage, objection handling, multi-threading (reaching more than one person in the account), and control of next steps, scored per rep across won and lost deals.

  5. 05

    Playbook adoption

    Whether the plays, the specific skills, the questions and the product knowledge your team trained show up on the calls, or only in the CRM.

  6. 06

    Deal mechanics

    How each deal moved through its stages, and where the won deals and the lost deals part ways.

§ See it in action · one anonymized call

One call from a lost deal, read five ways.

Call recorders score a call while it happens. We score every call in a deal after you know the outcome, then compare the won deals to the lost ones. Below, five lenses on one discovery call from a deal that was lost: what the buyer said, what each lens heard, and what changes because of it. Click a lens.

One anonymized call. Actions are the readout’s recommendations.
Discovery call · call 1 of 6 in a lost deal · 36 min Anonymized
What the buyer said

“I have to defend my budget requests at the end of this month with a meeting with the vice president for finance.”

Prospect · 29:41

“Our vice president [name] has been here nine or 10 years … he brought in [the CRM] right after he came.”

Prospect · 15:55
What the buyer said

“We started the year about 70 students behind and we have just not been able to close that gap.”

Prospect · 19:02

“We weren't told to ask for anything in terms of additional budget funds.”

Prospect · 29:41
What the buyer said

“We've been looking at AI solutions to help us identify people who are on our website, you know, a lot but never tell us who they are.”

Prospect · 15:55

“I've heard of [the product] but I don't know anything about it.”

Prospect · 28:19
What the seller said

“What's your theory about why that application rate, is lower than expected?”

Sales VP · 18:57

“My head goes to like [the product] and some of the marketing tools.”

AE · 25:03
What the deal record says

Call 1 of 6. A demo booked on the call and held 22 days later, with the buyer's counterpart invited.

The two people who hold the budget never joined a call. Closed lost 179 days after this one.

Lens 01 · Deal inspection MEDDPICC What the lens heard

Pain has a number on it. Who signs is never asked.

  • Decision processConfirmed
  • Economic buyerPartial
  • Paper processMissing
What changes
Manager

Two questions on every first call: who approves this spend, and what has to be true at the budget meeting for it to get through.

Lens 02 · Methodology SPICED · BANT and Command of the Message are read the same way What the lens heard

Situation and pain land. Impact and urgency stay soft.

  • Rational painConfirmed
  • Critical eventPartial
  • Emotional impactMissing
What changes
Enablement

Discovery training rebuilt around the two questions this call never asked: what is closing the gap worth in dollars, and what happens if the budget meeting passes without a decision.

Lens 03 · Buyer journey Where the buyer was, and where the rep was pitching What the lens heard

The buyer arrives knowing the kind of fix he wants. He leaves in the same place, with a demo booked.

  • At the startSolution-aware
  • At the endSolution-aware
  • MovementHeld
What changes
Enablement

When a buyer names the product category on the first call, the company overview moves to after he has spoken, and the time goes on how he will compare options.

Lens 04 · Seller skills The seller's behavior on the call What the lens heard

Three good questions. Then the product does the talking.

  • Discovery depthConfirmed
  • Proof and referencesPartial
  • Multi-threadingPartial
What changes
Manager

Coaching for this rep: keep the three questions that worked, and bring a peer's result to the call before the demo.

Lens 05 · Deal mechanics What the deal record shows What the lens heard

A demo booked on the call. The people who hold the budget never on one.

  • Next step bookedConfirmed
  • Decision-maker in the roomMissing
  • Days to the loss179
What changes
CRO

A rule for first calls with a director: no demo is booked until the approver is named and invited.

Lenses read · 1 of 5
§ 06 · Evidence · findings unattributed

What three clients found in their own deals.

Three engagements, three different answers. None of them were visible from the CRM. Findings are never attributed to a named client, and yours won’t be either.

Engagement · 01 Lever · Enablement

Multi-quarter dataset · won and lost deals end-to-end

Won deals had a champion. Lost deals mostly didn’t.

83% of won deals had a champion actively selling inside the account. 17% of lost deals did. The single strongest predictor in the dataset, and what their next coaching cycle was built on.

83% · 17% won · lost deals with a champion
Engagement · 02 Lever · Process

Commercial and enterprise segments · multi-quarter dataset

Demo inside 14 days: 42% won. After 14 days: 17%.

Lost deals scored higher on finding pain than won deals did. The difference was timing: how long it took to get a demo on the calendar. The fix belonged to RevOps.

42% · 17% won when the demo came inside 14 days · after
Engagement · 03 Lever · Skills

Multiple product lines · won and lost deals scored side by side

Reps taught the buyer something on fewer than 1 call in 5.

Sharing industry data, peer benchmarks, or a point of view the buyer did not have appeared on fewer than one call in five. When it did, those calls scored highest in the dataset. Reps knew the product; the gap was using that knowledge to teach.

<20% of calls taught the buyer something
§ 07 · Where this sits

Your stack tells you what happened.
We tell you why. In your own methodology, in the language your org already speaks.

RevTopo sits upstream of your stack.

Your stack

Your call recorder captures the calls. Your CRM tracks the pipeline. Live coaching tools prompt reps in the moment. All useful. 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 and the practice to deliver this work at a standard a CRO can defend in the boardroom. Most teams try it in-house first and find it is a different job.

What RevTopo adds

A certified revenue architect and a scoring framework built on the methodologies your org already runs. We build the foundation. Your team carries it forward.

§ 08 · Pricing

Pricing.

Four sizes of the same diagnostic. Each tier includes everything below it. Fixed price. There is no upper limit on deals, and more deals sharpen the signal.

What each tier includes.

Win/Loss$5K+ Seller Skills$7.5KFull Audit$10KContinuous$20K/yr
Won and lost deals scored through the four deal lenses✓✓✓✓
Ranked findings, a readout, and the calls behind each✓✓✓✓
The manager pack: deal questions, risks, competitor talk tracks✓✓✓✓
Seller skills: every rep scored on the winning behaviors·✓✓✓
Playbook adoption: how well the team runs the plays you trained·✓✓✓
The seller pack: skills coaching managers can use with each rep·✓✓✓
Every product line and team read separately, one board summary··✓✓
Your baseline, re-scored every quarter against your enablement plan···✓

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