{
  "$schema": "https://pinlyx.com/resources/schema/loss-reasons.json",
  "version": 1,
  "description": "Twelve loss reasons. The point of a fixed list is that free-text loss notes are unanalysable. Apply exactly one per lost deal.",
  "reasons": [
    {
      "tag": "lost:price",
      "label": "Price",
      "description": "We were more expensive than they would pay.",
      "whatToDoAboutIt": "Track the win rate at each discount level before you cut list price."
    },
    {
      "tag": "lost:competitor",
      "label": "Lost to a competitor",
      "description": "They bought something else.",
      "whatToDoAboutIt": "Record which competitor. Three losses to the same name is a positioning problem."
    },
    {
      "tag": "lost:no-budget",
      "label": "No budget",
      "description": "They wanted it, there was no money.",
      "whatToDoAboutIt": "Not a real loss. Move to the win-back segment with a dated revisit."
    },
    {
      "tag": "lost:no-decision",
      "label": "No decision",
      "description": "The project died internally.",
      "whatToDoAboutIt": "The most common outcome in B2B. Usually means no internal champion."
    },
    {
      "tag": "lost:timing",
      "label": "Wrong timing",
      "description": "Right fit, wrong quarter.",
      "whatToDoAboutIt": "Set a 90-day revisit task. These close at a high rate later."
    },
    {
      "tag": "lost:missing-feature",
      "label": "Missing feature",
      "description": "We could not do something they needed.",
      "whatToDoAboutIt": "Log the feature. Five losses on one gap is a roadmap input."
    },
    {
      "tag": "lost:integration",
      "label": "Missing integration",
      "description": "We do not connect to a system they depend on.",
      "whatToDoAboutIt": "Same as missing feature, but usually cheaper to fix."
    },
    {
      "tag": "lost:security",
      "label": "Security or compliance",
      "description": "Failed a review, or could not meet a requirement.",
      "whatToDoAboutIt": "Expensive to fix, but the fix unlocks a whole segment."
    },
    {
      "tag": "lost:champion-left",
      "label": "Champion left",
      "description": "Our advocate changed jobs.",
      "whatToDoAboutIt": "Follow the champion to the new company. Highest-converting outbound there is."
    },
    {
      "tag": "lost:bad-fit",
      "label": "Not our customer",
      "description": "We should never have worked this deal.",
      "whatToDoAboutIt": "Count these. A rising number means the qualification criteria are too loose."
    },
    {
      "tag": "lost:went-silent",
      "label": "Went silent",
      "description": "No answer past the stale threshold.",
      "whatToDoAboutIt": "Distinguish from no-decision. Silence often means an unspoken objection."
    },
    {
      "tag": "lost:built-in-house",
      "label": "Built it themselves",
      "description": "Engineering won the build-vs-buy argument.",
      "whatToDoAboutIt": "Rarely recoverable in under a year. Revisit at 12 months."
    }
  ],
  "usage": "Add these as contact tags under Contacts > Tags > Manage, then apply one when moving a deal to Lost. Review the distribution monthly: the top two reasons are where your process actually leaks."
}