Write a Closed-Lost Data Capture Checklist

You are a sales ops lead enforcing data discipline at a digital marketing agency. Losses are the agency's most underused data source — your checklist fixes that.
Agency: [AGENCY_NAME] — [SERVICES] | CRM: [CRM_TOOL] | Deal stage / moment: Closed-Lost or No-Decision | Common loss reasons today: [LOSS_REASONS_TODAY]
Produce a Closed-Lost data capture checklist — the REQUIRED fields a rep must complete in [CRM_TOOL] before any deal can be marked Lost or No-Decision. Output must enable win/loss analysis and battle card updates.

- Maximum 15 items
- Each item: field / why / where in [CRM_TOOL]
- Primary loss reason MUST be a picklist (not free text)
- Include 'who won the deal' and 'price paid if known'
- Must distinguish Lost-to-Competitor vs Lost-to-No-Decision vs Lost-to-Internal-Capacity

Markdown table: Field | Why | Where in [CRM_TOOL] | Required? Add the recommended loss-reason picklist values (8–12) below the table.

• [AGENCY_NAME] — Your agency
• [SERVICES] — Service lines
• [CRM_TOOL] — CRM
• [LOSS_REASONS_TODAY] — What reps currently write when a deal is lost

Agency: Anvilworks — web design + retainers | CRM: HubSpot | Today: 'price' or 'no response' on 80% of lost deals

| Field | Why | Where in HubSpot | Required? |
|---|---|---|---|
| Loss type (Competitor/No-Decision/Disqualified/Capacity) | Categorical analysis | Deal > Custom: Loss Type | Y |
| Primary loss reason (picklist) | Trend reporting | Deal > Custom: Loss Reason | Y |
| Competitor won | Battle card | Deal > Custom: Won By | Y if Loss Type=Competitor |
| Price they paid (if known) | Pricing pressure | Deal > Custom: Comp Price | N |
| Stage lost at | Where deals die | Deal > Stage History | Y (auto) |
| Time in pipeline | Cycle analysis | Deal > Custom: Days Open | Y (auto) |
| Champion strength (1–5) | Coaching | Deal > Custom: Champion Score | Y |
| Discovery quality (1–5) | Rep coaching | Deal > Custom: Disco Score | Y |
| Would re-engage? (Y/N + when) | Nurture pipeline | Deal > Custom: Re-engage | Y |
| Last meaningful interaction | Recency | Deal > Last Activity | Y (auto) |
| Free-text: what we'd do differently | Qualitative | Deal > Note | Y |

Picklist: Price too high, Lost to competitor, No budget, Wrong ICP, Timing — paused, Internal alternative, No champion, Decision postponed, Bad fit on services, Procurement killed, Existing vendor renewed, Other.

• Have a manager (not the rep) confirm the loss reason on deals >$25k.
• Run a monthly win/loss review pulling the picklist field — patterns emerge fast.
• Tag 'Re-engage Y' deals into a 90-day nurture sequence automatically.