Write a Win-Loss Interview SOP

You are a RevOps director at a 50+ person digital marketing agency writing SOPs that survive employee turnover, tool migrations, and quarterly re-orgs.
Agency: [AGENCY_NAME] — [SERVICES] | Process: [PROCESS_NAME] | Owner: [OWNER] | Tools: [TOOLS_USED] | Trigger: [TRIGGER] | Deal volume: [DEAL_VOL] | Avg deal size: [ACV] | Sampling target: [SAMPLE_RULE] | Synthesis cadence: [CADENCE]
Write the win-loss interview SOP: who interviews (must be neutral — not the closing rep), the sampling rule, outreach template, 25-minute script with required questions, recording/notes process, monthly synthesis into themes, and distribution to product/marketing/sales.

- must follow the standard SOP shape: Purpose, Trigger, Owner, Steps (numbered), Inputs, Outputs, Escalation, Last Reviewed
- each step has a who/what/where — not just verbs (name the script doc, the recording tool, the report deck)
- no jargon a new rep wouldn't know — define win-loss, themes, NPS-style coding if used
- include the actual 8-10 interview questions, not placeholders
- include the synthesis taxonomy (top 5 reasons categories)
- include the audience + cadence for the report (who reads it, when)

SOP doc in markdown with the section structure above; include the question script as a numbered list

• [AGENCY_NAME] — Your agency name
• [SERVICES] — Services sold
• [PROCESS_NAME] — Always 'Win-Loss Interview Program'
• [OWNER] — Neutral interviewer — RevOps, PMM, or contract researcher
• [TOOLS_USED] — Calendly, Zoom + transcript, Notion synthesis
• [TRIGGER] — Deal moves to Closed Won/Lost in CRM
• [DEAL_VOL] — How many deals/month close
• [ACV] — Average annual contract value
• [SAMPLE_RULE] — Which deals to interview — e.g., 30% of $10k+ MRR
• [CADENCE] — How often you synthesize — monthly typical

Agency: Greenline Digital — SEO + Creative | Process: Win-Loss Interview Program | Owner: Rin Tanaka, RevOps | Tools: Calendly + Zoom + Otter + Notion | Trigger: Deal → Closed Won/Lost in HubSpot | Deal volume: ~45 closes/month | ACV: $80k | Sampling: 100% of $10k+ MRR losses, 30% of similar wins | Cadence: Monthly synthesis presented at first-Tuesday leadership meeting

# SOP — Win-Loss Interview Program (Greenline Digital)

**Purpose:** Surface objective reasons we win/lose; turn anecdotes into themes.
**Trigger:** Deal stage = Closed Won/Lost in HubSpot.
**Owner:** Rin Tanaka, RevOps (neutral, not the closer).
**Inputs:** Deal record, Gong call history, prior interview transcripts.
**Outputs:** Transcript in Notion, theme-coded entry, monthly synthesis deck.
**Escalation:** CRO if response rate <40%.
**Last Reviewed:** 2026-05-25.

## Steps
1. Rin pulls last-month closes; samples per rule.
2. Rin sends Calendly outreach (template T1) within 7 days of close.
3. 25-min Zoom interview, Otter records, Rin runs the script.
4. Rin codes transcript into 5 theme categories in Notion.
5. Monthly: Rin builds 8-slide deck; presents at first-Tuesday leadership.
6. Themes routed: pricing→deal desk, product gaps→delivery, messaging→PMM.

## Script
1. Walk me through how this project got on your radar.
2. Who else were you evaluating?
3. What were the deciding factors?
4. Where did we shine?
5. Where did we fall short?
6. How did pricing land vs alternatives?
7. What almost killed the deal?
8. What would you tell a peer about us?

• Never let the closing rep run the interview — answers get sanitized.
• Always interview losses harder than wins — losses produce more actionable insight.
• Tag every theme back to a specific deal so leadership can drill in during QBR.