FS-DOC-03Operations
Process Runbook / SOP
Win/Loss Analysis
[YourCompany.com] · Sales Department · Prepared by FullSpec · [Today's Date]
This runbook tells you exactly how the Win/Loss Analysis automation works, what happens at each step, and what your team is responsible for. Almost everything runs without anyone touching it. This document covers the full automated flow, the one human checkpoint that remains, how to handle exceptions, who to call when something goes wrong, and how to keep the system healthy over time. FullSpec built and maintains the automation; your sales manager owns the process outputs.
01Process overview
When a deal is marked Closed Won or Closed Lost in HubSpot, the automation fires immediately. It extracts the full deal record, sends a structured Typeform survey to the buyer, and notifies the assigned rep via Slack with a short outcome form. Once responses arrive, an AI classification agent maps the language to your agreed win/loss taxonomy and writes the outcome tag and reason code back to HubSpot and the Google Sheets tracker. On the first business day of each month, a third agent reads the prior month's data, writes a findings page in Notion, and posts a digest to your Slack sales channel. The sales manager reviews one category of exception: high-value lost deals where no survey response has been received after seven days.
Process name
Win/Loss Analysis
Trigger
Deal property changes to Closed Won or Closed Lost in HubSpot
Final output
Standardised outcome tag in HubSpot, structured row in Google Sheets, monthly Notion report, Slack digest posted to the sales channel
Agents running
Deal Capture Agent, Outcome Classification Agent, Insight Report Agent
Tools involved
HubSpot, Typeform, Gmail, Slack, Google Sheets, Notion
Weekly volume
Approximately 35 closed deals/month (roughly 8 to 9 deals/week)
Human checkpoint
Sales manager reviews high-value lost deals (over $10,000) that receive no survey or form response within 7 days
Process owner
Sales Manager
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02Step-by-step: what happens and who acts
What you actually need to do: There is one human step in this entire process. If a lost deal is valued over $10,000 and neither the rep nor the buyer has submitted a response after 7 days, the sales manager receives an alert and decides whether to call the buyer directly or mark the record as unresponsive. Every other step runs automatically.
Step
What happens
Who acts
Type
1
A deal moves to Closed Won or Closed Lost in HubSpot. The automation detects the property change instantly, captures the deal ID, owner, value, close date, and primary contact, and begins the capture sequence.
Automation
Automated
2
The full HubSpot deal record is pulled, including stage history, deal value, company name, assigned rep, and contact details. The data is structured into a payload used by all downstream steps.
Deal Capture Agent
Automated
3
A personalised Typeform survey link is emailed to the primary buyer contact via Gmail. The form is pre-filled with the deal name and company name so the buyer can respond in under two minutes.
Deal Capture Agent
Automated
4
The assigned sales rep receives a Slack message with a short structured form asking for their primary win or loss reason, any competitor involved, and one thing they would change. The rep has a 24-hour response window.
Deal Capture Agent
Automated
5
For high-value lost deals (over $10,000) where neither the rep form nor the buyer survey has been submitted after 7 days, the sales manager receives an alert and decides whether to call the buyer or close the record as unresponsive.
Sales Manager
Human
6
Once a rep form submission or buyer Typeform response is received, the Outcome Classification Agent reads the language, maps it to the agreed win/loss reason taxonomy, and writes the standardised outcome tag, reason code, and a short summary back to the HubSpot deal record.
Outcome Classification Agent
Automated
7
All classified fields, including deal value, close date, outcome, primary reason category, competitor name, rep name, and buyer response summary, are written as a new structured row in the master Google Sheets win/loss tracker.
Outcome Classification Agent
Automated
8
On the first business day of each calendar month, the Insight Report Agent reads the prior month's Google Sheets data, identifies the top three win drivers and top three loss reasons, and writes a structured findings page to Notion.
Insight Report Agent
Automated
9
A formatted digest of the Notion report is posted to the designated Slack sales channel, tagging the sales manager and listing key findings so the team sees patterns immediately without opening a separate document.
Insight Report Agent
Automated
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03Handling exceptions
Situation
What the system does
What you do
Rep does not submit the Slack form within 24 hours
The system sends a single automated follow-up reminder via Slack after 24 hours. If no response arrives within 48 hours total, the deal row is flagged in the Google Sheets tracker with a 'Rep response missing' status and the outcome field is left blank pending input.
Check the flagged rows in Google Sheets at the end of each week. Chase the rep directly if the deal is material. You can also enter the reason manually into the HubSpot record and the tracker will update on the next sync.
Buyer does not respond to the Typeform survey
The system waits 7 days. If no response is received, the buyer survey fields are marked 'No response' in Google Sheets and the row is still logged using the rep submission alone. For deals over $10,000, the sales manager receives an alert.
Decide whether to call the buyer directly for a brief verbal debrief. If you do, enter the outcome notes manually into the HubSpot deal record. If contact is not possible, mark the record as 'Buyer unresponsive' in HubSpot and the row is complete.
A deal closes with missing or incomplete data in HubSpot (no contact email, no deal value, or no rep assigned)
The system attempts to run and logs whatever data is available. Fields that are missing are flagged in the Google Sheets row with a 'Data incomplete' marker. The Typeform survey cannot be sent if no buyer email exists, and that step is skipped with a flag raised.
Review the flagged row, add the missing data directly to the HubSpot deal record, and the automation will pick up the corrected values on the next daily sync. Make sure reps are filling in all required HubSpot fields before closing a deal.
A duplicate deal entry fires the trigger twice
The system checks the deal ID against the Google Sheets tracker before writing a new row. If the deal ID already exists, the new trigger is suppressed and a note is added to the existing row recording the duplicate event.
No action needed in most cases. If you believe the HubSpot record itself is duplicated (two separate deals for the same opportunity), merge the records in HubSpot and the tracker will reflect the surviving deal ID on the next run.
The Outcome Classification Agent cannot match the rep or buyer language to any taxonomy category
The agent assigns the closest available category and appends a 'Low confidence' flag to the HubSpot tag and the Google Sheets row. It does not leave the record blank or guess without flagging the uncertainty.
Open the flagged row in Google Sheets, read the raw rep or buyer text, and correct the category manually if needed. If the same ambiguous language appears repeatedly, contact FullSpec to add a new rule to the classification layer. Do not add new taxonomy categories directly in HubSpot without updating the classification rules first.
A connected tool (HubSpot, Slack, or Google Sheets) is temporarily unavailable
The automation retries the failed step up to three times over 30 minutes using exponential backoff. If all retries fail, the affected step is logged as an error in the system error log and the sales manager receives a Slack alert naming the failed step and the deal involved.
Check the Slack alert to understand which step failed. Most outages resolve within the retry window and no action is needed. If the alert persists for more than an hour, contact FullSpec support at support@gofullspec.com with the deal ID and the error message from the alert.
04Who to contact and when
Fill in the rows below once your team is confirmed. Keep this table updated whenever roles change so everyone knows who to reach when something needs attention.
Role
Name
How to reach them
Process owner (Sales Manager)
[Your name]
[Your email or Slack handle]
Sales Rep (primary)
[Rep name]
[Rep email or Slack handle]
HubSpot admin
[Admin name]
[Admin email]
FullSpec builder
FullSpec team
support@gofullspec.com
FullSpec support
FullSpec support
support@gofullspec.com
Contact FullSpec support at support@gofullspec.com for: automation errors that persist after retries, classification accuracy issues affecting more than 10% of deals in a month, requests to update the taxonomy or trigger conditions, and any tool connection failures that last more than one hour.
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05Ongoing maintenance
Any time HubSpot deal stages change
Notify FullSpec before renaming or adding any deal stage that maps to Closed Won or Closed Lost. The trigger condition uses exact stage names and will stop firing if those names change without a corresponding update to the automation.
Sales Manager + FullSpec
Any time the win/loss taxonomy changes
Do not add or rename categories directly in HubSpot. Send the updated taxonomy to FullSpec so the classification rules in the Outcome Classification Agent can be updated at the same time. Mismatched categories produce low-confidence flags across all new deals.
Sales Manager + FullSpec
Monthly, after the Insight Report posts
Review the Notion report and the Slack digest. Spot-check five to ten rows in the Google Sheets tracker to confirm classifications look correct. Flag any patterns in misclassification to FullSpec so prompt adjustments can be made.
Sales Manager
Monthly, on the first week
Check the system error log (shared by FullSpec during onboarding) for any failed steps, suppressed duplicates, or persistent low-confidence flags from the prior month. Most items need no action; escalate anything appearing more than three times.
Sales Manager
Any time a team member joins or leaves
Update the contact table in this runbook. If the departing person was the HubSpot admin or the Slack workspace admin, ensure their credentials and access are transferred before the automation next fires. Notify FullSpec if the process owner changes.
Sales Manager
Quarterly
Review the volume of closed deals against the current automation capacity. If monthly deal volume grows above 60 to 70 deals, discuss with FullSpec whether rate limits or Google Sheets row handling need adjustment. Also confirm the Typeform plan covers the expected response volume.
Sales Manager + FullSpec
The most common maintenance issue for this process is a taxonomy mismatch: a sales manager adds a new loss reason category directly into HubSpot without telling FullSpec, and the classification agent continues mapping responses to the old category list. This produces silent errors that are only visible in a monthly spot-check. Always update the taxonomy through FullSpec first.
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