Sales & CRM
What is Closed-Won and Closed-Lost?
Closed-won is the deal closed successfully; closed-lost is the lost one — the two terminal states used to compute win rate.
Documenting the closed-lost reason (loss reason) is as valuable as celebrating closed-won: it reveals patterns (lost to price? feature? timing? competitor?) and feeds product and pricing.
Mature teams use a controlled catalog of loss reasons (not free text) and review weekly what killed most deals.
Use it in practice
CRM with loss reasons
Related terms
Frequently asked questions
How many loss reasons should I configure?
Between 5 and 8: enough to spot patterns (price, feature, timing, competitor, no-decision), without becoming free text.
Can closed-lost become closed-won later?
Yes: reopening is common when context changes (new decision-maker, new budget). Treat it as a fresh opportunity.