{
 "id": "15.12",
 "title": "Win and loss",
 "department": "Product marketing",
 "department_slug": "product-marketing",
 "direction": null,
 "branded": false,
 "status": "needs-you",
 "owner": "Param",
 "last_verified": "Mon Oct 26",
 "holds": "Why brands say yes or no, from every conversation",
 "urls": {
  "html": "https://handbook.joinsquareup.com/product-marketing/win-and-loss",
  "markdown": "https://handbook.joinsquareup.com/product-marketing/win-and-loss.md",
  "json": "https://handbook.joinsquareup.com/product-marketing/win-and-loss.json"
 },
 "other_directions": [],
 "tldr": {
  "headline": "No win or loss is recorded yet, so we start the record",
  "points": [
   {
    "icon": "warn",
    "text": "Nothing is logged in any source, and the pipeline holds only five prospects."
   },
   {
    "icon": "book",
    "text": "One record per ended conversation: won, lost or paused, with the reason in their words."
   },
   {
    "icon": "clock",
    "text": "Review every reason on the first Monday of each month and pick one change."
   },
   {
    "icon": "lock",
    "text": "Never write a reason we guessed; if they did not say it, write not said."
   }
  ],
  "stat": null,
  "decide": "What did each of the five partners say when they agreed, and why did Gully Labs drop off?",
  "mood": "waiting"
 },
 "sources": [
  "handbook content/sales-and-partnerships/pipeline.md",
  "brand-directions/book/content/i.js i-3 founder-questions",
  "memory: brew-live-stores, brew-go-live-2026-10-17"
 ],
 "open_questions": [
  "**What did each of the five partners say when they agreed?** No source records it. Proposal: Param writes one record for each from memory, marked as recalled, this week.",
  "**Why did Gully Labs drop off the list?** Proposal: Param writes its record as paused or lost with the reason it gave.",
  "**Where do records live?** Proposal: on this page while there are fewer than twenty; move to the pipeline sheet after.",
  "**Who asks the three questions?** Proposal: whoever had the last call, within a week."
 ],
 "parts": {
  "Answer": "Why brands say yes or no to Brew, from every conversation; nothing is logged yet, so this page sets the record, the questions and the review, and Param must supply what each partner said.",
  "Today": "| Fact | Source |\n|---|---|\n| No win or loss has been recorded in any source | [src: handbook content/sales-and-partnerships/pipeline.md] |\n| The pipeline holds only the five design partner prospects | [src: handbook content/sales-and-partnerships/pipeline.md] [src: memory brew-live-stores] |\n| Gully Labs was the first design partner on 17 Oct and is not in the 24 Oct list; why is not recorded | [src: memory brew-go-live-2026-10-17] [src: memory brew-live-stores] |\n| The objections we expect are written, but none is from a real call | [src: brand-directions/book/content/i.js i-3 founder-questions] |",
  "Tomorrow": "| Item | Version | Tag |\n|---|---|---|\n| One record per conversation that ends: won, lost or paused, with the reason in their words | v1 | New |\n| A monthly review of the reasons, and one change to the product or the pitch from it | v1 | New |\n| Loss reasons tied to the version that would answer them, such as wanted posting, v2 | v1 | New |\n| Win reasons feed [customer stories](/product-marketing/customer-stories-and-proof), only with a written yes | v1 | New |",
  "How we do it": "1. When a brand says yes, no or not now, write the record the same day.\n2. Ask the three questions below, in a call or by email, and write the answers in their words.\n3. On the first Monday of each month, read every record, count the reasons, and pick one change.\n4. Never write a reason we guessed. If they did not say, write not said.\n\n```\nBrand:\nDate:\nOutcome: won, lost, paused\nWho decided:\nWhy, in their words:\nWhat they use instead:\nWhat would change their mind:\nVersion that answers it: v1, v2, v3, v4, none\n```\n\nQuestions to ask:\n\n1. What made you say yes, or no?\n2. What do you use for this today?\n3. What would have to be true for you to use it every Monday?",
  "Numbers": "| Metric | Definition | Where measured | Status |\n|---|---|---|---|\n| Win rate | Won over won plus lost, for conversations that ended in the month | This page | Proposed |\n| Top loss reason | Most counted reason among losses in the last 90 days | This page | Proposed |\n| Losses a later version answers | Share of losses whose reason a later version answers | This page | Proposed |",
  "Open": "1. **What did each of the five partners say when they agreed?** No source records it. Proposal: Param writes one record for each from memory, marked as recalled, this week.\n2. **Why did Gully Labs drop off the list?** Proposal: Param writes its record as paused or lost with the reason it gave.\n3. **Where do records live?** Proposal: on this page while there are fewer than twenty; move to the pipeline sheet after.\n4. **Who asks the three questions?** Proposal: whoever had the last call, within a week."
 }
}