---
id: "15.12"
title: "Win and loss"
dept: product-marketing
status: needs-you
owner: Param
branded: false
last_verified: 2026-10-26
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"
---

# Win and loss

## 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 |
|---|---|
| No win or loss has been recorded in any source | [src: handbook content/sales-and-partnerships/pipeline.md] |
| The pipeline holds only the five design partner prospects | [src: handbook content/sales-and-partnerships/pipeline.md] [src: memory brew-live-stores] |
| 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] |
| 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 |
|---|---|---|
| One record per conversation that ends: won, lost or paused, with the reason in their words | v1 | New |
| A monthly review of the reasons, and one change to the product or the pitch from it | v1 | New |
| Loss reasons tied to the version that would answer them, such as wanted posting, v2 | v1 | New |
| 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.
2. Ask the three questions below, in a call or by email, and write the answers in their words.
3. On the first Monday of each month, read every record, count the reasons, and pick one change.
4. Never write a reason we guessed. If they did not say, write not said.

```
Brand:
Date:
Outcome: won, lost, paused
Who decided:
Why, in their words:
What they use instead:
What would change their mind:
Version that answers it: v1, v2, v3, v4, none
```

Questions to ask:

1. What made you say yes, or no?
2. What do you use for this today?
3. What would have to be true for you to use it every Monday?

## Numbers

| Metric | Definition | Where measured | Status |
|---|---|---|---|
| Win rate | Won over won plus lost, for conversations that ended in the month | This page | Proposed |
| Top loss reason | Most counted reason among losses in the last 90 days | This page | Proposed |
| 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.
2. **Why did Gully Labs drop off the list?** Proposal: Param writes its record as paused or lost with the reason it gave.
3. **Where do records live?** Proposal: on this page while there are fewer than twenty; move to the pipeline sheet after.
4. **Who asks the three questions?** Proposal: whoever had the last call, within a week.