# Win/loss themes for the quarter

Source: https://mcpforgtm.com/recipes/win-loss-themes (StackMCP, independent directory of official MCP servers)

## Goal

Sales leaders and RevOps who want to know why deals were won or lost last quarter, with counts and examples, before a QBR or planning session. HubSpot can be swapped for Salesforce, Attio or Pipedrive, and Gong for Fireflies or Granola.

## Connected tools

- HubSpot: https://mcp.hubspot.com (setup: https://mcpforgtm.com/tools/hubspot)
- Gong: https://mcp.gong.io/mcp (setup: https://mcpforgtm.com/tools/gong)

## Guardrails

- Read only in HubSpot and Gong. Don't edit any deal, field or note.
- Only include deals closed won or closed lost in the quarter I name.
- Show me the deal list and wait for me to confirm it before any Gong call.
- Give every theme a count, the number of deals analyzed, and at least two examples with their source.
- Call Gong evidence a summary, not a quote.

## Steps

1. Find all HubSpot deals closed won or closed lost between {quarter_start} and {quarter_end}. Show me a table with deal name, company, amount, owner, won or lost, and the lost reason if one is filled in. Give me the totals. Don't change any records.
2. Suggest which deals to analyze in Gong: every lost deal over {min_amount}, plus up to {n_won} won deals from different owners. Show me the list and how many Gong calls that means, and wait for me to confirm it.
3. For each deal I confirm, use Gong ask_deal once to ask why it was won or lost, which competitors came up, and the main objections. If Gong can't find the deal, use ask_account on the company and say so. Give me one line per deal.
4. Group the reasons into themes, separately for won and lost. For each theme show the deal count, the number analyzed, the total amount, and two or three examples with the Gong answer or HubSpot field behind them. List deals with no Gong data, and every deal where the HubSpot lost reason and Gong disagree.
5. Write a five-line summary I can paste into my QBR deck. Keep it here as text. Don't write anything to HubSpot.

## Expected output

Q3 win/loss themes, with counts and evidence. Example (all names fictional):

```
Q3 2026 (Jul 1 to Sep 30): 46 closed deals in HubSpot, 19 won and 27 lost.
Analyzed in Gong: 22 deals you confirmed (all 14 lost deals over $20K, plus 8 won deals).

Why we lost (14 analyzed)
1. Stayed with the status quo: 6 deals, $188K
   - Mossgate Labs (fictional), $42K. Gong: the buyer said the current spreadsheet process was good enough for this year.
   - Fernhill Software (fictional), $31K. Gong: budget moved to a hiring freeze in August.
2. Never reached the economic buyer: 4 deals, $126K
   - Quarry Lane Analytics (fictional), $48K. Gong: finance joined no calls; procurement stalled after the proposal.
3. Lost to Tidewell Metrics (fictional): 3 deals, $77K
   - Larkspur Freightworks (fictional), $29K. Gong: Tidewell offered a free pilot.

Why we won (8 analyzed)
1. Security review done in under two weeks: 5 deals
2. A champion in operations who ran the internal pitch: 3 deals

Where HubSpot and Gong disagree: 3 lost deals have 'Price' as the lost reason in HubSpot, but Gong points to timing or budget freezes.
No Gong data: 1 lost deal (Brindle Harbor Co., fictional) had no calls in Gong. It's left out of the themes.

Small sample: themes are based on 21 deals with Gong data. Treat counts as directional.
No changes were made in HubSpot.
```

## Watch for

- Precise-looking numbers from a small sample: Five deals in a theme reads like a trend, but it may be five of 22. Show the number analyzed next to every count, and skip percentages when a group has fewer than 10 deals.
- Themes copied from the CRM lost reason: Reps often pick 'Price' by default. Compare each deal's lost reason in HubSpot with what Gong says, and list every disagreement instead of picking one.
- The wrong set of deals: Close dates get edited after the fact, and some deals sit in other pipelines. Check the won and lost totals against a HubSpot report for the same quarter once before you trust the themes.
- Deals with no call data folded into a theme: Gong's MCP server leaves out private calls, and some deals were never recorded. List deals with no Gong answer on their own, and keep them out of the theme counts.