Sample report
This is what an autopsy looks like once it's run. Real reports are generated from your own deal transcript in about 60 seconds.
"We just need to loop in our procurement team to run a quick comparison — should be a formality."
The buyer handed control of the close to a third party who had no relationship with you and a built-in incentive to find a cheaper option. Your champion stopped driving from this point forward.
Procurement needs to benchmark pricing against two other vendors before signing.
The economic buyer never bought into the urgency. Without a forcing function (deadline, business event, or risk of inaction), procurement became a polite way to defer the decision indefinitely.
"Totally understand — happy to send over whatever they need. Just let me know the timeline."
By agreeing without friction, your rep signaled the deal wasn't time-sensitive on your side either. The buyer's perceived risk of waiting dropped to zero. From here, the deal had no internal momentum.
"Happy to support procurement — quick question first: what's the business cost if this slips past Q2? I want to make sure we're solving the right problem on the right timeline, otherwise procurement becomes a comparison exercise instead of a decision."
It re-centers the conversation on the buyer's pain, forces them to articulate urgency in their own words, and reframes procurement as a step inside a decision — not the decision itself.
discovery
7/10
10 — Pain identified but never quantified in dollars
demo
8/10
10 — Strong technical fit, champion was bought in
close
3/10
10 — No mutual close plan, no economic buyer access, no urgency
You sold the product beautifully and the deal poorly. The pattern: champion-led deals with no economic buyer access die at procurement 80% of the time.
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