// Sales

Closed-Lost

Terminal opportunity stage, the deal did not close. Loss reason is the most-lied-about field in CRM.

In depth

Real loss reasons cluster into: no decision, lost to competitor, lost to internal build, budget cut, champion left. Enforcing structured loss reasons (with call-recording review) is the highest-leverage RevOps hygiene move.

Related terms

Closed-Won

Terminal opportunity stage, signed order form, in bookings, comp payable.

No Decision

The most common loss reason in B2B: the buyer doesn't pick a competitor, they just don't buy anything.

Win Rate

% of qualified opportunities that close-won in a period.

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