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Closed-lost reason categorization with competitor capture

One of 565 written HubSpot workflow specs, by a collective of independent HubSpot consultants.

Professional

Seat pricing: Professional edition. To build it, a GTM Seat or an Ops Seat (an Ops Seat cannot create marketing emails or sequences). Per-hub plans: Sales Hub Professional.

11 steps
Per-hub plans: also Marketing Hub Professional

On per-hub plans, one of its steps belongs to another subscription: add to static list needs Marketing Hub Professional. Both are required to build it as written. On seat pricing the edition covers both.

Updated for HubSpot seat pricing
OutcomeEvery logged loss reason rolls up into a small set of reporting categories automatically, and a competitive loss triggers a dedicated capture step, so leadership gets a clean loss-category trend instead of reading through a long list of granular reasons every quarter.
Workflow mapdeal-hygiene-012
Deal Closed Lost, reason known, category unknown leads to Reason?. Reason? leads to Competitor: Set category = Competitive; Price / No budget: Set category = Commercial; Timing / No response: Set category = Process; Feature gap: Set category = Product; Other: Set category = Other. Set category = Competitive leads to Add to Competitive Losses list. Add to Competitive Losses list leads to Create task: confirm competitor name. Competitor Deal Closed Lost, reason known, category unknown Reason? Set category = Competitive Price / No budget Set category = Commercial Timing / No response Set category = Process Feature gap Set category = Product Other Set category = Other Add to Competitive Losses list Create task: confirm competitor name
Deal Closed Lost, reason known, category unknown leads to Reason?. Reason? leads to Competitor: Set category = Competitive; Price / No budget: Set category = Commercial; Timing / No response: Set category = Process; Feature gap: Set category = Product; Other: Set category = Other. Set category = Competitive leads to Add to Competitive Losses list. Add to Competitive Losses list leads to Create task: confirm competitor name. Competitor Deal Closed Lost, reason known, category unknown Reason? Set category = Competitive Add to Competitive Losses list Create task: confirm competitor name Price / No budget Set category = Commercial Timing / No response Set category = Process Feature gap Set category = Product Other Set category = Other

One of 565 written HubSpot workflow specs, by a collective of independent HubSpot consultants.

When to use it, when not to

Use it

  • Use it once Closed Lost Reason is actually being captured on most Closed Lost deals, this fiche categorizes and routes data, it does not chase reps to fill in the field (see deal-hygiene-004 for that).
  • Use it when leadership specifically wants a top-level split (commercial, competitive, process, product) rather than the full list of granular reasons.
Read more on when to use itShow less

Skip it

  • Do not build this before deal-hygiene-004 or an equivalent reason-capture process exists, the categorization has nothing to categorize without a populated source field.
  • Do not merge this workflow's logic into deal-hygiene-004, keep reason capture and reason categorization as separate workflows so either can be edited without breaking the other.
Read more on when to skip itShow less

The rest of this spec

Prerequisites · 4 items

Every property with its label, internal name, type and options, plus the assets the workflow needs.

Enrollment · 4 parts

The trigger, the criteria as ticked in the UI, the re-enrollment rule and the suppression list.

Steps · 11 numbered actions

Each action in order with its parameters, branches and delays.

Known pitfalls · 5

Traps seen in production, each with what breaks and what to do instead.

Test plan and UAT script · 7 cases, 3 variants

How to prove it works in a test portal, one case per branch, and a sign-off sheet.

Files · PDF, Markdown, JSON, CSV

The properties JSON creates the fields in one call. The workflow JSON documents the build.

Install · 1 click, switched off

The installer creates the properties and the workflow, switched off, then opens a task for what it cannot create. Nothing is deleted, enabled or enrolled.

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