Lost Opportunity

Overview

Below is a clear, business-focused explanation of the Lost Opportunity report in Dafater, written for sales leaders, managers, and decision-makers.

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Lost Opportunity Report – Business Overview

What Business Information This Report Provides

The Lost Opportunity report gives a structured view of all sales opportunities that did not convert into successful deals. It highlights where potential revenue was lost, who was responsible, why the opportunity was lost, and at what stage of the sales process this happened.

This report helps the business understand: - How much potential revenue was missed - Common reasons deals are being lost - Sales performance gaps - Patterns in customer decision-making

In short, it answers the question:
“Where are we losing business, and why?”

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When and Why to Use This Report

You should use the Lost Opportunity report when you want to:

• Review sales performance over a specific period
• Identify weaknesses in the sales process
• Analyze reasons customers are choosing competitors or delaying decisions
• Improve win rates by learning from past losses
• Support sales coaching and training discussions
• Adjust pricing, product offerings, or sales strategies

It is especially useful during: - Monthly or quarterly sales reviews
- Strategy planning meetings
- Performance evaluations of sales teams
- Market or competitor analysis

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Key Columns and Their Business Meaning

While column names may vary slightly, the report typically includes:

• Opportunity Name
  Identifies the specific sales deal that was lost.

• Customer / Prospect
  Shows which customer or lead the opportunity was linked to.

• Sales Representative
  Indicates who was responsible for managing the opportunity, useful for performance review and coaching.

• Opportunity Amount
  The estimated revenue value of the lost deal. This helps quantify the financial impact of lost opportunities.

• Lost Reason
  Captures why the opportunity was lost (e.g., price, competition, timing, lack of budget). This is one of the most critical columns for business improvement.

• Stage at Loss
  Shows how far the opportunity progressed before being lost, helping identify breakdown points in the sales funnel.

• Lost Date
  Indicates when the opportunity was marked as lost, useful for trend and period analysis.

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Available Filters and Their Business Purpose

The Lost Opportunity report usually includes filters such as:

• Date Range
  Analyze losses within a specific period (monthly, quarterly, yearly).

• Sales Representative
  Review performance and loss patterns for individual salespeople or teams.

• Customer / Prospect
  Focus on specific accounts or market segments.

• Lost Reason
  Identify the most common causes of lost deals.

• Opportunity Amount Range
  Separate high-value losses from smaller deals to prioritize action.

These filters allow management to zoom in on specific business questions instead of reviewing all losses at once.

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How to Interpret the Results for Business Decisions

To get real value from this report:

• High-value losses may indicate pricing issues, product gaps, or negotiation challenges.
• Repeated loss reasons (e.g., “Price too high”) suggest a need to review pricing strategy or value communication.
• Early-stage losses may indicate lead qualification problems.
• Late-stage losses often point to competition, proposal quality, or closing skills.
• Patterns by sales representative can highlight training needs or best practices to share across the team.

The goal is not to assign blame, but to identify improvement opportunities.

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Common Use Cases and Scenarios

Some practical ways businesses use the Lost Opportunity report include:

• Sales Strategy Improvement
  Adjust sales approach based on common loss reasons.

• Coaching and Training
  Use real data to coach sales teams on objections, negotiation, or product positioning.

• Pricing and Product Decisions
  Identify if pricing, features, or terms are driving customers away.

• Forecast Accuracy Review
  Compare expected revenue vs. actual results to improve forecasting methods.

• Competitive Analysis
  Understand where competitors are winning and why.

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Summary

The Lost Opportunity report in Dafater is a powerful tool for learning from missed sales. By analyzing lost deals, businesses can refine their sales process, strengthen customer engagement, and improve overall conversion rates—turning past losses into future wins.

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Report Information

• Module: CRM
• Related DocType: Opportunity
• Report Type: Script Report
• Standard: Yes