# Win/Loss Analysis Agent for B2B CROs and VPs of Sales | Rippit

> Know the real reason you win and lose deals. Win/Loss Analysis Agent is an AI agent for CROs and VPs of sales at B2B companies.

Canonical: https://www.rippit.com/use-cases/win-loss-analysis-agent-b2b

**B2B**Sales agent for CROs & VPs of Sales

# Win/Loss Analysis Agent

Know the real reason you win and lose deals.

Every week, this agent pulls together the calls, CS conversations, CRM records and market signals behind your closed deals, explains why each one was won or lost in the buyer's own words, and sends the patterns to sales, product and marketing.

[Try Rippit free](https://app.rippit.com/signup)

[or request demo](https://www.rippit.com/request-demo)

The problem

## Your win rate shows you're losing. It doesn't show why.

27%

**of sales leaders say they can see win/loss rates but can’t explain what happened between deal stages.**

Source: Salesloft, 2026 Revenue Benchmark: U.S. Edition (500 U.S. sales and revenue leaders, September 2026)

How the Win/Loss agent works

## Set it up once. Get answers every week.

Ingest

### Every call, deal and competitor move

**CRM**

**Sales calls**

**CS**

**Research**

**Bulk upload**

Analyze

### The real reason behind every deal

**Closed deals · this week**Win/Loss agent adding fields…

| Deal | CRM reason | Lost to |
| --- | --- | --- |
| **Mid-market · $85K** | Price | Top competitor |
| **Enterprise · $240K** | No decision | Status quo |
| **Mid-market · $120K** | Features | Top competitor |

9 deals where the CRM reason and the evidence don't match

Act

### The right finding to the right team

**Slack**· #sales-wins

Top loss reason this week: slow setup (7 deals).

Message sent

**Google Docs**· Talk track

Objection: _"How long to go live?"_  

Doc updated

FAQ

## Frequently asked questions

### What does the Win/Loss Analysis agent do?

It reads the calls, CRM records and outside research for every closed deal, works out why it was won or lost in the buyer's own words, and reports the patterns every week.

### How is it different from the loss reason in Salesforce or HubSpot?

The CRM field is the rep’s pick from a dropdown. The agent adds what the buyer actually said on calls and in CS conversations as a new column in Rippit, and flags deals where the two disagree. Writing it back to your CRM needs a custom MCP connection.

### We already record calls. Why do we need this?

Keep your recorder. The agent reads those calls together with CS conversations, your CRM and market research, finds patterns across deals, and shares them beyond sales.

### What sources can it use?

Sales and CS calls through Rippit’s integrations, your CRM through your warehouse, the Ingest API or a CSV, and web research on competitors, plus anything else you bring in by bulk upload.

### Where do the results go?

Slack, email, Google Docs, or any tool you connect through MCP. It runs weekly by default, and you choose the channel and doc.

## Stop guessing why deals are lost.

Turn on the Win/Loss Analysis agent. Your first brief arrives this week.

[Try Rippit free](https://app.rippit.com/signup)

[or request demo](https://www.rippit.com/request-demo)

## Getting started from an AI agent

There are two ways to connect. Either works.

- MCP server: `https://mcp.rippit.com/mcp` (Streamable HTTP, OAuth). The person signs in or signs up in the browser that opens. No client ID, secret or API key is needed.
- CLI: install with `curl -fsSL https://rippit.sh | sh`, then get an account one of two ways:
  - `rippit login`: the person signs in or signs up in a browser.
  - `rippit start`: creates a temporary account with no email or browser, for a person with no Rippit account. `rippit claim --wait` lets them keep it; an unclaimed account is deleted after 14 days.

Then bring in data: connect a provider such as Zendesk, Intercom, Gong or Salesforce, or upload a CSV.

Full steps: https://www.rippit.com/setup.md