Tracking deals as “won” or “lost” gives you closure, not clarity. In this episode, Tanay challenges the superficial way most companies handle CRM data and introduces the Disposition Audit - a structured approach to uncovering why deals are actually won or lost. By moving beyond vague labels like “budget issue” to defined root cause clusters (such as value misalignment, trust deficit, or ICP mismatch) and capturing real evidence behind each outcome, businesses can finally translate lost deals into strategic insight. The result is a system where marketing decisions are driven by real market feedback, not guesswork, turning every deal outcome into a source of learning and competitive advantage.