Add win-loss-analyzer skill for B2B SaaS buyer-direct interview programs

README.md

@@ -9,15 +9,15 @@
 <br />
 
 <div align="center">
-  <img src="https://readme-typing-svg.demolab.com?font=Fira+Code&size=20&duration=3000&pause=800&color=58A6FF&center=true&vCenter=true&width=620&height=50&lines=61+Agent+Skills;Works+with+Claude%2C+Codex%2C+Gemini+CLI%2C+Manus+AI;Agent+Skills+for+Founders+Who+Hate+Marketing;Install+in+seconds.+No+setup+required." alt="Typing SVG" />
+  <img src="https://readme-typing-svg.demolab.com?font=Fira+Code&size=20&duration=3000&pause=800&color=58A6FF&center=true&vCenter=true&width=620&height=50&lines=62+Agent+Skills;Works+with+Claude%2C+Codex%2C+Gemini+CLI%2C+Manus+AI;Agent+Skills+for+Founders+Who+Hate+Marketing;Install+in+seconds.+No+setup+required." alt="Typing SVG" />
 </div>
 
 <br />
 
 <div align="center">
 
 [![npm version](https://img.shields.io/npm/v/@opendirectory.dev/skills.svg?style=flat-square)](https://www.npmjs.com/package/@opendirectory.dev/skills)
-[![Skills](https://img.shields.io/badge/skills-61-blue.svg?style=flat-square)](skills/)
+[![Skills](https://img.shields.io/badge/skills-62-blue.svg?style=flat-square)](skills/)
 [![Stars](https://img.shields.io/github/stars/Varnan-Tech/opendirectory?style=flat-square&color=yellow)](https://github.com/Varnan-Tech/opendirectory/stargazers)
 [![Contributors](https://img.shields.io/github/contributors/Varnan-Tech/opendirectory?style=flat-square&color=orange)](https://github.com/Varnan-Tech/opendirectory/graphs/contributors)
 [![Agents](https://img.shields.io/badge/agents-8-blueviolet.svg?style=flat-square)](#quick-start)
@@ -45,7 +45,7 @@ Or list all skills:
 ```bash
 npx "@opendirectory.dev/skills" list
 ```
-*61 specialized skills across GTM, growth, and developer tooling*
+*62 specialized skills across GTM, growth, and developer tooling*
 
 ### 2. Pick your agent
 ```bash
@@ -265,7 +265,7 @@ Manus AI users can import a skill directly from its OpenDirectory skill page. Th
 
 ## All Skills
 
-61 skills across GTM, growth automation, technical marketing, and developer tooling.
+62 skills across GTM, growth automation, technical marketing, and developer tooling.
 
 <!-- SKILLS_LIST_START -->
 
@@ -591,6 +591,11 @@ Manus AI users can import a skill directly from its OpenDirectory skill page. Th
     <td>Evaluate expired domain candidates against your niche. Get a conservative,</td>
     <td><code>1.0.0</code></td>
   </tr>
+  <tr>
+    <td><a href="skills/win-loss-analyzer"><code>win-loss-analyzer</code></a></td>
+    <td>Run a structured win/loss program that surfaces real buyer reasoning instead of CRM-recorded excuses. Give this skill your deal situation and it outputs a buyer-direct interview guide, a driver tagging taxonomy, a data capture schema, and a founder-scale cadence with routing rituals for product, sales, and marketing.</td>
+    <td><code>1.0.0</code></td>
+  </tr>
 </table>
 
 

packages/cli/registry.json

@@ -580,6 +580,14 @@
     "version": "0.0.1",
     "path": "skills/where-your-customer-lives"
   },
+  {
+    "name": "win-loss-analyzer",
+    "description": "Build and run a structured win/loss analysis program for B2B SaaS and developer-first companies.",
+    "tags": [],
+    "author": "Varnan",
+    "version": "1.0.0",
+    "path": "skills/win-loss-analyzer"
+  },
   {
     "name": "yc-intent-radar-skill",
     "description": "Scrape daily job listings from YCombinator's Workatastartup platform without duplicates.",

skills/win-loss-analyzer/README.md

@@ -0,0 +1,74 @@
+# win-loss-analyzer
+
+Run a structured win/loss program that surfaces real buyer reasoning instead of CRM-recorded excuses. Give this skill your deal situation and it outputs a buyer-direct interview guide, a driver tagging taxonomy, a data capture schema, and a founder-scale cadence with routing rituals for product, sales, and marketing.
+
+<!-- OPENDIRECTORY_INSTALL_START -->
+## Install
+
+### Option A: npx CLI (Recommended)
+
+No global install. Always runs the latest version.
+
+```bash
+npx "@opendirectory.dev/skills" install win-loss-analyzer --target claude
+```
+
+### Option B: skills.sh
+
+```bash
+npx skills add Varnan-Tech/opendirectory --skill win-loss-analyzer
+```
+
+Requires Node.js. Add `--global` to install to `~/.claude/skills/` instead of the current project.
+
+### Option C: Claude Desktop App
+
+**Step 1: Download the skill from GitHub**
+
+1. Copy the URL of this specific skill folder from your browser's address bar.
+2. Go to [download-directory.github.io](https://download-directory.github.io/).
+3. Paste the URL and click **Enter** to download.
+
+**Step 2: Install in Claude**
+
+1. Open your **Claude desktop app**.
+2. Go to the sidebar on the left side and click on the **Customize** section.
+3. Click on the **Skills** tab, then click on the **+** button to create a new skill.
+4. Choose **Upload a skill**, then drag and drop the `.zip` file or extracted folder.
+
+> **Note:** For some skills, the `SKILL.md` file might be located inside a subfolder. Always upload the specific folder that contains the `SKILL.md` file.
+
+### Option D: Claude Code Native
+
+Run these commands inside Claude Code:
+
+```bash
+/plugin marketplace add Varnan-Tech/opendirectory
+/plugin install opendirectory-gtm-skills@opendirectory-marketplace
+```
+
+### Option E: Manus AI
+
+[**Install in Manus AI**](https://manus.im/import-skills?githubUrl=https%3A%2F%2Fgithub.com%2FVarnan-Tech%2Fopendirectory%2Ftree%2Fmain%2Fskills%2Fwin-loss-analyzer&utm_source=opendirectory)
+
+1. Open the skill from the [opendirectory homepage](https://opendirectory.dev).
+2. In the install panel, select the **Manus AI** tab.
+3. Click **Install in Manus AI**.
+4. Confirm the import inside Manus AI.
+<!-- OPENDIRECTORY_INSTALL_END -->
+
+
+## What It Does
+
+- Explains the CRM self-report bias problem (50-70% divergence from real buyer reasoning) and why buyer-direct interviews are the only reliable source
+- Provides deal selection criteria: which deals to interview, what ACV floor and stage filter to apply, and the 30-60 day recall window
+- Outputs a full interview guide: narrative openers, four core topic areas (product, sales, pricing, competitive), follow-up probe patterns, and the 5 Whys technique for going deeper
+- Defines a driver tagging taxonomy with six categories and sentiment tracking per interview
+- Provides a deal metadata capture schema ready to use in Notion, Airtable, or a Google Sheet
+- Covers a PLG-specific track for trial conversion losses that never appear in CRM deal records
+- Sets up a founder-scale cadence (5 interviews per month, no analyst required) with routing rituals: weekly sales digests, monthly product readouts, quarterly exec reports
+- Explains pattern detection by outcome, segment, competitor, and deal stage
+
+## Key Insight
+
+CRM loss reasons are wrong 50-70% of the time. Sales reps default to "price" as a face-saving explanation, and buyers self-censor when talking to internal stakeholders. The 5 Whys technique applied to a buyer-direct interview moves "price was too high" to "per-seat model doesn't fit our headcount spikes" to "CFO needs predictable fixed costs" — three steps to an actionable pricing structure decision.

skills/win-loss-analyzer/SKILL.md

@@ -0,0 +1,240 @@
+---
+name: win-loss-analyzer
+description: "Build and run a structured win/loss analysis program for B2B SaaS and developer-first companies. Use this skill whenever someone asks why deals are being lost, how to run win/loss interviews, what questions to ask buyers after a deal closes, how to stop relying on CRM loss reasons, how to capture competitive intelligence from real buyer conversations, how to set up a win/loss program without a dedicated analyst, or how to route competitive insights to product and sales teams. Covers the full program: CRM bias problem, buyer-direct interview design, driver tagging taxonomy, data capture schema, founder-scale cadence, and insight routing rituals."
+compatibility: [claude-code, gemini-cli, github-copilot]
+author: Varnan
+version: 1.0.0
+---
+
+# Win/Loss Analyzer
+
+Your CRM loss reasons are wrong. Sales reps default to "price" as a face-saving explanation. Buyers tell internal stakeholders what is socially acceptable, not what is true. Research across 100,000+ B2B purchase decisions shows CRM-recorded loss reasons diverge from actual buyer reasoning 50-70% of the time. A structured win/loss program with buyer-direct interviews is the only way to surface real drivers.
+
+## When to Use
+
+- You keep losing to the same competitor but don't know why
+- Your CRM says "price" for 40%+ of losses
+- You want to understand what actually moves buyers to choose you or a competitor
+- You need competitive intelligence for product roadmap or sales enablement
+- You want to start a win/loss program without a dedicated analyst or RevOps team
+- You're a PLG/developer-first company where trial conversion losses don't show up in CRM at all
+
+---
+
+## The CRM vs. Buyer-Direct Gap
+
+**Why CRM loss reasons fail:**
+
+| Who reports | What they say | Why it's wrong |
+|---|---|---|
+| Sales rep | "Price was too high" | Avoids admitting sales execution failure or product gap |
+| Buyer (to internal team) | "We went with the market leader" | Saves face; avoids conflict with stakeholders who lobbied for you |
+| Buyer (to third party) | Real answer | No social pressure; nothing to lose |
+
+**For PLG and developer-first companies:** Trial conversion losses are an additional blind spot. A free user who tries your product and never upgrades never creates a CRM opportunity. Your formal win/loss data misses the entire self-serve funnel. You need a separate interview track for high-fit churned trial users.
+
+---
+
+## Step 1: Deal Selection
+
+Pick deals with the most signal. Consistency in selection criteria matters more than volume.
+
+**High-signal deal types:**
+- Late-stage losses: prospect evaluated deeply, had a real budget, chose someone else
+- Competitive wins: understand why you beat a specific competitor
+- Surprise losses: internal team expected to win; buyer chose differently
+- Large deals (any size relative to your ACV): enough at stake to get a real conversation
+
+**Filters to apply consistently:**
+- Same stage filter every cycle (e.g., "deals that reached demo or proposal")
+- Same ACV floor (e.g., "deals over $X")
+- Time window: interview within 30-60 days of deal close while recall is fresh
+- Exclude: deals lost due to budget freeze or company shutting down (no useful signal)
+
+**Minimum to spot patterns:** 5 interviews per month at founder scale. You need 8-10 interviews sharing the same characteristic (same competitor, same segment, same deal size) before a pattern is reliable.
+
+---
+
+## Step 2: Interview Design
+
+### Opening (broad, narrative)
+
+Let the buyer tell their story. Do not lead. The first 5-10 minutes should be almost entirely the buyer speaking.
+
+**Recommended openers:**
+- "What prompted you to start evaluating solutions?"
+- "Tell me how this decision started."
+- "How did you structure your evaluation process?"
+- "Walk me through how you ended up where you did."
+
+These surface context you never would have thought to ask about: internal politics, an incident that triggered the search, a budget cycle, a failed previous solution.
+
+### Core topic areas (probe in whatever order the conversation leads)
+
+Cover all four areas. Sequence follows the buyer's narrative, not a script.
+
+**1. Product and capability**
+- What features or capabilities mattered most in your evaluation?
+- Were there things you needed that you couldn't find in any of the options?
+- What gaps did you find in the products you evaluated?
+
+**2. Sales experience**
+- How was the buying process for each vendor?
+- Was there anything that made one vendor easier or harder to work with?
+- What would you have changed about how any vendor engaged with you?
+
+**3. Pricing and packaging**
+- How did pricing factor into your decision?
+- Was the pricing model itself a factor, or just the number?
+- What would "right-priced" have looked like for your situation?
+
+**4. Competitive and alternative landscape**
+- Which other solutions did you seriously evaluate?
+- What made you choose the one you did?
+- Was there a moment when your thinking shifted?
+
+### Follow-up probes (use throughout)
+
+When a buyer gives a surface answer, go one level deeper:
+- "Can you tell me more about that?"
+- "What made that important to you specifically?"
+- "Was there a moment when your thinking shifted on that?"
+- "If that one thing had been different, would the outcome have changed?"
+
+The 5 Whys technique works here: keep asking "why" to move from "price was too high" to "per-seat model doesn't fit our headcount spikes" to "CFO needs predictable fixed costs" — which is an actionable pricing structure insight, not a price objection.
+
+### Interview mechanics
+
+- **Duration:** 30-45 minutes is the right range. Longer loses focus; shorter misses depth.
+- **Timing:** Within 30-60 days of deal close. Recall decays fast.
+- **Speaking ratio:** Buyer speaks 80-90% of the time. Your job is to probe, not present.
+- **Recording:** Ask permission. Record if possible; transcript is more reliable than memory.
+- **Who conducts it:** Not the rep who worked the deal. Bias is structural. Founder, PM, or neutral colleague works. Third-party interviewer gets more candid responses but adds cost.
+
+---
+
+## Step 3: Driver Tagging Taxonomy
+
+Tag every interview with 3-5 primary decision drivers. Consistent taxonomy is what converts one-off anecdotes into patterns.
+
+### Standard driver categories
+
+| Category | Sub-driver examples |
+|---|---|
+| **Pricing** | Total cost, per-seat vs. flat, packaging structure, contract terms, discount offered |
+| **Product** | Missing feature, reliability/performance, integrations, UX/ease of use, security/compliance |
+| **Sales Experience** | Responsiveness, demo quality, proposal clarity, pushing too hard, champion support |
+| **Support and Service** | Onboarding, implementation complexity, support SLA, documentation quality |
+| **Competitive** | Existing vendor relationship, brand/reputation, specific competitor feature advantage |
+| **Value and Fit** | Timing/urgency mismatch, wrong stage for the product, use case doesn't align |
+
+### Sentiment per driver
+
+After each interview, mark each driver as:
+- **Positive**: increased likelihood of winning
+- **Negative**: increased likelihood of losing
+
+Patterns emerge by aggregating sentiment across the full interview set. "Product: Missing feature" appearing as a top negative driver in 7 of 10 late-stage losses is a product roadmap signal. "Sales Experience: Responsiveness" appearing negative in enterprise segment losses is a sales process signal.
+
+### Deal metadata to capture alongside tags
+
+```
+Deal ID:
+Date closed:
+Outcome: Win / Loss / No decision
+Competitor(s) evaluated:
+Segment:
+ACV:
+Deal stage reached:
+Interview date:
+Interviewee role:
+Primary driver (1):
+Primary driver (2):
+Primary driver (3):
+Sentiment per driver: [Positive / Negative]
+Key quote(s):
+Confidence: [High / Medium / Low]
+```
+
+Store in a Notion database, Airtable, or a CRM custom field. A shared Google Sheet works fine at founder scale.
+
+---
+
+## Step 4: Founder-Scale Program (No Analyst)
+
+**Month 1: Launch with minimum viable structure**
+
+1. Pick your deal selection criteria and write them down (stage, ACV floor, time window)
+2. Write a 10-question interview guide covering the 4 core topic areas
+3. Set up a simple Notion database or Airtable table with the deal metadata fields above
+4. Book 2-3 interviews from recent losses. Founder runs them.
+5. Tag drivers after each call using the standard taxonomy
+
+**Month 2-3: Build the cadence**
+
+1. Aim for 5 interviews/month total (3 losses, 2 wins minimum)
+2. After each interview, tag and log immediately while memory is fresh
+3. At 10 interviews, look for patterns: which driver categories appear most often? Which segments? Which competitors?
+
+**Month 3+: Add routing rituals**
+
+Build these in before you need them:
+
+| Ritual | Frequency | Audience | Format |
+|---|---|---|---|
+| Competitive digest | Weekly | Sales team | 2-3 bullet summary of new competitive signals |
+| Insight readout | Monthly | Product, marketing | 5-10 min walkthrough of top driver themes |
+| Quarterly report | Quarterly | Exec/founders | Win rate by segment, top drivers, competitor movement |
+
+---
+
+## Step 5: Insight Routing
+
+Not all insights belong to the same team. Route to the right owner or it sits in a doc no one reads.
+
+| Insight type | Route to | Action |
+|---|---|---|
+| Missing feature cited in 3+ losses | Product | Add to roadmap discussion with win/loss evidence |
+| Competitor advantage in specific capability | Product + Sales | Update competitive battlecard; add to demo script |
+| Sales process friction (slow responses, weak proposal) | Sales leadership | Sales coaching or process change |
+| Pricing model confusion or resistance | Founder + Marketing | Pricing page update or packaging review |
+| Onboarding cited as blocker after win | Customer Success | Onboarding flow improvement |
+| ICP mismatch (wrong stage, wrong use case) | Marketing + Sales | Tighten ICP definition, adjust targeting |
+
+**Developer-first routing addition:** Trial conversion losses (free users who churned without buying) route to Product as activation/onboarding signal, not to sales. These are separate from CRM deal losses and need a separate tagging track.
+
+---
+
+## Step 6: Pattern Detection
+
+After 10+ interviews with consistent tagging, run these checks:
+
+**By outcome:** Do wins and losses share different dominant drivers? If "Sales Experience" is positive in 80% of wins but neutral in losses, your sales team is a differentiator. If "Product: Missing feature" is the top negative driver in losses, it's a roadmap problem.
+
+**By segment:** Filter to one segment (enterprise, SMB, a specific vertical). Do the drivers shift? Late-stage losses in enterprise with "Support: Implementation complexity" as top negative driver points to a different problem than SMB losses with "Pricing: Per-seat model" as the top driver.
+
+**By competitor:** Group losses to a specific competitor. What driver clusters appear consistently? That is your competitive battlecard for that competitor.
+
+**By deal stage:** Losses at demo stage vs. losses at proposal stage have different root causes. Early-stage losses are often ICP or messaging problems. Late-stage losses are often product, pricing, or sales execution.
+
+---
+
+## Tips
+
+- Don't ask leading questions. "Would better pricing have changed your decision?" pushes toward pricing as the answer. "What would have changed the outcome?" lets the buyer tell you.
+- Tag immediately after the call. Memory of nuance degrades within 24 hours.
+- Wins are as important as losses. Understanding why you won prevents you from accidentally changing what's working.
+- CRM "price" losses are almost always something else. When you see it, book an interview. It's rarely price.
+- 5 interviews are not enough for patterns. Start tracking from interview 1, but don't draw conclusions until you have 8-10 sharing the same filter.
+
+---
+
+## Complementary Opendirectory Skills
+
+| Skill | Use it to |
+|---|---|
+| `competitor-pr-finder` | Cross-reference competitor wins with where competitors are getting press |
+| `gh-issue-to-demand-signal` | Map feature gap losses to open competitor GitHub issues |
+| `pricing-finder` | Validate pricing-related loss drivers against actual competitor pricing |
+| `map-your-market` | Refine ICP after seeing which segment profiles appear in recurring losses |
+| `outreach-sequence-builder` | Re-engage lost deals with sequences that address the actual loss driver |