Lost Reasons

Lost Reasons are the master list of reasons that your organization can select when marking an Opportunity as Lost in Ultro ERP. Capturing consistent Lost Reasons at the time an opportunity is closed lost is a simple but powerful way to gather structured feedback on why deals are not converting so the business can improve products, pricing, sales approach, or service delivery.

How to add Lost Reasons

• Navigate to CRM → CRM Configurations → Lost Reasons and click New to add a reason (for example: Price, Product Gap, Competitor, No Budget, Timing, Relationship).

When to use

• Select an appropriate Lost Reason when you mark an Opportunity as lost — Ultro ERP will store the selection on the opportunity record and include it in reporting.

Why it matters

• Actionable insights: Aggregated lost reasons help product, marketing and sales leadership identify patterns (e.g., frequent Product Gap or Pricing objections) and prioritize improvements.
• Better root-cause analysis: Combine lost reasons with opportunity size, region, and segment to find high-impact issues (for example, Pricing objections are common in large enterprise deals but not SMB deals).
• Continuous improvement: Use lost reasons to track the impact of product fixes, pricing changes, or new sales enablement content over time.

Reporting & best practices

• Use Ultro ERP reports and dashboards to slice lost reasons by sales team, product, salesperson, or time period to spot trends.
• Keep the lost reason list concise and mutually exclusive to avoid ambiguous selections.
• Encourage sales teams to add a short note with context when selecting a Lost Reason so follow-up improvements have concrete examples.

Tip: Treat Lost Reasons as an operational master data set — they should be managed centrally and updated as your product, market, or sales approach evolves.