Recording Outcomes

Recording outcomes is how you close the loop on every sales conversation. Whether a deal is won, lost, or needs follow-up, capturing this information keeps your pipeline accurate and powers your analytics.

Why Outcomes Matter

Pipeline Accuracy

Without outcomes:

• Leads stuck in "Attended" forever
• Inaccurate pipeline reports
• No visibility into win/loss rates

With outcomes:

• Clean pipeline stages
• Accurate forecasting
• Clear next actions

Analytics Power

Outcome data enables:

• Win rate calculations
• Loss reason analysis
• Rep performance comparison
• Revenue attribution

Outcome Types

Won (Closed)

Use when: Deal is closed, customer acquired.

Information captured:

• Cash collected (optional amount)
• Close date
• Associated revenue

What happens:

• Lead moves to "Closed" stage
• Revenue attributed
• Success metrics updated
• Celebration! 🎉

Lost

Use when: Deal is lost, prospect won't buy.

Information captured:

• Loss reason (required)
• Notes (optional)
• Loss date

Loss reasons (configurable):

• Competitor chosen
• No budget
• No decision/timing
• Not a fit
• Went silent
• Other

What happens:

• Lead moves to "Lost" stage
• Loss reason logged
• Lost deal analytics updated

No-Show

Use when: Prospect didn't attend the meeting.

Information captured:

• No-show flag
• Notes (optional)

What happens:

• Call marked as no-show
• Lead stays in current stage
• Can reschedule or mark as lost

Rescheduled

Use when: Meeting needs to be at a different time.

Information captured:

• New date/time
• Reason (optional)

What happens:

• Original call cancelled
• New call scheduled
• Lead remains in "Scheduled"

Recording an Outcome

From Call Details

1. Open the call that needs an outcome
2. Click Record Outcome
3. Select outcome type
4. Fill required fields
5. Submit

From Pipeline

1. Find the lead in "Attended" stage
2. Click on the lead card
3. Use the quick outcome button
4. Complete the form

After Call Prompt

Aura prompts you to record outcomes:

• Notification after call ends
• Reminder in dashboard
• Email reminder (configurable)

The Outcome Dialog

Won Flow

┌─────────────────────────────────────────┐
│         Record Outcome: Won              │
├─────────────────────────────────────────┤
│                                          │
│  🎉 Great job closing this deal!        │
│                                          │
│  Cash Collected (optional)               │
│  ┌─────────────────────────────────┐    │
│  │ $                               │    │
│  └─────────────────────────────────┘    │
│                                          │
│  Notes                                   │
│  ┌─────────────────────────────────┐    │
│  │                                 │    │
│  └─────────────────────────────────┘    │
│                                          │
│  [Cancel]              [Save Outcome]   │
│                                          │
└─────────────────────────────────────────┘

Lost Flow

┌─────────────────────────────────────────┐
│         Record Outcome: Lost            │
├─────────────────────────────────────────┤
│                                          │
│  Loss Reason *                           │
│  ┌─────────────────────────────────┐    │
│  │ Select reason...             ▼ │    │
│  └─────────────────────────────────┘    │
│  • Competitor chosen                    │
│  • No budget                            │
│  • No decision/timing                   │
│  • Not a fit                            │
│  • Went silent                          │
│  • Other                                │
│                                          │
│  Notes                                   │
│  ┌─────────────────────────────────┐    │
│  │ What happened?                  │    │
│  └─────────────────────────────────┘    │
│                                          │
│  [Cancel]              [Save Outcome]   │
│                                          │
└─────────────────────────────────────────┘

Outcome Validation

Required Fields

Validation Rules

• Loss reason must be selected for Lost
• Cash collected must be positive number
• Rescheduled must have future date

Changing Outcomes

Can You Edit?

Yes, outcomes can be modified:

1. Open call details
2. Find current outcome
3. Click Edit Outcome
4. Make changes
5. Save

Audit Trail

All outcome changes are logged:

• Who made the change
• When it was changed
• Previous value
• New value

When to Change

Appropriate to change:

• Made a mistake
• Deal status changed
• More information received

Not appropriate:

• Gaming metrics
• Hiding losses
• Backdating wins

Cash Collected

Recording Revenue

When marking Won:

• Enter amount in Cash Collected field
• Amount tracked against lead
• Flows to revenue analytics

Multiple Payments

If deal has multiple payments:

• Record first payment with outcome
• Add additional via Cash Collected action
• Total tracked on lead

Currency

• Uses organization's default currency
• Display formatting automatic
• Stored as decimal value

Loss Reasons

Default Reasons

Aura includes common loss reasons:

• Competitor chosen
• No budget
• No decision / timing
• Not a fit
• Went silent
• Other (with notes)

Custom Loss Reasons

Add your own reasons:

1. Go to Settings → Pipeline
2. Find Loss Reasons
3. Add custom reasons
4. Reorder as needed

Analyzing Losses

Loss reasons power analytics:

• Loss reason breakdown chart
• Competitor analysis
• Pattern identification
• Process improvement

Outcome Notifications

Zapier Triggers

Available triggers:

• Call Closed (Deal Won)
• Call Lost (Deal Lost)
• Cash Collected

Best Practices

Timeliness

Record outcomes promptly:

• Same day as call when possible
• Before end of week at latest
• Never let calls pile up

Accuracy

Be honest about outcomes:

• Don't inflate wins
• Capture real loss reasons
• Include helpful notes

Completeness

Fill all relevant fields:

• Cash collected for wins
• Specific loss reasons
• Context in notes

Consistency

Team alignment on:

• When to mark no-show vs lost
• What counts as "won"
• Loss reason definitions

Reporting

Outcome Metrics

Track in Analytics:

• Win rate: Won / Total
• Loss rate by reason
• Average deal size
• Time to close

Team Comparison

Compare across reps:

• Win rates
• Loss patterns
• Deal sizes
• Response times

Troubleshooting

Can't Record Outcome

1. Check call is in "Attended" state
2. Verify you have permission
3. Refresh and try again

Wrong Outcome Recorded

1. Edit the outcome (see above)
2. Update to correct value
3. Add note explaining change

Missing From Reports

1. Verify outcome was saved
2. Check date range filters
3. Confirm lead assignment

Next Steps

• Analytics - View outcome metrics
• 7-Stage Framework - Correlate scores with outcomes