Feature Overview

Buyer Decisions is the central hub for collecting, analyzing, and acting on feedback from closed opportunities to understand what drives buyer purchase decisions. This module helps sales teams gather insights from both won and lost deals to improve their sales approach, competitive positioning, and overall win rates. It provides statistical analysis including strengths/weaknesses tables, feedback progress tracking, and outreach performance metrics to optimize decision intelligence gathering.

How It Works

The platform manages the feedback collection lifecycle for closed opportunities by organizing deals in a card-based layout showing key deal details, current collection status, and available actions. Admins can customize the opportunity card layout in the Feedback Module setup page.

Users can filter opportunities by feedback status, deal outcome, and collection progress, with sorting options to help prioritize their feedback collection efforts. The advanced search form enables sophisticated deal filtering through complex logical operations and saved filter sets, facilitating efficient team collaboration on win-loss analysis.

The page features a data summary sidebar that provides analytics and insights:

• Feedback Progress Statistics: Interactive chart showing opportunities segmented by collection status(No Requests, Requesting, Submitted, Has Feedback, Excluded, No Response) with clickable segments that show a full-screen table of all opportunities in that segment.
• Strengths Table: Most frequently mentioned decision factors from won deals, ranked by deal value and frequency. Each strength entry is clickable and opens a detailed popup displaying a list of related feedback instances on the left side and the full conversation responses and evidence on the right side, enabling deep-dive analysis into specific decision drivers.
• Weaknesses Table: Most common reasons for lost deals and no-decision outcomes, providing insight into competitive vulnerabilities. Each weakness entry is clickable and opens a detailed popup displaying a list of related feedback instances on the left side and the full conversation responses and evidence on the right side, facilitating thorough competitive loss analysis.
• Collector Statistics: Outreach performance metrics showing success rates, contact engagement statistics (requested, opened, provided feedback), and campaign effectiveness analysis with switchable views for current filtered data versus historical collector data.

The action menu on each opportunity card provides options for managing feedback requests and outreach campaigns, designating who is considered the owner (the communication recipient) for all internal communications like reminder and summary emails for the opportunity, excluding opportunities from feedback collection (with predefined reasons and the ability to undo exclusions), and accessing trigger condition testing to validate whether the opportunity meets automation criteria for feedback collection.

The information tabs expand on the current opportunity status:

• Buyer Reasons Tab: Displays collected buyer feedback showing decision drivers, competitive insights, and outcome classifications with clickable feedback tokens.
• Seller Reasons Tab: Shows internal seller feedback capturing why deals were won or lost, including seller perspectives on competitive positioning. When no feedback exists, users can click "Provide Seller Reasons" to open an interactive modal that guides them through adding detailed insights about competition, pricing, decision factors, and outcome drivers.
• Request Tab: Manages feedback request campaigns with comprehensive contact-by-contact tracking email customization, language selection, outreach scheduling, pause/resume controls, sender email management, cancel outreach options, detailed attempt tracking with status updates, and email preview capabilities for win/loss analysis.
• Internal Email Tab: Displays automated email campaign history for opportunity-related emails including reminder, summary, alert, and exclusion campaigns with delivery status tracking.

When requesting feedback, users can add new contacts with basic information if additional contacts are needed. These contacts are saved to your CRM and become available for immediate selection in the feedback campaign.

Use Cases

• For Sales Representatives: Request feedback on closed deals, understand why opportunities were won or lost, and improve sales approaches based on buyer insights.
• For Sales Managers: Monitor team feedback collection activities and analyze win/loss patterns across their team.
• For Sales and Revenue Operations: Analyze organizational win/loss trends, identify systematic competitive threats, and optimize sales methodologies.
• For Product Teams: Access buyer feedback about product decision factors, identify feature gaps from competitive losses, and understand market positioning weaknesses.

See It In Action

Requirements

• User permissions for accessing buyer decision feedback functionality
• Active feedback collection programs configured for win/loss analysis
• Closed opportunities with complete outcome classification
• Team assignment permissions for collaborative feedback management
• User email authorization/signatures configured for feedback request senders

Integration users need the following permissions to synchronize CRM data:

• Read:
  • Contact
  • Opportunity
  • ActivityHistory / OpportunityHistory (may require View All Data for historical activity access)
• Write:
  • CanAddContact (Allows users to add contacts to the CRM)

Highlights

• Correlates buyer themes with win/loss outcomes to sharpen positioning
• Juxtaposes strengths, gaps, and outreach metrics for faster root-cause analysis
• Turns buyer narratives into competitive, product, and process improvements

Need Help?

Contact your Customer Success Manager for help collecting feedback and interpreting buyer decision data, or TruSales Support if you experience any technical issues with this page.