Why Deal Analysis Matters
Most teams have unreliable CRM data—incomplete fields, inconsistent entries, and outdated information. This makes it nearly impossible to generate accurate reports, battlecards, or insights. Hindsight fixes this by automatically reviewing every deal and triangulating across multiple sources (CRM properties, emails, calls, notes, documents) to extract verified, accurate data. This clean data then powers all downstream workflows—reports, competitive intelligence, product insights, and more.How It Works
For each deal, Hindsight’s AI:- Aggregates sources — Pulls in CRM fields, call transcripts, emails, notes, and documents
- Cross-references — Compares what was said vs. what was logged to find the truth
- Extracts structured data — Populates standardized fields with accurate, sourced information
- Scores and explains — Provides confidence levels and evidence for each insight
Default Insights
Every analyzed deal automatically includes:| Category | What’s Extracted |
|---|---|
| Deal Summary | Concise overview of the opportunity, key stakeholders, and outcome |
| Competitors | Who competed, incumbent status, threat level, and positioning used |
| Features | Which product capabilities were discussed, their importance to the buyer |
| Decision Drivers | What mattered most to the buyer, why, and how important each factor was |
| Sales Execution | How well the sales process was run, key moments, and areas for improvement |
| Product Fit | How well your solution matched buyer requirements |
| Pricing Fit | Pricing dynamics, discount sensitivity, and commercial considerations |
| Relationship Strength | Champion presence, access to power, stakeholder engagement |
| Competitive Performance | Where you won or lost against each competitor and why |
Extending with Custom Insights
Beyond the defaults, you can define your own insights to match your specific workflows, messaging frameworks, and sales methodologies. Hindsight supports this through Custom Metrics and Custom Answers that you create via the UI and natural language prompts.Custom Metrics (1–5 Scores)
AI evaluates a deal against a rubric you define and returns a score plus an explanation. Examples:- Champion Strength
- Messaging Accuracy
- ROI Articulation
- Objection Handling Effectiveness
- Buying Urgency
Custom Answers (Anything)
AI returns a structured answer to a prompt you define. Custom Answers can be of a few types:- True / False: e.g., “Was a technical demo conducted?”
- Multiple Choice: e.g., “What was the primary reason for loss? (Price / Features / Timing / Relationship)”
- Short Text: e.g., “List the key stakeholders involved in the decision.”
- Long Text: e.g., “Summarize the customer’s main pain points and how our solution addresses them.”
Example Custom Answer Groups
Hindsight includes pre-built answer packs you can use as starting points:MEDDPICC
MEDDPICC
Comprehensive deal qualification using the MEDDPICC framework.
| Answer Name | Type | Prompt |
|---|---|---|
| Metrics: Quantified | True/False | ”Has the buyer quantified a business metric with a baseline, target, or specific value they want to improve? Answer True if a concrete number or range was provided, False otherwise.” |
| Metrics: Description | Short Text | ”Briefly describe the business metric the buyer cares about improving, in their own terms. If no metric was discussed, state ‘No metric identified’.” |
| Economic Buyer: Engaged | True/False | ”Has the economic buyer (the person with budget authority) directly participated in the deal through meetings, emails, or decision-making? Answer True if engaged, False otherwise.” |
| Economic Buyer: Description | Short Text | ”Describe who the economic buyer is and their level of involvement in this deal. If unknown, state ‘Economic buyer not identified’.” |
| Decision Criteria: Clarity | Multiple Choice | ”How clearly are the buyer’s decision criteria articulated? Options: Clear, Partial, Unclear” |
| Decision Criteria: Summary | Short Text | ”Summarize the buyer’s key decision criteria at a high level. If unclear, describe what is known or state ‘Decision criteria not defined’.” |
| Decision Process: Clarity | Multiple Choice | ”How clearly is the process for making the final decision understood, including approval steps and timeline? Options: Clear, Partial, Unclear” |
| Decision Process: Description | Short Text | ”Describe the known decision process, including any approval steps or timeline. If unclear, state ‘Decision process not defined’.” |
| Paper Process: Risk Level | Multiple Choice | ”Based on complexity, legal/procurement involvement, and timing, how risky is the paper process for this deal? Options: Low, Medium, High, Unknown” |
| Paper Process: Description | Short Text | ”Describe any known contractual, legal, security, or procurement processes. If none identified, state ‘Paper process not identified’.” |
| Pain: Urgency | Multiple Choice | ”How urgent is solving the buyer’s primary pain from their perspective? Options: High, Medium, Low, Unknown” |
| Pain: Summary | Short Text | ”Summarize the buyer’s primary pain or problem in one sentence, including any acknowledged risks of inaction. If no pain identified, state ‘Pain not articulated’.” |
| Champion: Strength | Multiple Choice | ”How strong is the internal champion in terms of actively driving the deal forward and influencing the outcome? Options: Strong, Weak, None, Unknown” |
| Champion: Description | Short Text | ”Describe the champion, their role, and their level of influence in driving this deal. If no champion, state ‘No champion identified’.” |
| Competition: Risk Level | Multiple Choice | ”How risky is the competitive landscape for this deal, considering active competitors and incumbent solutions? Options: Low, Medium, High, Unknown” |
| Competition: Description | Short Text | ”Describe the competitive situation, including any named competitors or incumbent status quo. If no competition, state ‘No competition identified’.” |
Persona Insights
Persona Insights
Understand buyer personas and messaging fit.
| Answer Name | Type | Prompt |
|---|---|---|
| Primary Buyer Persona | Multiple Choice | ”What is the primary buyer persona involved in this deal? Select the role or title that best describes the main buyer. Options: Executive/C-Suite, VP/Director, Manager, Individual Contributor, Technical/IT, Finance/Procurement, Operations, Other” |
| Buyer Role in Decision | Multiple Choice | ”What role did the primary buyer play in the decision-making process? Options: Driver, Influencer, Approver, Blocker” |
| Primary Use Case | Multiple Choice | ”What is the primary use case or application the buyer is evaluating this solution for? Options: Cost Reduction, Revenue Growth, Efficiency/Productivity, Risk/Compliance, Digital Transformation, Competitive Advantage, Other” |
| Persona Pain Statement | Short Text | ”Summarize the primary pain point or challenge this buyer persona is experiencing, in their own words if possible.” |
| Persona-Message Fit | Multiple Choice | ”How well did our messaging resonate with this buyer persona? Options: Strong, Partial, Weak” |
| Messaging Fit Rationale | Short Text | ”Explain why the messaging was or wasn’t effective for this persona. What resonated or fell flat?” |
Product Insights
Product Insights
Understand buyer use cases, product fit, and implementation risks.
| Answer Name | Type | Prompt |
|---|---|---|
| Primary Buyer Use Case | Short Text | ”In one sentence, describe the primary outcome or workflow the buyer expects to achieve with the product.” |
| Problem-Solution Fit | Multiple Choice | ”How well does the product’s current value proposition address the buyer’s stated problem? Options: Strong, Partial, Weak” |
| Product Scope Match | Multiple Choice | ”Does the buyer’s intended use case fall within the product’s intended scope? Options: In-Scope, Edge, Out-of-Scope” |
| Implementation Risk Raised | True/False | ”Were concerns raised about onboarding, integration, or time-to-value?” |
Pricing
Pricing
Assess pricing dynamics and commercial friction in deals.
| Answer Name | Type | Prompt |
|---|---|---|
| Pricing Discussed | True/False | ”Has pricing or commercial structure been explicitly discussed with the buyer?” |
| Price Sensitivity Level | Multiple Choice | ”Based on objections, comparisons, or behavior, how sensitive is the buyer to price? Options: High, Medium, Low” |
| Discount Requested | True/False | ”Has the buyer requested a discount, concession, or special pricing?” |
| Commercial Complexity Present | True/False | ”Are procurement, legal, security, or non-standard commercial terms involved?” |
| Pricing Friction Summary | Short Text | ”In one sentence, describe the primary source of pricing or commercial friction.” |
Setting Up Custom Insights
Define the insight
Create a Custom Metric (score + rubric) or a Custom Answer (free-form). Write a clear prompt describing what to extract.
Add scoring rubric (for metrics)
Specify 1–5 criteria with concrete, observable thresholds. Include examples for edge cases.
Choose scope
Apply to all deals or specific segments. Run on initial analysis, re-analysis, or via backfill.
Prompt and Rubric Tips
- Be explicit about what sources to prioritize (transcripts vs. CRM vs. emails)
- For metrics, define clear thresholds for each score level with examples
- Ask for a short explanation alongside scores to aid review
- Keep one insight per prompt to avoid ambiguity
- Specify the output format you want (bullet points, paragraph, etc.)
Review and Verification
- Explainability: Every insight includes an explanation and links to source evidence
- Verification: Mark fields as verified; filter by verification status in Analytics
- Manual overrides: Your edits persist—re-analysis won’t overwrite verified fields
- Audit trail: All outputs record when and how they were generated
Using Deal Analysis Data
Once deals are analyzed, the extracted data powers everything else in Hindsight:- Reports & Analytics: Filter and segment by any extracted field
- Battlecards: Competitive insights feed directly into competitive assets
- AI Chat: Ask questions and get answers grounded in verified deal data
- CRM Sync: Push clean data back to Salesforce/HubSpot