The Scenario
You are a VP of Sales. Last quarter you lost 80 deals. Your board wants to know why.
You have a gut feeling — price is the main objection. But you suspect one pipeline stage is where deals die before they ever get to price, and you have a theory about which rep has the highest loss rate on price deals specifically.
All the data is in Kommo. Getting it into an Excel workbook in a shape where you can actually answer those questions is two days of work between the CSV exports, VLOOKUP formulas, and pivot tables.
The bad version of this analysis:
- Export Kommo closed-lost deals to CSV — the loss reason is an ID, not a name
- Export the loss reason list separately
- Open both in Excel, VLOOKUP the reason names onto the deal rows
- Build a pivot for deal count by reason, then a separate pivot for average deal size
- Realize you still need the stage breakdown and rep cross-tab
- It is Thursday evening and the board prep is tomorrow morning.
The fast version is one prompt.
The Easy Way: One Prompt in SheetXAI
SheetXAI is an AI agent inside your Excel workbook that can pull Kommo's event data and reference lists, join them, and produce the pivot table in one run.
Open the SheetXAI sidebar and type:
List all loss reasons from Kommo and write them to a 'Loss Reasons' tab. Then list all leads moved to 'Closed Lost' in the last 90 days and write them to a 'Lost Deals' tab with columns: lead_id, lead_name, loss_reason_id, value, pipeline_stage, responsible_user. Then join the two tabs on loss_reason_id and create a 'Loss Analysis' tab with a pivot showing: loss reason name, count of deals, total value lost, average deal size, and top responsible user by deal count for each reason.
Three tabs, one prompt, ready for the board.
What You Get
A complete win/loss breakdown built from live Kommo data:
- Loss Reasons tab — all canonical loss reasons from Kommo, with IDs and names
- Lost Deals tab — every closed-lost lead from the past 90 days with full metadata
- Loss Analysis pivot — loss reason name, deal count, total value lost, average deal size, top rep per reason
The pivot is built from the actual join, not from estimation. If 'Price' accounts for 38% of your lost deal count but only 22% of the lost value, the pivot shows it.
What If the Data Is Not Quite Ready
Win/loss analysis almost always needs extra cuts before it is boardroom-ready.
When loss reason IDs are blank for older records
Some deals were closed before loss reasons were required in Kommo.
When building the Lost Deals tab, exclude any rows where loss_reason_id is blank. Write those rows to a separate 'Uncategorized Lost' tab so they are not dropped silently.
When you want to break the analysis down by pipeline stage
Price may be the top loss reason overall, but if it only shows up at Proposal that is a different problem than if it shows up at Negotiation.
Using the 'Lost Deals' and 'Loss Reasons' tabs, create a 'Stage Loss Analysis' tab with a pivot showing: for each pipeline stage, break down deal count by loss reason name. Sort each stage block by deal count descending.
When you want to filter to Q1 only
Your board review covers Q1 — January 1 through March 31 — not the rolling 90 days.
Re-pull the 'Lost Deals' tab filtering to leads closed between January 1 and March 31 of this year only. Rebuild the 'Loss Analysis' pivot with that filtered set.
When you want the full breakdown in one shot
The board meeting is tomorrow and you need everything ready.
Pull all loss reasons from Kommo and write them to 'Loss Reasons'. Pull all closed-lost leads from Q1 (January 1 to March 31) and write them to 'Lost Deals' with columns: lead_id, lead_name, loss_reason_id, value, pipeline_stage, responsible_user. Join them on loss_reason_id. Create a 'Loss Analysis' tab with: loss reason name, deal count, total value, average value. Create a second tab 'Rep Loss Rates' showing each responsible_user, total closed-lost count, top loss reason, and total value lost — sorted by total closed-lost count descending.
The pattern: describe the full output you need and let SheetXAI build it as a single sequence.
Try It
Get the 7-day free trial of SheetXAI and run your next win/loss review directly from an Excel workbook connected to Kommo. The Kommo integration is included in every SheetXAI plan. For related workflows, see how to export pipeline deals for a quarterly review or the Kommo in Excel overview.