POSITIONING DATA REPORT

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Jake McMahon · ProductQuant

What’s winning your deals and what’s losing them — extracted from your call recordings and handed to your whole sales team.

Sales call analysis, win/loss rates by segment, 2–3 competitor battle cards, and a prioritised positioning roadmap — built from your actual transcripts.

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Book a Call → See what’s included ↓

Built from your deal data · requires 5+ call recordings or 20+ closed deals

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WHAT’S IN THE REPORT

Sales call analysis 5–10 calls reviewed. Win themes vs. loss themes extracted.

Win/loss by segment Where you win, where you lose, and why — by competitor and deal type

Battle cards 2–3 competitors. Validated against your call transcripts.

Positioning gap doc Where your messaging diverges from what’s actually closing deals

Messaging roadmap Prioritised changes with one-way vs. two-way door framework

One-time sprint · built from your deal data

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We turn your sales calls into a winning strategy.

We analyze your call recordings to show what works and what doesn't. You get clear insights and a plan to help your team sell better.

SALES MANAGER

Why did we lose that big deal?

We find the exact moment in the call where the prospect got confused or turned off. Your manager learns the real reason and can coach the team to avoid it next time.

SALES REP

What should I say when they ask about our competitor?

We show you the phrases that worked in past winning deals. You get a simple battle card with proven responses to use in your next call.

MARKETING DIRECTOR

Are our messages resonating with healthcare vs. tech buyers?

We compare win rates and feedback for each industry. You see which pitches work for which audience, so you can tailor your campaigns.

CEO

Where should we focus our product development next?

We list the features prospects asked for most in lost deals. You get a prioritized roadmap based on real customer requests, not guesses.

Why your current positioning docs aren’t working

Analysing public positioning doesn’t tell you why you're losing deals.

Looking at competitor websites shows what they say publicly. It doesn't reveal why your specific deals are won or lost. Deals are decided in the conversation. Without analysing your actual calls, you're guessing at the fix.

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“We got a competitor teardown. It was interesting. But it didn’t explain why we’re losing to them specifically.”

Your sales team doesn’t trust positioning docs built without deal data.

A positioning doc built by marketing in a workshop gets ignored in the field. Reps know what actually happens in calls. When the positioning doc doesn’t reflect deal reality, they stop using it and go back to what they know works — which is usually individual, inconsistent, and un-transferable.

“Marketing built battle cards. Sales doesn’t use them. They say they’re too generic.”

Every AE has their own version of the competitive story.

Your best rep has figured out the right framing over dozens of deals. Your other reps haven’t. The knowledge exists inside one person’s head. When that person is in a deal, they win. When anyone else handles the competitive conversation, outcomes are inconsistent because nobody’s extracted the pattern.

“Our top rep wins competitive deals. When we ask how, she can’t fully explain it. It’s just how she handles it.”

You’re making positioning decisions without knowing which deals you should have won.

Overall close rate is a blunt instrument. The question is which competitive deals were winnable and what would have changed the outcome. Without win/loss analysis by segment and competitor, every positioning decision is a guess. You might be fixing the wrong thing entirely.

“We know our close rate. We don’t know if the deals we lost were supposed to be wins or realistic losses.”

WHY THIS IS DIFFERENT

This report is built from your deals, not from public research.

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Positioning frameworks built without your call data are a hypothesis. They might be right, or they might be addressing the wrong problem entirely. Your calls already contain the answer — the difference between what won and what lost is in there. The work is extracting it.

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This report starts with your call recordings and CRM data, not with competitor websites. The win/loss analysis identifies which deals were winnable and what changed the outcome. The battle cards are validated against real transcripts — they reflect what your specific competitors actually say in your specific deals, not what they say in their marketing copy.

The result is a positioning roadmap your sales team will trust because it came from their own calls — and battle cards they’ll reach for because they recognise the conversations they’re built around.

WHAT’S INCLUDED

What your calls already know about why you’re winning and losing — extracted and handed to your sales team.

Week 1 · Call Analysis

Sales Call Analysis (5–10 Calls)

How is your positioning actually used in the field? Win themes vs. loss themes extracted from real calls. The language your best reps use that your others don’t. Works with Gong, Chorus, Fireflies, or direct recordings.

Forces analysis per competitor: what pushes buyers away and what pulls toward you
Anxiety and inertia patterns that kill deals in the late stage
The exact language from your best-closing calls vs. the patterns in losses
What messaging is actually landing in the field vs. what the positioning doc says

Week 1 · Pipeline

Win/Loss Analysis by Segment

Win/loss rates by segment, competitor, and deal size — so you know where you’re losing deals you should be winning vs. where you’re losing deals you were never going to win.

Win rate by competitor: where you win and where you consistently lose
Segment fit analysis: are you filling the pipeline with your best or worst customers?
Deal size vs. close rate patterns
Where the qualification problem starts, not just where it ends

Week 2 · Battle Cards

Battle Cards for 2–3 Competitors

One-page competitive guides for each competitor, built directly from transcript analysis. What to say, what to avoid, and how to reframe price objections — informed by your actual win/loss data, not assumptions.

Framed around how to displace the incumbent, not generic feature comparisons
What to say when price comes up before value is established
The 2–3 questions that consistently shift competitive deals in your favour
Counter-narratives for specific competitor claims your reps encounter in calls

Week 2 · Gaps

Positioning Gap Document

Where your official positioning diverges from what’s actually closing deals. The gap between the website, the pitch deck, and what your best reps say when they’re winning — documented so you can close it.

Messaging that appears in your wins but isn’t in your official positioning
Claims you make officially that aren’t resonating in calls
The language gap between what marketing says and what sales wins with
Priority order: which gaps to close first for the fastest impact on win rate

Week 2 · Roadmap + Readout

Prioritised Messaging Roadmap + 60-Minute Sales Team Readout

Each recommendation classified as a one-way door (deliberate change needing sign-off) or two-way door (test first, reverse if needed). A/B test specs for every testable change. Followed by a live 60-minute readout with your sales team — so they understand the findings and walk out with specific actions.

60-day action timeline with sequenced priorities
A/B test specifications for every testable change
Quick wins vs. structural changes clearly separated
Live 60-min sales team readout + session recording

Need a full external competitive audit? We also offer a separate sprint that maps 8–12 competitors across pricing, positioning, and messaging. The two sprints work well together: one builds from the outside in, the other from the inside out. Learn more here.

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THE TIMELINE

From your data to actionable insights for your sales team.

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Week 1: Sales Call Review + CRM Data Pull + Win/Loss Segmentation

5–10 call transcripts reviewed. Win themes and loss themes extracted. Forces analysis per competitor — what’s pushing buyers away and what’s pulling them toward you. Win/loss rates calculated by segment, competitor, and deal size. CRM data pulled for pipeline quality analysis. Everything cross-referenced to identify which competitive deals were genuinely winnable.

Week 2: Battle Cards + Positioning Roadmap

Battle cards written for 2–3 competitors — framed around what they actually say in your deals, not in their marketing copy. Positioning gap document compiled from the call analysis. Messaging roadmap written with one-way vs. two-way door classifications. A/B test specs drafted for every testable change.

End of Week 2: Sales Team Readout

60-minute live session with your sales team. Every finding walked through with context from the call analysis. Battle cards explained with specific examples from the transcripts. Priority actions agreed before we end the call. Session recorded and shared. Your reps leave with specific language for the next competitive deal, not a stack of slides to parse later.

FIT

Who gets the most from this report — and who doesn’t.

This is for you if

B2B SaaS post-revenue with at least 20 closed deals to analyse
A sales team of 2 or more reps handling competitive conversations
You have call recordings (Gong, Chorus, Fireflies) or can run win/loss interviews
Competitive deals you’re losing without understanding the specific pattern
Positioning that feels right internally but isn’t converting in the field
Sales team not trusting or using existing battle cards

This is not for you if

Pre-revenue — without closed deals, the win/loss analysis has no foundation
Fewer than 20 closed or lost deals to draw patterns from
No call recordings and no capacity to schedule win/loss interviews
You want a comprehensive external competitor analysis — we offer a separate sprint for that
You want website copywriting — this report delivers the strategy and language framework

WHO’S DOING THE WORK

Jake McMahon — ProductQuant

Jake McMahon

8+ years building retention, activation, and growth programs inside B2B SaaS · Behavioural Psychology + Big Data (Masters)

I run this engagement myself. The analysis, the transcript review, the battle cards, the roadmap. No offshore team, no AI-generated positioning built from generic competitor research.

Positioning work only produces useful output when it’s grounded in what actually happens in your deals — not what you think happens, not what competitors say on their websites. The call transcripts are the primary source. Everything else follows from them.

I won’t do this:

Deliver battle cards that aren’t grounded in your actual call data
Recommend wholesale repositioning without a testing path for each change
Produce a competitor comparison based on their marketing site alone
Recommend changes that require sign-off you can’t get before testing
Write website copy or pitch decks — this engagement delivers the strategy and language framework

What if we don’t have call recordings?

We run win/loss interviews instead — 5–8 interviews with recent wins and losses. Similar depth, different source. Interviews often surface things transcripts don’t because interviewees are more candid than recorded calls. The timeline extends by about 3 days for scheduling, and the output is structurally identical.

Teams Jake has worked with

PRICING

$1,997. A fixed-price sprint.

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$1,997

one-time · 2-week sprint

Fixed price · No ongoing commitment

Sales call analysis (5–10 calls, win vs. loss themes)
Win/loss analysis by segment and competitor
Forces analysis per competitor from your real transcripts
Battle cards for 2–3 competitors (built from call data, not assumptions)
Positioning gap document (official positioning vs. what’s actually closing deals)
Prioritised messaging roadmap (one-way vs. two-way door framework)
A/B test specifications for every testable change
60-minute sales team readout + session recording

Every deliverable stays with you permanently. Nothing is templated — built from your data.

Book a Call →

Guarantee: If your sales team doesn't agree the battle cards reflect what's actually happening in your competitive calls, we'll keep working at no cost until they do.

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Questions.

Or book a call →

Do I need the free teardown first? +

No. You can start directly with this report. The free positioning teardown covers your company’s public positioning from the outside — this report is different in that it starts from your internal deal data. Both are useful, but neither requires the other first. Most clients choose one based on what they need: external diagnosis vs. internal deal analysis.

What access do you need for the call analysis? +

Read-only access to your call recordings — Gong, Chorus, or Fireflies work directly. If you use a different tool or record calls manually, a shared folder with the recording files works fine. We need a minimum of 5 calls, ideally a mix of wins and losses against your top 2–3 competitors. If you have more, we select the most relevant for the analysis.

What’s the difference between this and the Competitive Positioning Sprint? +

We offer two types of positioning sprints. One builds from the outside in, using external research across 8–12 competitors. This report builds from the inside out: your call recordings, your deal data, and battle cards validated against what actually happens in your competitive deals. Both deliver battle cards, but the source of truth is different. Learn more about the external research sprint here.

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How quickly can we see findings? +

Typically 2 weeks from the day we have data access. The call analysis runs in week 1. The battle cards, positioning gap doc, and roadmap are delivered in week 2. The sales team readout happens at the end of week 2. If you don’t have call recordings and we run interviews instead, add 3–4 days for scheduling.

We have fewer than 20 deals. Can we still do this? +

The minimum threshold for useful win/loss patterns is roughly 20 closed deals with competitive context. Below that, the sample is too small to draw reliable patterns. If you're below that threshold, we offer a different sprint that doesn't require a deep deal history. Contact us to discuss which approach is right for you.

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What’s the guarantee? +

Battle cards built from your real deal data. If the battle cards don't reflect what your call transcripts and deal history actually contain, we keep working at no cost until they do.

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