A company relies on the salesperson's account of why each deal was lost. Why is this an incomplete substitute for win and loss analysis?

• ASalespeople are not trained interviewers.
• BThe salesperson was a participant in the deal, and buyers manage that relationship, so the reasons given at the close are chosen for their effect. Price and a missing feature dominate because they end a conversation politely.
• CSales records are usually incomplete in the CRM.
• DIt is not incomplete, since the salesperson has the most context on the deal.