What I have heard over the years is simply that it takes too long. Really? Let me share the steps to tracking lost sales. Let's assume that your CRM is setup for now. When a sales person is closing an opportunity, on most of the top CRM applications, there is a pull-down list of reasons in the same box. Select the reason and that's it. So, to track the reason for lost sales in a CRM it requires adding two, possibly three, clicks. I don't believe that three extra clicks are over-burdensome.

Sage SalesLogix, ACT! and Microsoft Dynamics CRM have pop-up windows. SugarCRM has an additional tab and requires the extra click.

Remember, we assumed that your CRM was setup. Ok, let's backtrack for a minute. The only setup required is for management to determine some reasons and to get them into the list. All of the CRM systems come with reasons. Some reasons are generic and everyone can use them. You will need to determine if there is anything specific about your business that you will need to add. Don't kill yourself creating the list. Spend an hour and go from there.  

Here is a great starting list:

• Poor Follow-up
• Indecision
• Wrong Decision Maker(s)
• Lack of References
• Lack of Expertise
• Lack of Resources
• Unknown
• Column Fodder (Not a true competition, you were just brought in as an extra bid)
• Other
• Out-sold
• Wrong Target

(For the following, I would be inclined to have an ROI check box at the opportunity level but that would require some customization)

• No/Lost Budget - ROI Discussed
• No/Lost Budget - ROI Not Discussed
• Insufficient Budget - ROI Discussed
• Insufficient Budget - ROI Not Discussed

Seven to twelve reasons is a good start. Be careful not to use something as general as 'bad fit.' Bad fit could mean a whole host of different things such as, not a cultural fit, a company that isn't in your sweet spot, either too large or too small. Also be careful not to get to granular and have too many values.  If a reason is not on the list, then we use the 'other' value and then require some keywords in the description. You may find that 6 months down the road, you are noticing other reasons for losing sales, so just go add them then.

Normally, I would say that once you start gathering data (I'd give it a few months), then create your dashboards and reports on why sales are lost. However, if you are starting a new process, it's actually better to at least understand if your sales reps are inputting the data.

Create the following dashboards, views/groups or reports (depending on the CRM system you are on:

Lost Sales missing Reasons - I would view this as a list

• Opportunity or Actual Close Date = This Year
• Opportunity Status = Lost
• Opportunity Reason = Does Not contain Data

Reason for Lost Sales - I would view this as a pie chart or graph
• Opportunity or Actual Close Date = This Year
• Opportunity Status = Lost

In my research I came across this very interesting, differing point of view. 
There are only 2 reasons why you lose a sale.