Most win-loss program typically gets started because a leader at the company wants answers to a big, important question. Why do we keep losing to competitor X? Why is this new product not selling? Why has our win-rate dropped so much? Once leaders start to get their hands on a few super-insightful buyer interviews, they get hungry for more. In today’s episode, I sit down with Tirrah Switzer, Senior Director of Product Marketing at Community Brands, to talk about how a win-loss program can grow and mature over time — especially after the initial business questions get answered. She’s done an incredible job at finding new questions to ask and problems to solve using the methodologies and technology of modern-day win-loss analysis. It will give you an idea of the immense value companies get out of having ongoing conversations with their buyers.

When there’s not alignment in your company, the sales process breaks down and you lose deals you should be winning. Many companies struggle with low trust between marketing, SDR, and sales teams. Rather than collaborating and working to enhance outcomes for the company as a whole, they end up stepping on each others toes, throwing each other under the bus, or competing for credit… which is never good for the buyer or the company. Kyle Coleman, the CMO at Clark, has experience working across the entire revenue organization. One of his greatest strengths is helping to create alignment by helping teams cultivate empathy for each other, and for the buyer. In today’s episode, he gives his recommendations on how to be a stellar SDR or SDR leader in today’s economic climate.

What happens when you take the same methodologies, skills, tools, and genuine desire to understand why you win and lose deals and apply them to understanding why you win and lose current business? Kathy Hassett and Nancy White did exactly that, and what they saw happen to their churn numbers was remarkable. In this episode, you’re going to hear them tell the story of how conducting retention interviews virtually eliminated churn, and how they did it.

Ethnography is a type of social research that involves studying the behavior of a group of people and the culture they create. Our guest on today’s episode is Peter Spear, a corporate ethnographer and brand consultant. Throughout his career he has helped big brands like Gatorade, Coca Cola, the Discovery Channel, and AMC to understand their buyers through qualitative interviews — which is just a fancy way of saying that he talks to them and asks them thoughtful questions. This episode will resonate with anyone who wants to bring more curiosity, empathy, and understanding into their business. What I hope you take away is that you ALWAYS have something to learn, and the fastest way to learn it is to engage in meaningful dialogue with your customers, and sincerely listen to what they have to say to you. I hope you enjoy the show.

Heather Pepe, the Manager of Solutions Marketing at Calendly discusses how win-loss analysis data benefits leaders across the entire company, helping them create strategic alignment, and address issues to build and sell top-of-class products to their customers.

Rex Galbraith, CRO at Consensus, uses win-loss analysis feedback to optimize his sales team's effectiveness by helping them better understand why they should NOT be selling to, giving them more confidence when negotiating pricing, and more. Find out why Rex decided to outsource their win-loss program, and just some of the direct benefits they've seen since doing so.

What would you have to change for you to win more deals than you lose? What would it do for your business, quota, morale, and stress levels? In today's episode, we chat with Andy Paul about the number one metric revenue leaders need to hone in on—especially if they want to be successful during an economic downturn. (HINT: It's not pipeline.)

In this episode, Cam "The Win-Loss Guy" England explains the natural evolution a business goes through as they seek answers to questions about why they win and lose business, and how much more confident leaders become when they get their answers directly from buyers and customers.

In this interview with Tom Rowe, SVP of Sales at ChiliPiper.com, you'll learn what B2B sales teams should be doing to convert more leads into buyers simply by improving responsiveness.

Revenue leaders are leaving millions of dollars on the table because they don't have a dedicated process or person to help them expand and retain their most valuable customers. Find out how to level up your expansion and retention game from Michael Tuso, founder of Callypso.co

Product Marketers want to drive win rates and drive revenue by influencing pricing and packaging, product roadmap, the sales process, and more. But you can't impact overall strategy unless you have trust and influence within your organization. In this episode, Hugo Macedo shares how product marketers can improve relationships with revenue leaders to have a greater impact on the organization.

Some revenue leaders know pipeline isn’t the only lever they can pull to help them hit quota more confidently and consistently. Today, you'll learn the 2nd lever you can pull to help you hit your revenue goals.

Today, you’re going to learn how to report your biggest and most valuable win-loss insights to other leaders in your company in a way that gets them excited to make changes to their processes and strategy to ultimately win more deals and generate more revenue.

Today we’re going to give you some tips on how to take all of that long-form, qualitative feedback you've gathered in your win-loss interviews, and turn it into something valuable so you can create an action plan that will drive change and increase revenue.

Chase Pendleton and Scott Varner—two of the best win-loss program managers at Clozd—are going to give you a crash course on how to conduct a top-notch win-loss interview that will reveal to you some of your greatest weaknesses as a company, and often some of your greatest strengths.

People are busy, their calendars are packed and their inboxes are full—and carving out 30 minutes to tell you what they didn’t like about your sales process is probably not at the top of their priority list. So, how do you get them to schedule time to sit down and talk with you?

If you ask the wrong questions, or you ask the right questions in the wrong order, or you spend too much time on one topic, or you accidentally introduce bias into your buyer’s mind—you could end up with inaccurate feedback from your buyers, and damage the value of your win-loss program.

In business, nothing is more important than the perception of your buyers. It doesn’t matter how good your sales process, marketing messaging, customer experience, product, or service are… if your buyers perceive your sales process as being confusing, or your marketing messaging as annoying, or your product as inferior to your competition. In order to build your strategy around your buyers’ perception, you need to be talking to them to better understand what they perceive your strengths, weaknesses, and what they think about you in relation to the competition. That’s where a strong win-loss analysis program comes into play.

We sit down with two of the best Competitive Intelligence professionals in the business, Alysse Nockles and Monique Eddleton to better understand how they use win-loss analysis in their Competitive Intelligence programs to understand who their true competitors are, and how they use that information to empower leaders in their company to confidently create a rock solid strategy that results in winning more deals and delighting more customers.

Buyers want sales reps they can trust to help them make the right decision. Stop acting like a salesperson, and instead act like a consultant who cares about helping buyers accomplish their biggest priorities.