John Notman from Wrike shares how he leveraged his product marketing background to build Wrike’s competitive intelligence program from scratch. Learn how he ramped up and rolled out the program, and the role win-loss analysis has played in it all.

Guiding Customer Messaging with Win-Loss Analysis

Daryl Pinkal, CTO at Clozd, highlights creative and simple ways that forward-thinking companies use technology to increase the ROI of their win-loss programs.

Sanjay Puri, VP of Product Marketing at Avalara, shares advice about evangelizing the key insights from your win-loss analysis to drive meaningful change for your organization.

Eric Judd from Pluralsight walks through the process of turning a small-scale, win-loss interview pilot into a company-wide initiative with cross-functional collaboration and adoption.

Glen Remy from NICE inContact explains why he uses win-loss interviews to feed his comprehensive competitive intelligence program.

Tim Caito, Senior Partner at Force Management, discusses how to sell smarter, ensuring you spend time on the right opportunities. He shares best practices for ensuring you win the deals you want to win and lose the deals that you shouldn’t be in.

Rachel Barker from SAP Qualtrics highlights how win-loss analysis helps her product marketing team understand their buyers, identify market demand and trends, and craft winning go-to-market strategies.

Ilya Leybovich of VMware chats with Cam Mackey, CEO of SCIP, about strategies and techniques that can help an organization get the most out of their win-loss data, including advice on how to get key insights in front of key business leaders.

Richard King from Product Marketing Alliance highlights the benefits of conducting win-loss interviews and some key fundamentals to consider as you implement the practice.

Ben Scheerer from Red Hat shares practical experience on how to overcome the top 5 challenges you’re sure to face when implementing a large-scale win-loss initiative.

Amanda Ladd from Businessolver shares practical advice on how to convince your leadership team to support and fund an outsourced win-loss program.

Benson Metcalf, COO of SaltStack shares how accurate and detailed win-loss data can empower executive teams in the process of raising new rounds of funding.

Todd Middlebrook of the Pragmatic Institute explores the many different questions that win-loss analysis can answer, and how identifying the problem you are trying to solve is key to determining your line of questioning for win-loss interviews.

How CRO’s Can Use Win-Loss Analysis to Influence Product Strategy & Roadmap

David Lorti and Ryan Smith from Armor Cloud Security discuss how Armor needed better market, competitor, and customer data to fuel the next stage of the company’s evolution and growth. The solution was simple but game-changing: win-loss interviews and analysis.

Josh Parenteau from Google Looker highlights best practices to pursue (do’s) and pitfalls to avoid (don’ts) when making win-loss interviews a part of your CI program.

Spencer Wixom, SVP of Marketing at Challenger Inc. explores how win-loss interviews and analysis can drive meaningful improvements in sales execution and performance.

Neeharika Nagisetty (VP Product Marketing) and Brittani Grabell (PMM) at Billtrust provide a 360-degree view on win-loss analysis for product marketers - why they should own it, what the benefits are, and what to look for in a vendor.

Richard Sgro from Modern Sales Pros chats with Austin Bankhead, President of Unicorn Rev Ops, about common misconceptions that sales teams may have about win-loss analysis and why high-performing sales teams embrace the practice.

Brandon Penn from Twilio answers questions about Twilio's approach to win-loss analysis and how they have leveraged key insights to power some of their most important strategic initiatives.

Adrienne Whitten and J.J. Haglund from Adobe discuss the challenges and triumphs of getting key stakeholders to understand the value of a third-party win-loss interview program.

Rich Nutinsky, a Master Instructor at Pragmatic Institute, highlights 3 ways that product managers can leverage win-loss analysis to drive impactful discussions, product alignment opportunities and ROI-proven results in their next executive meeting.

Neha Shah from Salesforce discusses key factors to look for when selecting a win-loss vendor, and how working with the right partner to capture programmatic win-loss intelligence can directly impact revenue.

Saber Sherrard and Johnny Hanson of Bain & Company's commercial excellence practice discuss ways that B2B marketers are often misaligned with B2B buyers, and the role that strategies like win-loss analysis can play in improving the alignment between B2B marketers and buyers.

Andrew Peterson and Spencer Dent, co-founders of Clozd, explore how win-loss analysis is being reinvented by some of the world's most innovative brands and what a "best-in-class" win-loss program will look like 5 years from now.