Companies rarely understand the real reasons why they win and lose deals. Most analysis is conducted internally around the meeting table where inherent bias and guesswork rule. Cian McLoughlin shares with us the benefits of doing thorough and independent Win-Loss analysis and how to get the real Customer's Voice. Getting this right can really help sales leaders make changes to their approach, and prioritise development areas for their sales team.

Cian McLoughlin is the author of Rebirth Of A Salesman, and founder of Trinity Perspectives, a sales consulting firm specialising in Win-Loss Analysis.