The Win-Loss Show

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.

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.)

When a sales team sees pipeline dry up and revenue begin to drop, leaders begin to scramble for answers. 

"Why did we lose that big deal?" 

"What product features are we missing?" 

"Which competitor is undercutting our pricing?" 

Finding answers to these questions is like being given the cheat code to improve win rates, and drive more revenue. 

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.

What do you think happens when you have a high-intent lead who fills out a form and it takes you days to respond and over a week to book a meeting? 

How will a buyer respond when they pull together an entire buying committee to check out a demo, and you spend 25 or your 30 minutes qualifying them? 

👎 What happens is... you lose the deal. 

They might tell you it's because of pricing or timing... but really, it's because your responsiveness and sales motion is too clunky, slow, and tailored to your needs, not your buyers. 

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.

Michael Tuso was the first sales leader hired at ChiliPiper back when the company had less than a million dollars in annual recurring revenue.

He then helped them scale through a seed round, a series A round, and a series B round of funding until they reached a valuation of over $350 million. Michael hired, coached, and trained dozens of salespeople and built out processes for the entire revenue org from scratch, including STRs, AEs, and account managers.

Ever since he started selling, he noticed that it was really difficult for sales teams to figure out how to grow and expand customers once they landed them—And that's why he's founded his new company, Calypso, which is dedicated to helping companies expand and retain their current customer base. 

In this economic climate, I can't think of a better guest to have on the show to learn more about how to drive net revenue retention, their Michael Tuso.