More salespeople than ever before are failing to achieve quota.

More opportunities than ever before are ending in a no-decision outcome.

Why do we win or lose deals, or why do prospects end up doing nothing and retain the status quo?

Important questions, so why don't we really know the answers? 

Sellers state they see the value in win-loss analysis, they know they should do more, but somehow they just don't get done.

Wayne Cerullo gives us expert insight from working with hundreds of companies and tells us that buyers hire companies, they don't buy their products or services anymore. 

In most cases companies instigate loss analysis after a big and disappointing loss. 

But this only offers a limited perspective, every opportunity to learn why should be taken.

That should not only be about why you win or lose but also about why your competitors won or why the buyers failed to make a decision.

It's incredibly difficult to differentiate on a product and service level. The buying experience is now a key differentiator for buyers.

Don't assume what that experience should be, learn from the buyers.