In what felt like a real “steal the playbook” session, Hunter Sones shared his personal system for turning win-loss data into organizational action. This practical talk was loaded with insights as Hunter broke down the five different ways he distributes win-loss intelligence at Klue: from a unique Voice of the Market Board, to monthly Win-Loss Committee meetings, to Executive Summary Read-Outs, Functional Team updates, and Action Planning sessions.

🌶️ Pipin’ Hot Takeaways:

1. Create a self-serve “Voice of the Market Board” where sales teams can quickly access win-loss stories, complete with video snippets of buyer feedback and key quotes organized by competitor and product line
2. Form a Win-Loss Committee with representatives from research, customer success, product, sales, and marketing to review monthly findings and drive action items
3. Incorporate video snippets of buyer feedback in executive presentations – seeing and hearing real customers discuss their decisions dramatically increases engagement and drives home key insights

🎤 Mic Drop Moments:

1. On Video Impact: “We started incorporating video in a much more meaningful way in our last few win-loss executive summaries, and holy smokes—the engagement was insane. It added a whole new dimension to these interviews.”
2. On Sales Adoption: “We’ve had sellers saying they’re using insights from the Voice of the Market Board to inform how they’re responding to RFPs. The SDRs say whenever there’s a new story, that’s the first thing they want to review.”
3. On Distribution: “Most win-loss programs stop at collecting insights. The key is creating a system for taking action on what you learn.”

Session Slides 👇