Learn how to use win-loss to keep your org informed and drive change
Hunter Sones
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:
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
Form a Win-Loss Committee with representatives from research, customer success, product, sales, and marketing to review monthly findings and drive action items
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:
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.”
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.”
On Distribution: “Most win-loss programs stop at collecting insights. The key is creating a system for taking action on what you learn.”
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