 Program Management Associate - Win-Loss

Research Director

Video + Slides

<div><div style="left: 0; width: 100%; height: 0; position: relative; padding-bottom: 56.25%;"><iframe src="https://www.youtube.com/embed/ZFJQLGnxb5s?rel=0&amp;start=1730947451659" style="top: 0; left: 0; width: 100%; height: 100%; position: absolute; border: 0;" allowfullscreen="" scrolling="no" allow="accelerometer; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share;"></iframe></div></div><p>Jen Doyle and Aldona Dye broke down the art of conducting effective win-loss interviews using Klue’s DEPTH model (Details, Engaged, Personal, Trust, High-impact). Through practical examples and techniques, they emphasized how proper buyer targeting and interviewing skills can uncover crucial competitive insights that move beyond surface-level feedback like “we lost on price.”</p><p>🌶️&nbsp;<strong>Pipin’ Hot Takeaways:</strong></p><ol><li data-list="ordered"><span class="ql-ui" contenteditable="false"></span>Build target lists with three key criteria: clear learning objectives (if we knew X, we could do Y), proper CRM segmentation (90-day window, late-stage losses), and enough volume (50-60 qualified deals for 10-12 interviews)</li><li data-list="ordered"><span class="ql-ui" contenteditable="false"></span>Apply the DEPTH framework—stay Detail-oriented with follow-ups, stay Engaged with empathy, keep it Personal with role context, establish Trust as a neutral party, and maintain High-impact alignment with program goals</li><li data-list="ordered"><span class="ql-ui" contenteditable="false"></span>Focus on quality over quantity—aim for 10-15 excellent questions in a 30-minute interview, using open-ended prompts like “That’s interesting, tell me more about that” to uncover deeper insights</li></ol><p>🎤&nbsp;<strong>Mic Drop Moments:</strong></p><ol><li data-list="bullet"><span class="ql-ui" contenteditable="false"></span><strong>On Details</strong>:&nbsp;<em>“It’s not enough for them to say ‘there were some features we liked.’ What features were those? What was that use case? We really want to follow up.”</em></li><li data-list="bullet"><span class="ql-ui" contenteditable="false"></span><strong>On Building Trust</strong>:&nbsp;<em>“Using a third party is very helpful in building trust. They know we’re an unbiased party, and that’s one of the benefits of the Klue interviews.”</em></li><li data-list="bullet"><span class="ql-ui" contenteditable="false"></span><strong>On Roles</strong>:&nbsp;<em>“Be conscious if you’re speaking to an end user or a decision maker buying for end users—it’s a very important and distinct role that you need to adjust your questions for.”</em></li></ol><p>Session slides below:</p><div><div style="left: 0; width: 100%; height: 0; position: relative; padding-bottom: 129.4118%;"><iframe src="https://drive.google.com/file/d/1T-CQnDYNfwvEsDI9-w03N43vcPbYRLm4/preview?usp=embed_googleplus" style="top: 0; left: 0; width: 100%; height: 100%; position: absolute; border: 0;" allowfullscreen=""></iframe></div></div><p><br></p>

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How to Recruit and Conduct a Win-Loss Interview

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