<p>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.</p><p>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.</p>

The only thing worse than missing revenue goals is not knowing why. Your buyers have the answers. Ironically most organizations don't have the systems in place continuously get feedback from buyers about why they're winning and losing.

Clozd has conducted tens of thousands of buyer interviews, and on The Win Loss show, we'll show you the most common reasons B2B companies win and lose deals, and show you how you can leverage buyer intelligence to increase win rates, improve your sales strategy, strengthen your marketing messaging, build better products, and retain more customers.