Coffee & Compete
The Ultimate Win-Loss Guide w/ Ryan Sorley
Mar 21, 2025
Ryan Sorley, VP of Win-Loss and co-founder of Klue, is gearing up to launch his book, 'Blindspots,' which aims to revolutionize win-loss strategies. He dives into the importance of storytelling in competitive analysis and shares insights from a pivotal $40 million decision that reshaped vendor communication. Ryan also discusses the challenges of writing the book, emphasizing the need for clarity. Listeners will learn how effective win-loss analysis can empower product marketers and improve competitive outcomes through collaborative efforts and reliable data.
25:58
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Quick takeaways
- Win-loss programs are essential for deriving actionable insights that enhance strategic decision-making and improve overall business outcomes.
- Ryan Sorley's upcoming book 'Blind Spots' aims to modernize win-loss analysis by incorporating contemporary examples and adapting to evolving market dynamics.
Deep dives
Understanding Win-Loss Programs
Win-loss programs are designed to analyze the reasons behind winning or losing business deals, and a well-structured program can significantly enhance strategic decision-making. The podcast emphasizes the need for organizations to develop actionable insights from win-loss data, leading to better business outcomes. It highlights how effective communication and planning are essential for gathering data through interviews and surveys, which can provide clarity on customer perspectives. For example, the story of a Chief Information Officer's experience with a preferred vendor illustrates how poor responsiveness impacted a $40 million deal and underscores the importance of understanding client needs.
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