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.
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The Clown Car
- Ryan Sorley shares a story about a CIO of a shoe retailer who was dissatisfied with a preferred vendor.
- The CIO ultimately chose a less-preferred vendor due to their clarity and responsiveness, highlighting the importance of addressing customer needs.
The Mountain Range Analogy
- Use the "mountain range" analogy to plan win-loss interviews.
- High peaks represent primary objectives, snow caps are surveys, and the base is deep-dive interviews.
Blindspots as Ammunition
- Use the book "Blindspots" as ammunition when requesting actions from stakeholders.
- It provides best practices and stories to support requests, such as buy-in from the sales organization.
