Coffee & Compete How to Conduct Win-Loss Interviews with Sellers w/ Dan Hamilton, VP of Competitive Strategy @ Salesforce
Feb 21, 2025
Dan Hamilton, the VP of Corporate Strategy at Salesforce, shares his expertise on conducting win-loss interviews with sellers. He emphasizes the critical role that seller insights play in understanding the sales process. The conversation covers the unique structures of these interviews and the need for dynamic approaches to prioritize deals. Dan also discusses how combining seller and buyer perspectives enriches analysis, fostering better insights for leadership decisions. Tune in for practical tips on connecting with sales teams to enhance win-loss research!
AI Snips
Chapters
Transcript
Episode notes
Seller Interviews Speed Up Deal Intelligence
- Seller interviews give faster, high-volume deal context than only interviewing buyers.
- They reveal internal mechanics and help maintain ongoing AE relationships for continuous intelligence.
Internal Mechanics Often Explain Deal Outcomes
- Seller interviews overlap with buyer interviews but dive deeper into internal process and enablement issues.
- They surface things customers won't see, like policies, seller skills, and internal blockers.
Start With The AE, Expand Only When Needed
- Prioritize interview participants based on speed and availability, starting with the AE and expanding as needed.
- Follow up with SEs or leaders only when their perspective adds clear technical or cross-account context.