Episode #221: Strategy | In this episode, Matt Carnevale sits down with Drew Giovannoli, founder of Buried Wins, to dive deep into Win/Loss analysis and how product marketers can use it to drive better sales, positioning, and competitive strategy. Drew shares how he helps B2B companies turn customer insights into revenue-driving decisions, plus the three key changes every product marketer should make to get promoted.
Matt and Drew cover:
- Why you shouldn’t obsess over lost deals - and how to focus on winning more of the right customers instead.
- How competitive intelligence can shape your positioning and sales strategy.
- How to structure Win/Loss programs to influence product, sales, and marketing strategies.
Timestamps
- (00:00) - - Introduction to Drew
- (04:37) - - What is Win/Loss analysis and why it matters
- (07:14) - - Why companies obsess over lost deals (and why that’s a mistake)
- (09:32) - - The real value of analyzing won deals instead of just losses
- (12:03) - - How to identify your best customers and find more like them
- (13:55) - - The power of competitive intelligence in shaping positioning and sales
- (16:08) - - How to ethically gather insights from former competitor employees
- (19:18) - - Common mistakes companies make when running Win/Loss programs
- (21:33) - - How to structure a Win/Loss interview for maximum insights
- (25:35) - - The key questions to ask during Win/Loss interviews
- (28:53) - - Why sales and marketing alignment is critical for Win/Loss success
- (32:18) - - How Win/Loss analysis can influence product roadmap decisions
- (35:03) - - The best way to present Win/Loss findings to executives
- (37:33) - - How to turn insights into action and drive real business impact
- (40:38) - - A step-by-step guide to launching a Win/Loss program
- (43:45) - - Final takeaways and advice for product marketers
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The Exit Five CMO Podcast (Hosted by Dave Gerhardt)