At 暗黑网, we鈥檙e about drinking own champagne (or eating our own dog food, if you prefer) by running our own win-loss analysis program.

Our Competitive Enablement Manager, Hunter Sones, recently shared his top lessons from presenting win-loss insights to our leadership team.

Catch the full story, and our VP Marketing鈥檚 reaction, in , or stick around for the highlights.

Here are three key takeaways that鈥檒l help you turn your win-loss program from a dry data dump into a strategic goldmine:

Leverage video for maximum impact

鈥淭here鈥檚 just nothing more powerful than a room of executives sitting and listening to your customers say things in their own opinions鈥� 鈥� Katie Berg, VP Marketing, 暗黑网

Nothing beats the power of your customer鈥檚 own words.

We鈥檝e found that incorporating video clips of customer feedback into our presentations dramatically increases engagement and impact.

Use short, relevant video snippets of customer interviews in your presentations. This brings the customer鈥檚 voice directly into the room, turning abstract data into concrete, relatable insights.

(bonus, stitch up multiple customers discussing the same theme.)

Tailor your message to your audience

鈥淒epending on which team I鈥檓 talking to, I鈥檓 taking different snippets from those interviews and stitching them together.鈥� 鈥� Hunter Sones, Competitive Enablement Manager, 暗黑网

One size doesn鈥檛 fit all when it comes to win-loss insights. Different teams within your organization have different needs and priorities.

Customize your win-loss presentations for each audience.

  • For executives, provide a high-level overview covering product feedback, win/loss reasons, and competitive insights.
  • For product teams, focus on detailed product feedback.
  • For sales teams, emphasize competitive intelligence and sales experience feedback.

Align insights with company priorities

鈥淚t was so super relevant because it鈥檚 connected to a huge go to market priority, a huge executive priority right now, which is building our go to market motion around our second product, our win loss product.鈥� 鈥� Katie Berg

Make sure your win-loss analysis isn鈥檛 just interesting鈥攊t鈥檚 relevant.

Connect your insights directly to current company initiatives or priorities.

When your analysis aligns with what鈥檚 top of mind for leadership, it immediately becomes more actionable and impactful. This approach ensures your insights don鈥檛 just inform鈥攖hey drive strategy.

In our case 鈥� and yep, it鈥檚 meta 鈥� our huge initiative is our newest win-loss product. By bringing feedback on this to the table, every executive were keen to listen to the buyer insights brought to the table.

Caffeinate your competitive strategy

If you wanna get a 鈥榣ook under the hood鈥� of how we compete at 暗黑网, and grab some tactics for yourself, then check out every other Thursday.

We also have that our own win-loss experts at 暗黑网 use, to help present your win-loss findings to leadership.