Nobody wants to hear this after losing a deal, but sometimes the reason you lost has nothing to do with your product, your pricing, or your presentation. Sometimes you lost because the buyer just didn’t like you. Not your company. Not your offering. You. This is the sales equivalent of being told you have something

Every sales organization has its own set of comfortable lies. These are the assumptions that live in the space between what everyone knows and what nobody says out loud. They survive in quarterly reviews, strategic planning sessions, and coaching conversations because questioning them feels dangerous. After all, if you’ve built an entire go to market

Every executive team lives inside a story. They tell themselves this story at meetings, in quarterly reviews, during board presentations. The story explains why customers choose them, why prospects walk away, why the market behaves as it does. The story is usually coherent, sometimes inspiring, and almost always incomplete. Win-loss analytics is the practice of