Article · 15 min read

How to Run Win/Loss Interviews That Surface Real Competitive Intel

Debriefing Free Intermediate

Answers the operational questions that stop most teams from starting: how many interviews before the patterns are real, who should run them, and why the rep who worked the deal must never run it.

  • 15 to 20 interviews per quarter is the minimum for most B2B companies to see a meaningful pattern.
  • Target a sample of 40 percent wins, 40 percent losses, 20 percent no-decisions.
  • Interview deals closed in the last 30 days; buyer memory degrades fast after 60.
  • Spend 60 percent of the call on follow-up questions, and expect a 25 to 40 percent response rate when recruiting.
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The question it answers

  1. Our CRM says we lose on price. I do not believe it. How do I find the real reason, and what does it say about who we should be selling to?

Read with it

  1. Podcast · 80 min listen 7 Myths About Selling B2B SaaS In India ft Unicommerce Founder Kapil Makhija Siddhartha Ahluwalia with Kapil Makhija
  2. The interviewing craft, not the theory: how to open so people feel safe being blunt, how to use five whys past the polite... Klue Article · 14 min read How to Conduct Win-Loss Interviews: Step-By-Step Guide Klue
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