Name: Blindspots
Author: Ryan Sorley

About the Book

For years, your company has struggled to understand why it’s winning or losing deals. What little data you have is unreliable at best and misleading at worst. So when leadership decides to launch a formal win-loss program, you leap at the opportunity to spearhead the effort. There’s just one question: what does a successful win-loss program even look like? In Blindspots, Ryan Sorley shares how to build a sustainable win-loss program that will generate actionable insights and give your company a much-needed competitive advantage. This comprehensive guide lays out all the essentials—including how to gain leadership buy-in, develop your program tool set, conduct meaningful interviews, and generate value-packed deliverables that will drive positive change across your organization. Packed full of models, templates, and stories, Blindspots is the guide you’ve been searching for to transform your win-loss program, generate invaluable insights, and—most importantly—close more deals.

Praise

“Building a winning sales culture requires a deep understanding of why you win and why you lose. A finely tuned win-loss makes all the difference when trying to implement the best go-to-market strategy, increase seller productivity, and decrease ramp time. In Blindspots, Ryan provides a compelling, step-by-step guide for building a program that delivers game-changing results.”

— Jody Rennick Kohner, EVP of Global Enablement at Salesforce.

“Win-loss programs provide pure signal. Ultimately it's buyer choice that determines the success or failure of an enterprise. And yet most leaders depend on a distorted and biased game of telephone from sales reps to understand their market position. Thoughtfully designed win-loss programs lead to better decisions and better outcomes. Ryan gives us the playbook.”

— Brian Murray, Partner and COO, Craft Ventures.

“As an investor and a board member, I see it clearly: companies with robust win-loss programs have a superior understanding of their market. Ryan reveals how to build a program that informs and elevates your go-to-market thinking.”

— Eugene Lee, Partner, OMERS Ventures.

About Ryan Sorley

Ryan Sorley is the Vice President of Win-Loss and Co-founder of Klue, and a leading authority on win, loss, and churn research programs. Ryan and his team design, build, and run third-party win-loss programs for progressive B2B tech and manufacturing companies, enabling them to make smarter go-to-market decisions and stay ahead of the competition. Before joining Klue, Ryan spent over fifteen years at leading research firms like Gartner, AMR Research, and Forrester. In 2014, Ryan founded win-loss research firm DoubleCheck Research, which was later acquired by Klue. He hosts the Blindspots podcast from his home outside of Boston, where he lives with his family and not-so-mini bernedoodle, Meeko.