Three Lessons from Delivering Win-Loss to Leadership

Adam McQueen

At Klue, we’re 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’s reaction, in our latest episode of Coffee & Compete, or stick around for the highlights.

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

Leverage video for maximum impact

“There’s just nothing more powerful than a room of executives sitting and listening to your customers say things in their own opinions” — Katie Berg, VP Marketing, Klue

Nothing beats the power of your customer’s own words.

We’ve 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’s 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

“Depending on which team I’m talking to, I’m taking different snippets from those interviews and stitching them together.” — Hunter Sones, Competitive Enablement Manager, Klue

One size doesn’t 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

“It was so super relevant because it’s 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.” — Katie Berg

Make sure your win-loss analysis isn’t just interesting—it’s relevant.

Connect your insights directly to current company initiatives or priorities.

When your analysis aligns with what’s top of mind for leadership, it immediately becomes more actionable and impactful. This approach ensures your insights don’t just inform—they drive strategy.

In our case — and yep, it’s meta — 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 ‘look under the hood’ of how we compete at Klue, and grab some tactics for yourself, then check out our Coffee & Compete podcast every other Thursday.

We also have our Executive Summary Template that our own win-loss experts at Klue use, to help present your win-loss findings to leadership.

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