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Blindspots : The Ultimate Guide to Building a Better Win-Loss Program - Ryan Sorley

Blindspots

The Ultimate Guide to Building a Better Win-Loss Program

By: Ryan Sorley

Hardcover | 2 April 2025

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Hardcover

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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.

Industry Reviews

"Too many B2B companies make decisions based on hunches and bad data. Drawing on hundreds of win-loss programs, Ryan Sorley shows how to replace guesswork with real buyer insights."

- Jeremey Donovan, EVP of Revenue Operations & Strategy at Insight Partners, adjunct professor, and author.

"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.

You Can Find This Book In

Non-FictionBusiness & ManagementSales & MarketingManagement & Management TechniquesManagement of Specific AreasSales & Marketing Management

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