Every closed-lost deal leaves behind a trail of evidence: buyer objections, competitor mentions, the exact moment momentum quietly died. And yet, most GTM teams never bother to investigate it. This session turns win-loss analysis into an investigation: how to read the evidence buried in your CRM, sales calls, and buyer conversations to find out what's actually driving (or killing) deals. You'll leave knowing how to build a process that turns those findings into sharper positioning, tighter sales alignment, and a pipeline you can actually trust. Key takeaways: - How to spot the real patterns behind wins, losses, and deals that quietly stall out - Turning raw buyer and competitor feedback into messaging that actually holds up - Finding exactly where deals break down in the funnel — and fixing it before it repeats - Building a win-loss process that runs itself and keeps paying off deal after deal