Every quarter, your company wins some deals and loses others. Do you actually know why? A strong CI program gives you the unfiltered truth about how buyers make decisions—and turns that into action across sales, product, and marketing. In this workshop, you'll learn the CI Impact Cycle: a four-part framework for building a CI program that actually moves the business. We'll cover how to structure win-loss interviews that surface unfiltered buyer truth, build reporting that captures why you win and lose at scale, run a cross-functional council that turns insights into decisions, and get competitive intelligence back to sales and product in formats they'll actually use. You'll leave with four AI-enabled templates you can put to work immediately. Key learnings: - How to build a win-loss interview program that gets you the truth sales won't tell you - An approach for reporting on win-loss data so the insights are actually usable - Why you need a win-loss council and why they should meet regularly to drive action - How to translate insights into battlecards, AI agents, and GTM tactics that help you win more