blindspots advance copy 1
Part 2 and Part 3 of Ryan Sorley’s advance-copy book expand on operationalizing win-loss research. These chunks emphasize designing demo and sales interviews, using surveys, constructing interview guides (including the ‘‘Hail Mary’’ final open question), recruiting and qualifying interview candidates (research cohorts, target late-stage deals, reach within 90 days), interviewer selection and training, logistics (video on, record/transcribe), text-tagging and analysis, packaging deliverables (deal reports, executive summaries, sales enablement, product/marketing briefs), forming a win-loss committee to drive actions using RACI, measuring impact, and keeping the program adaptive and ongoing.
Questions this document answers
At least ten interviews from each research cohort, aligned with deals closed (won or lost) within the last 90 days.