How PMMs can use win-loss to lead the GTM conversation
Jonathan Johnson and Dani Talbot explain how product marketing managers can leverage win-loss analysis to transform customer feedback into actionable insights that align go-to-market strategies and establish product marketing as a central, strategic voice across sales, product, and marketing teams.
Jonathan Johnson & Dani Talbot
Director of Product Marketing & Growth & Head of Marketing
In this session, Dani and JJ share how win-loss analysis can elevate the role of product marketing by delivering insights that drive action across sales, product, and beyond. Learn how to turn raw feedback into GTM alignment, and position yourself as the voice of the customer—at the center of strategy, not the sidelines.
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Talya Heller, a product marketing consultant, emphasizes the critical role of win-loss analysis in informing go-to-market strategies and competitive positioning by leveraging customer interviews, CRM data, and cross-functional insight sharing to improve product features, messaging, and market understanding, while addressing challenges like customer engagement and data management.
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Win-loss for product marketing: Why every product marketing program needs win-loss interviews.
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Clozd | G2
Laura Horton, Sr. Director of Product Marketing at G2, explains how their win-loss analysis program, involving in-depth interviews and health surveys, complements traditional customer feedback by capturing detailed insights on the sales process and renewals, which are shared via Slack channels and quarterly reports to inform GTM and product teams, with plans to refine the program further through enhanced collaboration with customer success to continuously improve customer experience and go-to-market strategies.