Template

The Forrester Win/Loss Interview Guide

January 1st, 2018

Summary

B2B buying behavior is shifting dramatically; conducting win/loss interviews helps organizations better understand these shifts. Conduct interviews based on four key categories: buying process, marketing effectiveness, sales effectiveness, and product/solution fit. Choose your interviewer carefully; there are both positives and negatives to using internal and external resources. Craft questions precisely to produce the feedback needed to understand why some sales efforts result in closed deals while others fail. In this report, we share guidance on how to increase win/loss interview effectiveness as well as a template for building a win/loss interview guide.

Want to read the full report?

This report is not available for purchase at this time.

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.