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The Forrester Win/Loss Interview Guide

January 1st, 2018
With contributors:
Amy Hayes , Barry Vasudevan , Beth Caplow , Barbara Winters , Katie Fabiszak , John Buten

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.

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