You can fool yourself into thinking you’re busy.

You can fool yourself into thinking you’re busy, but are you really moving the business forward?"

That's one insight shared by Brady Jensen on the ProServ Podcast, hosted by Greg Alexander.

It emphasises the importance of evaluating actions for impact, not just activity. Win-loss reviews provide the clarity needed to distinguish between actions that drive growth and those that waste time. Without this process, firms risk misallocating resources and losing valuable opportunities to competitors.

Yet, it’s easy to avoid win-loss reviews, assuming they’re too difficult or time-consuming.

When that happens, leaders operate on assumptions, missing the true reasons for wins and losses.

5 of Brady’s suggestions to implement win-loss reviews effectively:

1️⃣ Conduct reviews shortly after decisions.
↳ Memories fade quickly—capture feedback while it’s fresh.
↳ Ask for interviews within 1-2 weeks of a decision.

2️⃣ Focus on buyer perceptions, not internal assumptions.
↳ Dig into why they made their choice.
↳ Use open-ended questions to uncover insights.

3️⃣ Make it easy for participants to engage.
↳ Offer a charitable donation or honorarium for losses.
↳ Follow up persistently but respectfully.

4️⃣ Run reviews quarterly for consistent insights.
↳ Aim for 10-15 reviews per quarter if deal flow allows.
↳ Adjust frequency based on your sales volume.

5️⃣ Translate findings into actionable steps.
↳ Identify patterns across deals and share with key teams.
↳ Use insights to refine messaging, product, and sales strategies.

These are useful ideas.

Win-loss reviews aren’t just a best practice—they’re a competitive advantage for firms that prioritize clarity over assumptions.

And there were a whole lot more insights. So, get a Front Row seat and listen to the whole podcast.

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P.S. Please share your recommendation for my next Front Row listening.
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