{"href":"https://api.simplecast.com/oembed?url=https%3A%2F%2Fwinlossshow.com%2Fepisodes%2Fhow-to-grow-your-win-loss-program-nGUCf9DD","width":444,"version":"1.0","type":"rich","title":"How to grow your win-loss program—an interview with Tirrah Switzer","thumbnail_width":300,"thumbnail_url":"https://image.simplecastcdn.com/images/5c4508df-d8d2-414d-bde1-dde4d38a4fae/e4216f77-8503-4575-9caa-a98aa7927fa3/tirrah-switzer-headshot.jpg","thumbnail_height":300,"provider_url":"https://simplecast.com","provider_name":"Simplecast","html":"<iframe src=\"https://player.simplecast.com/febb0b54-dbd7-4225-92d5-a48ce8a0b391\" height=\"200\" width=\"100%\" title=\"How to grow your win-loss program—an interview with Tirrah Switzer\" frameborder=\"0\" scrolling=\"no\"></iframe>","height":200,"description":"Most win-loss program typically gets started because a leader at the company wants answers to a big, important question. Why do we keep losing to competitor X? Why is this new product not selling? Why has our win-rate dropped so much? Once leaders start to get their hands on a few super-insightful buyer interviews, they get hungry for more. In today’s episode, I sit down with Tirrah Switzer, Senior Director of Product Marketing at Community Brands, to talk about how a win-loss program can grow and mature over time — especially after the initial business questions get answered.\n\nShe’s done an incredible job at finding new questions to ask and problems to solve using the methodologies and technology of modern-day win-loss analysis. It will give you an idea of the immense value companies get out of having ongoing conversations with their buyers."}