Lucas
B2B Marketing with Fexingo: Enterprise Demand Gen, ABM, and Long Sales Cycles
How B2B Marketers Use Win-Loss Analysis to Close More Deals
- Published
- June 26, 2026
- Duration
- 11:28
- Summary source
- description
- Last updated
- Jul 5, 2026
Discusses Episode 75 of B2B Marketing with Fexingo dives into win-loss analysis — the systematic practice of i…
Summary
Episode 75 of B2B Marketing with Fexingo dives into win-loss analysis — the systematic practice of interviewing buyers who chose you or a competitor to uncover why deals close or slip. Lucas and Luna break down a case study from Gong, which analyzed 1.2 million sales calls and found that winning deals feature 45% more 'customer language' — words like 'you…
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Show notes
Episode 75 of B2B Marketing with Fexingo dives into win-loss analysis — the systematic practice of interviewing buyers who chose you or a competitor to uncover why deals close or slip. Lucas and Luna break down a case study from Gong, which analyzed 1.2 million sales calls and found that winning deals feature 45% more 'customer language' — words like 'your team' and 'your timeline' — while losing deals are dominated by vendor-centric talk. They explain how to structure win-loss interviews, what