Willem Maas is the Founder and President of Growth Velocity Inc., a rigorous, tech-enabled Win/Loss Analysis consultancy for complex sales. He’s led dozens of win/loss analysis projects and debriefed more than 500 win/loss buyers for companies including Reltio, ServiceChannel, and Lightbend. In this guide, he walks through building a Win/Loss Analysis program, including outreach methods to increase participation rates, conducting illuminating interviews, and producing actionable analysis.