Win/loss programs are often viewed as "nice-to-have" research projects rather than essential revenue drivers. In an era of scrutinized budgets, growth leaders must be able to move beyond anecdotal success stories and provide concrete evidence of financial impact. Proving the ROI of win/loss is not just about justifying the program's existence; it is about demonstrating how specific insights lead to higher win rates, larger deal sizes, and more efficient marketing spend. This session provides a comprehensive framework for quantifying the value of your win/loss efforts. We will discuss how to track the "insight-to-action" pipeline and attribute revenue gains directly to the strategic shifts informed by buyer feedback. Attendees will learn how to turn "soft" qualitative feedback into the "hard" financial metrics that resonate with the C-suite and finance teams. Key learnings will include: - Establishing a baseline of key performance indicators (KPIs) to measure the "before and after" impact of win/loss-informed changes. - Utilizing an attribution framework to link specific product roadmap pivots or sales enablement training to improvements in win rates. - Calculating the "cost of inaction" to demonstrate the financial loss incurred by ignoring market signals and buyer objections.