Your go-to-market strategy is the blueprint for how you reach and convert customers, but relying on a static plan can be a major risk in a shifting market. This session reveals how proactive product marketing teams are using win/loss analysis to move beyond a static GTM plan, translating raw buyer feedback from won and lost deals into a dynamic, data-driven feedback loop. We'll show you how to identify what aspects of your value proposition resonate most with customers and use those insights to directly refine your messaging, positioning, and target personas. Key Learnings: - Validate or revise your message: Use win/loss insights to ensure your value proposition is clear and compelling to your ideal customer. - Identify market shifts: Pinpoint emerging customer needs or competitive threats before they impact your pipeline. - Fuel sales enablement: Equip your sales team with a refined message that empowers them to win more often.