Abstract: The maturity model: Setting realistic goals for your 3/6/12 month win/loss journey Building a world-class win/loss program is a marathon, not a sprint. Many leaders fail by attempting to "boil the ocean" in the first month, resulting in data fatigue and stakeholder skepticism. To be successful, a win/loss initiative must be structured in phases that prioritize immediate quick wins while simultaneously laying the groundwork for a scalable, data-driven culture. This session provides a prescriptive timeline for rolling out a win/loss program that sticks. We will break down exactly what your program should look like at the 3-month, 6-month, and 12-month marks, ensuring you are delivering consistent value to product, sales, and marketing throughout the journey. Attendees will learn how to manage executive expectations and build a self-sustaining intelligence engine. Key learnings will include: - Defining the pilot phase (months 1–3) to secure initial stakeholder buy-in and prove the value of qualitative insights through high-impact early wins. - Scaling the engine (months 4–6) by integrating quantitative CRM data and formalizing the feedback loops with product and sales enablement teams. - Achieving program maturity (months 7–12) where win/loss data becomes a primary driver of executive-level strategic decisions, roadmap prioritization, and market entry.