Product roadmaps are often built on internal assumptions or the loudest voice in the room, leading to features that fail to move the needle in the market. To build a truly competitive product, teams must look outward at why they are actually winning—and more importantly, why they are losing. Win/loss analysis provides the raw, unbiased truth required to align product development with market demand. This panel explores how top-performing organizations bridge the gap between competitive intelligence and the product backlog. We will discuss the processes, frameworks, and cultural shifts needed to ensure that every roadmap item is backed by the voice of the buyer. Key learnings will include: - Establishing a formalized feedback loop that translates specific deal outcomes into actionable product requirements. - Using win/loss data to prioritize the backlog, focusing resources on the features that actually remove sales friction. - Building cross-functional alignment between sales, product, and marketing to ensure the roadmap reflects real-world market needs.