Launching a win-loss program is one challenge, securing budget and executive buy-in to sustain it is another. This session provides a practical roadmap for marketing, competitive intelligence, and GTM professionals to build the case for win-loss research and prove its value over time. Key Learnings: - Craft a compelling business case: Identify pain points that resonate with decision-makers, quantify potential business impact, and position your program as essential to revenue growth. - Prove value early and often: Establish quick wins, create metrics that showcase business impact, and build reporting frameworks that keep stakeholders engaged. - Maintain long-term momentum: Sustain enthusiasm beyond launch, evolve based on changing business needs, and position yourself as a strategic partner rather than a cost center.