This keynote explores the critical distinctions in interviewing won versus lost deals to maximize actionable insights. While both provide valuable data, the approach must be tailored to the specific context. For wins, we'll examine techniques for uncovering what truly resonated with the customer and how to replicate those successes. For losses, the focus shifts to understanding where the process faltered and identifying specific areas for improvement. This session will provide practical strategies for crafting targeted questions, navigating potentially sensitive conversations, and extracting distinct, actionable insights from each scenario. Key learnings: - Tailor your interview questions and approach based on whether the deal was won or lost. - Uncover replicable success factors from wins and identify critical failure points in losses. - Translate distinct insights from both wins and losses into targeted improvements across the sales and marketing lifecycle.