040: Win-Loss Analysis with Clozd Founder Spencer Dent

 In Business, entrepreneur, Interview, podcast, sales development, Selling, startups

Win-loss analysis

Knowing why you win and lose deals might be the most valuable information a company can have. Unfortunately, 60% of sales professionals are wrong about why they win and lose deals. Not surprisingly, founders make critical errors when they use such assessments in strategic decisions.

My guest this week is Clozd founder, Spencer Dent. Leveraging his experience at Bain, and Qualtrics, Spencer co-founded Clozd with the mission to help companies uncover the truth about why they win and lose. On this episode, Spencer shares some of the most common pitfalls, and why win-loss analysis should be an integral part of your growth strategy.


  • Win-loss analysis and the founding story of Clozd
  • 2 reasons companies should outsource win-loss analysis
  • Why founders avoid win-loss analysis
  • 60% of reps don’t know why they win or lose deals
  • How to categorize and prioritize the issues that affect win-loss
  • Adapting your sales teams to position against the competition
  • The 3 most common deal killers that every founder should be aware of
  • A closer took at Clozd business model


clozd, spencer dent, salesfounders, win loss analysisSpencer founded Clozd to help companies focus and win. Throughout his career, Spencer observed that most companies struggle to understand the real reasons why they win and lose. As a result, they struggle to align resources to the most impactful initiatives. Spencer boasts a unique combination of sales, marketing, and operational skills to help executives (particularly sales leaders) focus and execute on high value opportunities.

Prior to founding Clozd, Spencer worked at Qualtrics, a global leader in feedback and survey research technology. During his time at Qualtrics, the company grew its revenue and employee base by 400%. Spencer was instrumental in defining the strategy and scaling global sales and marketing operations.

Preceding Qualtrics, Spencer worked at Bain & Company where he led projects across a variety of industries. His projects spanned Bain’s strategy, salesforce effectiveness, go-to-market, customer experience, and performance improvement practices. Before Bain, Spencer was an entrepreneur. He started an outsourced lead generation business as an undergrad. Along with his partner, they built the company to $3M in revenue before selling to attend graduate school.

Spencer holds an MBA from Duke University’s Fuqua School of Business and a Bachelor’s Degree in Finance from Brigham Young University.


Clozdinc.com | Linkedin|

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