Launch date: January 2026
Learn to capture and analyze buyer insights, share them across your org (including leadership), and influence strategy with a win/loss program that delivers measurable business impact.
Win/Loss Certified equips you to design and run a high-impact win/loss program from scratch. Develop proven techniques to capture buyer insights, analyze patterns behind wins and losses, and share findings that influence strategy across your organization.
With expert-led lessons, actionable templates, and real-world examples, you’ll leave ready to turn raw feedback into decisions that drive revenue, retention, and competitive advantage.
By the end of this certification, you'll be able to...
- Uncover deal drivers: Pinpoint the real reasons behind every win and loss using proven interviews, comprehensive data analysis, and deep insight-gathering techniques that uncover hidden patterns.
- Put insights into action: Transform raw feedback into clear, actionable strategies that improve win rates, boost customer retention, and enhance overall business performance.
- Influence org strategy: Draw on win/loss analysis to shape product roadmaps, refine sales plays, and guide marketing decisions that make a meaningful and lasting impact.
Meet your instructors...
Ben Hoffman, Senior Manager, Competitive Intelligence at Adobe
Ben is a seasoned competitive intelligence professional who currently serves as Senior Manager, Competitive Intelligence in the Adobe DX Competitive Center of Excellence (CCOE). Prior to joining Adobe, Ben led competitive intelligence initiatives for Datto, UiPath, and Pega. He kicked off his career in market research and strategy as an analyst for IDC's mobility group.
Ben was a keynote speaker for the Product Marketing Alliance's Competitive Summit in June, 2022 ("Why Competitive Intelligence Programs Fail And What to Do About it"), and he is passionate about both sharing his learnings of 7+ years in CI as well as soaking up what he can from others in the field.
Scott Varner, Director of Program Delivery at Clozd
Scott is the Director of Program Delivery at Clozd, where he leads a team responsible for transforming buyer feedback into strategic, revenue-driving insights. With deep experience across enterprise, mid-market, and growth segments, Scott has conducted over 3,000 buyer interviews and played a central role in helping leading organizations improve win rates, customer retention, and competitive positioning.
Prior to Clozd, he led analyst relations at Qualtrics and holds an MBA from BYU’s Marriott School of Business. Known for his leadership and client-centric approach, Scott brings a rare blend of strategic thinking and operational excellence to win-loss and customer insight programs.
What's included?
Content: Expert-led lessons that walk you through building, running, and scaling a win/loss program that drives real business results.
Footage: Engaging video sessions, bonus clips, and fireside chats with industry leaders offer practical tips and real-world perspectives on win/loss analysis.
Studies: Dive into detailed case studies that reveal how top companies use buyer insights to improve win rates, reduce churn, and sharpen competitive positioning.
Tasks: Complete hands-on exercises designed to help you apply win/loss methods, from buyer interviews to data analysis and cross-team reporting.
Exams: Test your understanding with a final assessment to ensure you can confidently design and execute a win/loss program.
Templates: Access ready-to-use templates, dashboards, and reporting formats so you can put what you learn into practice immediately (saving you time and effort).
Access: Enjoy lifetime access to all course materials, so you can revisit the material and improve your skills wherever you are and whenever it’s convenient.
Certification: Earn your Win/Loss Certified: Masters badge, showcasing your ability to build and lead impactful win/loss programs that deliver measurable results.
Join the waitlist to grab $100 off...
FAQs...
Who is Win/Loss Certified: Masters for?
This certification is for professionals who need to understand why deals are won or lost and turn that knowledge into action. Whether you work in sales enablement, product management, revenue operations, customer insights, or competitive intelligence, you’ll gain the skills and tools to uncover buyer truths, align teams, and influence strategy.
Who is Win/Loss Certified: Masters for?
This certification is for professionals who need to understand why deals are won or lost and turn that knowledge into action. Whether you work in sales enablement, product management, revenue operations, customer insights, or competitive intelligence, you’ll gain the skills and tools to uncover buyer truths, align teams, and influence strategy.
I’d love to get my whole team certified, do you offer any discounts?
Absolutely! We offer tailored team packages to suit your needs. Just drop Matt a line at m.booth@pmmalliance.com and let him know what you’re after.
Is the coursework mandatory?
No, but we recommend completing it in full. The more you engage with the lessons, exercises, and templates, the more you’ll get out of the course, and the more effective your win/loss program will be.
How long will Win/Loss Certified: Masters take to complete?
It depends! Usually, it takes about 4 hours to complete the certification, but you can chip away at it as and when you want.
What happens if I don’t pass the certification exams?
You’ll have a second chance to retake the exam. If you don’t pass on your second attempt, you won’t receive the certification, but you’ll still have lifetime access to all certification materials so you can continue to strengthen your skills.
Does this certification cover everything I need to know to master win/loss?
Yes – this certification covers the end-to-end process of running a win/loss program, from buyer interviews and data analysis to communicating insights and driving measurable business impact. You’ll finish with the confidence and resources to run a high-impact program from day one.
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