Sellers have attempted to conduct win-loss analyses for decades, but continue to fall short when it comes to achieving accurate measurements due to biased data inputted into CRM systems. This means that salespeople resort to learning from their experiences and lost sales to inform the next sale, an ineffective and toilsome approach.

Through internal research on preventable losses in the sales process, Challenger has identified missing the customer voice as a major factor. To remedy this, Challenger is launching Loop, an SaaS product that uses real-time customer feedback to help sellers improve the purchase experience. The first-of-its-kind product will reinvent the sales experience by putting the customer voice at the intersection of manager and salesperson feedback as the sale is being conducted.

By utilizing artificial intelligence and natural language processing, Loop collects data from customer feedback to offer rationale on what resonated with potential buyers most, and why the sale was won or lost. This data will help teams coach and train their sellers during the process, and course correct accordingly in real time instead of after the fact.