Crack the Case: AI‑Powered Win/Loss Analysis to Fuel Your Modern GTM Strategy

10:00 am
-
10:25 am
CT

Most organizations think they understand why they win and lose deals until the data tells a different story. This session walks through multiple real-world case studies where GTM teams moved from anecdotal assumptions to an evidence‑driven win/loss program that reshaped their targeting, messaging, and enablement strategy through embodying a detective mindset.

This session shares the frameworks, workflows, lessons learned, and how GTM teams can replicate the approach.

Session Agenda

  • A programmatic win/loss framework that modern GTM teams can use to uncover real buyer patterns and eliminate internal guesswork.
  • How to operationalize insights into ICP refinement, messaging updates, and sales enablement plays that drive measurable revenue impact.
  • A practical blueprint for a 60 day implementation, including taxonomy design, data hygiene improvements, AI‑assisted analysis, and cross‑functional alignment meetings.

Speakers

Krissy Camacho

Founder & CEO

Tricrest Growth Advisors

Krissy Camacho

Founder & CEO

Tricrest Growth Advisors

Krissy Camacho is a marketing strategist and GTM operator with more than 20 years of experience helping B2B companies turn buyer insights into predictable revenue. Known for blending creative storytelling with analytical rigor, she has built and scaled win/loss programs, ICP frameworks, and AI‑enabled workflows for startups and global enterprises alike.

Her recently published book, A Marketing Detective’s Guide: AI‑Powered Win/Loss Decoding for Modern GTM Teams, distills two decades of hands‑on experience into a practical, detective‑style system for understanding why deals are won or lost and how those insights can transform targeting, messaging, enablement, and growth.

About this Session's Track

Demand Gen & Digital, GTM Engineering & MOPs

Dive into the latest demand gen, digital tactics, and marketing operations frameworks that drive pipeline growth, from innovative and automated campaigns to AI-driven GTM engineering.