Mark Gigliotti

We recently hosted a webinar on AI and competitive intelligence. Before I share some of the big takeaways, I want to note for the record that it is April 2026, because this conversation will mean something different in six months. That's just the world we're operating in right now!

Let’s be honest: Most battlecards are digital paperweights. They are built with good intentions, filed into a content system, and promptly ignored. But there’s a new twist to this old problem. When a high-stakes deal gets intense, reps aren't just falling back on instinct, they are turning to AI.

Over the past several years, I’ve watched early-stage companies embrace win/loss analysis not as a “nice to have,” but as one of the most powerful growth levers they can pull. Startups operate in an environment defined by speed, ambiguity, and constant pressure to make the right decisions with limited data. Win/loss brings clarity where there usually isn’t any.