Mark Gigliotti

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.