Brian Hamor, CEO of BuyerExperience, shares how a missing answer in a board meeting sparked the idea for his company. He recounts his transition from pro basketball to startup operator and how he uncovered a major gap in how teams handle closed-lost opportunities.In this episode, Brian outlines why win-loss insights alone aren't enough and how revenue teams can turn lost deals into a repeatable growth motion. He explains the rebound funnel, what most teams get wrong after deals fall through, and how AI can be used to re-engage buyers with precision.In this episode, you’ll learn:How to operationalize a closed-lost motionWhat great rebound messaging actually looks likeWhy sales reps must become product expertsThings to listen for: (00:00) Introduction (01:44) From pro basketball to building GTM systems(03:04) The startup moment that sparked BuyerExperience(06:13) Who should lead win-loss: product marketing or sales?(08:33) Why insights aren’t enough without revenue impact(10:15) How top teams build systems to win back deals(12:06) Surprising feedback trends from closed-lost interviews(14:58) Modeling revenue upside from re-engagement programs(19:09) Turning buyer feedback into high-converting follow-up(26:14) Building value cases from AE input before outreach(28:06) When deeper outbound research is worth the effort(30:45) What’s next for BuyerExperience’s product roadmap

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