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 motion
• What great rebound messaging actually looks like
• Why sales reps must become product experts

Things 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