Sales 1.0: Salespeople have one job - Close deals and bring new business.

Sales 2.0: Salespeople have two jobs:

1. Close deals and bring new business.  
2. When a deal is lost, capture deep product feedback from the loss and document it.

Sales leaders are better at pt.2 than pt.1. They know how to learn from losses, drop deals, and help product teams scale products.

The trick is: The best sales leaders stay nuanced. They know exactly how your product works. They know exactly how the competitor's product works. They know exactly how it is being used. They know exactly what part of the customer's pain a competitor's product solved that yours didn't. (And if what a customer needed was something your product was never meant to solve, they don't force-fit.)

Deal losses are good. And good salespeople know what deals to drop based on fit. Because The customer's success matters more than anyone's targets.