For (Product) it is essential to understand why customers are buying or not buying at what potential product shortcomings are. The problem is that most feedback is meaningless because it does not come from the target customer. The only why to ensure that within the sales process is disqualification. 

Defining OKRs or Metrics for Product Managers is tricky. Based on the assumption that a product exists and the market is not yet saturated, this piece argues that product management OKRs should follow the funnel. In addition win/loss analysis as an OKR serves as a key business intelligence tool