Your CRM’s “reason lost” field is a guess. We ask the buyer.
Sellers and buyers give different reasons for a deal’s outcome 50–70% of the time — buyers who chose a competitor rarely tell the vendor who lost the truth. We interview your won and lost buyers directly, combine it with your CRM and sales call recordings, and deliver messaging, battlecards and objection handling your team actually uses.
Pilot: $3,000–5,000. 10–15 interviews. One findings report.Three inputs. Together, they explain the deal.
Both the buyers who chose you and the ones who chose a competitor — a neutral third party gets the honest version a vendor rarely hears.
Deal notes, stated reasons, and the history your reps have logged — checked against what the buyer actually said.
What was actually said in the room, so we can see where the pitch and the buyer’s real concerns diverged.
Your CRM shows what got logged. Not what the buyer decided.
Sellers and buyers give different reasons for the same deal 50–70% of the time (Corporate Visions, 100,000+ B2B purchase decisions analyzed). Buyers who picked a competitor, or just went quiet, have little reason to spend 30 minutes explaining why to the vendor they rejected — a neutral third party gets the version that matters.
“Price.”
Price never came up until the final call. They picked the other vendor because its team ran a live proof-of-concept in week one — yours offered a demo video.
“No decision — went cold.”
They never looked at a competitor. Budget was approved, but their champion left mid-cycle and nobody on your side re-sold the new economic buyer before the window closed — the deal just stalled.
“Great demo, strong fit.”
The demo was fine. They chose you because the competitor’s rep missed a follow-up email twice in one week — a sales-process win, not a product win, and nobody wrote it down.
$20/conversation. You still have to run the program and act on it.
We get the buyers to talk, interpret what they actually said, and turn it into messaging, battlecards and objection handling your team uses — not another transcript to synthesize.
What we deliver.
Four kinds of analysis, run on every deal we cover.
Live interviews with the buyers who chose you and the ones who didn’t — a competitor, no decision at all, or a deal that just stalled — for your highest-value deals. AI-moderated interviews add broader coverage across the rest.
Why buyers actually decided, grouped into product, pricing, sales experience and company perception — broken down below.
Which rivals win, why, and in which segments — the input your battlecards are usually missing.
What reps logged as the reason, checked against what buyers actually told us — the two often don’t match.
Four kinds of decision driver.
None of them show up as a field in your CRM. All of them come out in a 30-minute conversation.
Which features actually tipped the decision — versus which ones sales thinks mattered.
Where price was the real issue and where it was a proxy for something else — timing, risk, or a champion who couldn’t sell it internally.
Response times, technical depth, how the deal felt to run — often the deciding factor when the products are close.
How buyers saw the company itself — stability, reputation, category leadership — independent of the product they demoed.
Those four analyses become: a findings report and leadership presentation, battlecards and objection-handling notes for sales, and messaging and positioning recommendations for marketing.
The same interview program, pointed at your happy customers.
A second, smaller kind of analysis — using the same interview skill, aimed at proof instead of loss patterns.
Talking to happy customers directly, to capture their story, their results, and real before-and-after numbers — not a testimonial quote fished out of a support thread.
Call recordings, CRM notes, support conversations and reviews you’ve already collected, read for quotes and proof points nobody has pulled out yet.
Which becomes: full case studies, one-page PDFs, testimonials, headline stats, social posts, and proof points matched to a prospect’s industry, size or use case.
Pilot first. Then an ongoing program.
You see the findings on real, recent deals before committing to anything recurring.
Interviews on 10–15 recent deals
We interview buyers from your most recent won and lost deals, cross-check it against your CRM notes and sales call recordings, and deliver a findings report — decision drivers, competitive patterns, and where your team’s assumptions were wrong.
Interviews continue as deals close
We keep interviewing as new deals close, with short monthly updates and a quarterly report and leadership presentation. Battlecards and objection notes get updated as competitors change tactics — and the findings get embedded into your CRM, Slack and sales materials so the team actually uses them, not just reads them once.
Estimate: the pilot runs $3,000–5,000 one-time for 10–15 interviews and a findings report. The ongoing program is scoped on the pilot call — established win-loss firms (Clozd, DoubleCheck, Primary Intelligence) charge $30K–100K+/year for this, and we’re priced for companies too small for that but too high-volume for a $20/interview self-serve tool to run on their own.
Built for companies that can’t explain their own win-loss pattern.
Whether that pattern is a competitor, a price objection, or deals that just go quiet — high deal volume is what makes it visible enough to act on.
Who we work with.
The buyer is usually whoever owns messaging, positioning and competitive materials — or, at a smaller company, whoever is closest to the deals.
Owns win-loss at 41% of orgs
You’re accountable for messaging and positioning but working from a CRM field that’s wrong half the time.
Needs the real pattern, not the guess
Your reps log “price” on every loss because it’s the easiest field to fill in. You need to know if that’s actually true.
No product marketing function yet
You’re close to the deals but don’t have the bandwidth to run a structured interview program yourself.
For the churn add-on
You want the same interview discipline applied to customers who cancelled, not just deals that never closed.
Every outreach is yours to approve first.
You approve the list before we reach out to anyone. We identify ourselves as an independent research firm, not as you — that’s part of why buyers who rejected you are willing to talk.
Interview recordings, your CRM notes and sales call recordings are processed to produce your findings report — selected quotes, not full call recordings. We don’t train models on your data and we don’t pool it with anyone else’s.
Raw recordings and transcripts are deleted whenever you ask — automatically within 90 days of the relevant report. The findings themselves are yours to keep indefinitely. How we handle data →
We kept staring at the “reason lost” field in our own CRM and not believing it. Every deal said “price” or “bad timing” — the two things a rep can log in five seconds without thinking. So we started calling the buyers ourselves, the ones who picked someone else, and asking what actually happened.
The answers were never what the CRM said. A champion who went quiet. A competitor whose onboarding felt less risky. A rep who was slow on one email. Small, specific, and completely invisible from inside our own sales calls — because nobody on our side was in the room for the conversation that decided it.
We looked at the firms who do this well — good work, but priced for companies with enterprise deal sizes, or self-serve tools that hand you a transcript and leave the interpreting to you. We wanted something in between. So we built it. Now we run it for other companies too.
— Rajeev, co-founderStart the pilot.
Interviews with 10–15 of your recent won and lost deals, cross-checked against your CRM and sales calls, delivered as a findings report. $3,000–5,000. No recurring commitment.
We never contact a buyer without your sign-off, and we identify ourselves as an independent research firm — part of why buyers who rejected you are willing to talk.
Most of the value compounds — win-rate trends and shifting buyer reasons only exist if the interviews continue. The pilot proves it on your own deals first.