Deals are lost, and won, for reasons your CRM never captures. Nobody’s asked the buyers why.
Crowded categories — HR tech, sales and marketing software, security, fintech — where buyers compare three or four vendors, and deals die to a competitor, a stalled budget, or a champion who went quiet. We interview the buyers directly, combine it with your CRM and sales call recordings, and turn it into messaging, battlecards and objection handling.
Deal sizes roughly $10K–50K ACV, closing 50+ deals a quarter — enough volume for a reliable pattern.- Buyer interviews on recent won and lost deals
- Battlecards built from what buyers actually said
- Messaging recommendations in the buyer’s own language
Your CRM shows what reps logged. Not what the buyer decided.
Buyers who picked a competitor, or just went quiet, have little reason to explain themselves to the vendor they rejected. We’re a neutral third party — that’s the whole reason they talk to us.
“Lost on price — nothing we could do.”
They had budget for either option. They picked the competitor because the champion could get a security review done in three days instead of three weeks.
“No decision — budget pulled.”
The economic buyer never actually saw a demo. The champion was selling internally off a one-pager and a guess, and when budget season hit, the project didn’t have enough support to survive. No competitor ever entered the picture.
“Great product fit.”
The product was comparable to the runner-up. They chose you because your rep responded to a Sunday-night question in twenty minutes and the other vendor took three days.
Pilot first. Then an ongoing program.
Two phases. You see the findings 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 and sales call recordings, and deliver a findings report: decision drivers, competitive patterns, and where sales assumptions were wrong.
Interviews continue as deals close, automatically
We keep interviewing as new deals close, with monthly short updates and a quarterly report and leadership presentation. Battlecards and objection notes stay current as competitors change tactics.
Estimate: the pilot runs $3,000–5,000 for 10–15 interviews and a findings report. The ongoing program is scoped on the pilot call — for context, established win-loss firms (Clozd, DoubleCheck, Primary Intelligence) run $30K–100K+/year, priced for enterprise deal sizes above $50K ACV.
Who we work with.
Owns win-loss at 41% of orgs
You need messaging and battlecards grounded in what buyers actually said, not what the CRM’s dropdown field says.
Needs the real pattern, not the guess
“Price” is the easiest reason for a rep to log. You need to know how often it’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
The same interview discipline, applied to customers who cancelled instead of deals that never closed.
Start the pilot.
Interviews with 10–15 of your recent won and lost deals, cross-checked against your CRM and sales calls. $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.
If the findings don’t surface anything useful, you walk away with the report and owe nothing else.