Win/Loss Program

Your team's account of a lost deal is rarely the buyer's.

What we do

We interview buyers from recent won and lost deals, including those who will not take a call from your team, and analyze what drove each decision.

The interviews are run by independent researchers, not by your sales team, so buyers can speak plainly about price, product, and how the process felt from their side.

Who it is for
B2B technology companies of any size that want to know why buyers choose them, or choose someone else.
You receive
  • Interview transcripts
  • A quarterly analysis of decision drivers
  • Specific implications for product, pricing, positioning, and sales
Useful when
  • Win rates slip against a particular competitor
  • Before a pricing or packaging change
  • As a standing quarterly program

How it works

How the program runs.

  1. 01

    Deals

    You share recent won and lost deals and the buyers involved.

  2. 02

    Outreach

    We approach buyers as independent researchers, including those who will not take a call from your team.

  3. 03

    Interviews

    Structured interviews cover how the decision was made and what drove it.

  4. 04

    Analysis

    Each quarter, you receive an analysis of decision drivers and what it implies for product, pricing, positioning, and sales.

Evidence you can act on.

Each deliverable is reviewed twice before release: by our research quality team, which reports directly to our chief executive, and by a senior researcher who did not work on the project. Research carried out for one client is never shared with, or reused for, another.

Read our standards

Questions

Common questions.

  1. Why use an outside firm for win-loss interviews?

    Buyers are often more candid with an independent researcher than with the vendor's own team, and some will not take a call from the vendor at all.

  2. Which deals do you cover?

    Recent won and lost deals that you select. The program can run as a single study or as a standing quarterly program.

  3. What do we receive?

    Interview transcripts, a quarterly analysis of decision drivers, and specific implications for product, pricing, positioning, and sales.

  4. Do you use your expert network for win-loss interviews?

    No. Win-loss interviews are with your own buyers. Research carried out for one client is never shared with, or reused for, another.

Growth Intelligence

Related services

Tell us which decision you are trying to make.

A pricing change, a competitor you keep losing to, a segment you want to enter. Start there, and we will tell you what evidence would settle it.

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