Buyers are comparing
you vs competitors
in ways you can’t see.
We uncover how buyers evaluate you, your competitors, and the tradeoffs that actually decide deals.
What we do
We specialize in 1:1 buyer interviews that explain why deals are won or lost.
Our core work is win–loss research: direct conversations with recent buyers and lost prospects from your closed opportunities. These interviews reveal how buyers evaluated you versus competitors, and which tradeoffs actually decided the deal.
Core engagement
Win–loss interviews
- Recent buyers from closed opportunities
- Competitor comparisons + “why not you” tradeoffs
- Clear themes your GTM team can act on
Also used for
Market & ICP research
- 1:1 interviews with target buyers who fit your ICP but never entered your deal cycle
- Targeted surveys to measure brand, reputation, and market perception
The work exists to explain how buyers evaluate you versus competitors.
Most buying decisions aren't made on sales calls.
They're made without you in the room, when buyers compare you to competitors (and status quo).
You see activity.
- Salesforce tells you what happened.
- Gong tells you what was said.
- You capture the conversation.
You miss the comparison.
- How buyers compared options.
- Which tradeoffs actually mattered.
- Where confidence shifted—or broke.
“It came down to quality. This isn't the first time we sought market intelligence, but it's the first time that it's been done so well. Last year we had a couple bumps in the road in our sales process and conducted customer analysis. The delta in quality and depth Buried Wins provided vs past efforts was the Grand Canyon. There’s immediate impact on how we plan to serve our customers.”
Why Buried Wins is Different
We invest more time with your team and your work
than any tech vendor ever could.
We invest more time with your team and your work
than any tech vendor ever could.
As a result, I can promise you:
Research that aligns to your real goals, not generic win-loss questions
Higher buyer participation from the same list of closed opportunities
Insights that evolve as patterns emerge, not conclusions locked in too early
Outputs teams use, share, and make decisions from—not dashboards that get ignored
Because the difference isn’t the transcripts or the dashboard.
It’s the work that happens before, during, and after every buyer conversation.
Drew Giovannoli, Founder of Buried Wins
"Buried Wins market intel work is actionable not academic. We’ve partnered with them on win/loss analysis, competitor research, and investigating a new product investment. The learnings have led to product focus on our UX and upcoming changes to our sales GTM motion. I highly recommend them."
