Win-Loss Analysis Services for B2B SaaS

Find out how to win, not just why you lost.

1:1 buyer interviews with the ones who chose you, the ones who didn't, and the competitors' customers who never even considered you.

Pick From 2 Ways to Buy → See how it works
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Why win-loss matters

Your buyers aren't telling you the truth about why they didn't buy.

65% donut chart: buyers who don't share honest loss reasons

65% of buyers don't tell you the real reason you lost.

Only 35% give comprehensive, accurate feedback. If you're making roadmap, messaging, or hiring decisions on the loss reasons in your CRM, you're working with bad data.

Source: Buyer Truths 2026, a survey of 172 B2B buyers. Read the full report →

55% bar chart: buyers who evaluate only two new vendors

55% of buyers evaluate only 2 new vendors.

Most deals aren't lost to a better demo. They're lost to not being on the shortlist at all. The competitive battle ends before you know it started.

Source: Buyer Truths 2026, a survey of 172 B2B buyers. Read the full report →

Venn diagram showing three overlapping circles: Closed-Lost Buyers (left), Closed-Won Buyers (right), and Buyers You Never Saw (bottom). The center overlap, labeled 'What Buried Wins covers,' is where all three meet: the full picture of your market that standard win-loss research misses.

The most expensive deals are the ones you never see.

Most win-loss research stops at the buyers who entered your pipeline. Skip the buyers who chose a competitor without ever talking to you, and your decisions get shaped by the deals you saw, not the market you want to win. There's a name for this: Pipeline Bias.

See what 172 B2B buyers actually said →

How Buried Wins win-loss analysis works

Context that your SFDC and Gong calls are missing

Buried Insights interview list showing both Closed Won and Closed Lost deals
We fix pipeline bias

We talk to the buyers who never entered your pipeline.

That includes competitor customers who chose someone else before they ever met your sales team, and former competitor reps who know exactly what wins deals against you. This is the data that doesn't exist in your CRM. We call it Prospect Research, and it goes beyond win-loss into market research: who is buying in your category, how they build a shortlist, and why you weren't on it.

Buried Insights interview detail header for a buyer win-loss interview
PMM-led interviews

A PMM-led team runs every interview.

Drew leads every engagement personally (kickoff, synthesis, final readout), backed by a trained in-house team of interviewers. Each transcript is reviewed, the highest-signal moments are tagged, and your team accesses everything inside Buried Insights, 24/7.

Buried Insights findings page with video clips tied to each insight
Video in every deliverable

Every finding comes with the video clip behind it.

Weekly highlight reels as interviews come in, video segments inside the executive report, and a live readout your leadership team hears directly. The research gets used where it matters: board meetings, sales kickoffs, product reviews.

Buried Insights AI chat answering a question with a cited video clip
Buried Insights dashboard

Ask your interview data anything. Get the video answer.

Every interview goes into Buried Insights and your private buyer repository in Claude. Ask "What convinced people to buy?" and get a cited answer with the exact video clips that prove it. The research compounds quarter over quarter, and your whole GTM team can access it.

How the Outcomes pilot works

Three months from kickoff to recommendations.

1
Month 1

Align and baseline

We interview your stakeholders to set research goals, build a win-rate baseline from your CRM, and talk with your sales and product teams. Then we build the interview guide and start recruiting.

2
Month 2

Interviews and early themes

Most buyer interviews happen here, with same-day transcripts and tagged clips inside Buried Insights. Biweekly working sessions and an early-themes check-in let your team see patterns as they emerge.

3
Month 3

Readout and recommendations

Final interviews wrap in the first two weeks. Then we deliver the executive report, a live readout with your leadership team, and one team-specific deliverable, like sales enablement or an SKO session.

Outcomes has a 3-month minimum. After the pilot, it continues month to month at $5,000 per month plus interviews.

2-minute interactive tour

See how your team will use Buried Insights.

A quick walkthrough of the dashboard, from interview library to AI-powered findings.

The Buried Insights dashboard gives your GTM team 24/7 access to all interview transcripts, video clips, and AI-powered findings. Search across interviews, ask questions, and get cited answers with the exact buyer video behind them. Every engagement is accessible from kickoff through ongoing program.

Want a walkthrough with Drew instead? Book a 30-minute scope call →

Customer proof

Why GTM leaders choose Buried Wins.

From VP Sales to CMO, here's what the research actually changed.

25% increase in win rate in 180 days. Joe G., Founder & Managing Partner (verified G2 review)
Meet the founder of Buried Wins

Drew Giovannoli: former B2B SaaS PMM, founder, and the person behind every Buried Wins engagement.

Drew Giovannoli, Founder of Buried Wins

From career PMM in B2B SaaS to founder of Buried Wins. I lead every engagement personally (kickoff, synthesis, final readout), backed by a trained in-house team of interviewers and analysts who carry the same standards into every conversation.

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
Co-host of Buyer Truths podcast → Co-publisher of Buyer Truths 2026 (172 B2B buyer survey) → LinkedIn →
Book a 30-minute scope call with Drew →
Best win-loss analysis services for B2B SaaS

Two ways to buy win-loss.

Win-loss and buyer research, from your closed deals to the buyers who never entered your pipeline. Get the interviews and use them in your own work, or have our team run the full program with you.

Interviews Package

Pay-as-you-go buyer research at any scale. We gather feedback to inform decisions, you analyze and drive results.

Per completed interview

$750

$600 for recruiting, scheduling, and hosting, plus a $150 incentive paid directly to the buyer. No minimums, no annual contract. Prospect Research interviews are priced separately, starting at $1,100.

For product marketers who want buyer feedback informing their work, without the time sink of running interviews themselves or the cost and commitment of a full program.

  • Recruiting buyers, hosting interviews, and paying incentives
  • Prospect Research: interviews with buyers outside your pipeline (from $1,100 per interview)
  • Interview highlights
  • Full recordings and transcripts
  • Same-day access in Buried Insights and your private buyer repository in Claude
Submit your needs to start →

Outcomes Package

Fully managed buyer research program. We drive higher win rates through research, cross-team coordination, and GTM action plans.

3-month pilot

$26,250

$5,000/month research lead and advisory for 3 months, plus 15 buyer interviews at $750 each. 3-month minimum, then month to month. Prospect Research interviews, if needed, start at $1,100.

For CMOs, sales leaders, and product marketers who want to use direct buyer feedback to win more competitive deals and recover lost ones.

  • Everything in the Interviews Package
  • A dedicated research lead, with biweekly working sessions
  • Leadership alignment to design the research
  • Review of your CRM data, win rates, and team perspectives
  • Weekly video highlight reels
  • Executive report and live readout with your leadership team
  • Prioritized recommendations for next steps
Book a planning call →

Compare both packages in detail →

Frequently asked questions

Frequently Asked Questions

Should I outsource win-loss analysis or do it in-house?
Run it in-house if you have a PMM with the bandwidth, rapport-building skills, and analytical chops to interview buyers honestly and synthesize without bias. Outsource it when you need buyers to feel safe enough to be candid, when you need an analyst with GTM context (not just transcription), and when you need to hear from the buyers your CRM will never surface, like the prospects who chose a competitor before you ever entered the deal.
How much does win-loss analysis cost?
The Interviews Package is $750 per completed interview: $600 for recruiting, scheduling, and hosting, plus a $150 incentive paid directly to the buyer. Nothing else is billed separately, and there is no minimum. Prospect Research interviews, with buyers outside your pipeline, are priced separately, starting at $1,100 per completed interview. Pricing, including the buyer incentive, depends on the audience you want to reach. The Outcomes pilot is $26,250: $5,000 per month for a dedicated research lead for 3 months, plus 15 buyer interviews at $750 each. After the 3-month minimum, Outcomes continues month to month at $5,000 per month plus interviews. If you don't have enough deal volume for all win-loss interviews, we add Prospect Research interviews with target buyers in your ICP, starting at $1,100 each. Compare both packages →
Is there a minimum or an annual contract?
Not with the Interviews Package. Run a one-time project or add a few interviews each month, and pay only for the interviews you complete. Outcomes has a 3-month minimum, then continues month to month.
How long does a win-loss analysis program take?
With the Interviews Package, you share your contact list and goals, and we handle recruiting, scheduling, and hosting. You get access to each interview the same day it is completed. The Outcomes pilot runs three months: month 1 aligns your team and builds a win-rate baseline, month 2 covers most of the buyer interviews, and month 3 delivers the executive report, live readout, and recommendations.
How do you get honest feedback from buyers who chose a competitor?
Two things. First, buyers tell a third-party agency the truth they won't tell your sales team. There's no relationship to manage and no future quote-fishing to worry about. Second, when we run Prospect Research, we interview former sellers of your competitors. They know exactly what won them deals against you, and they have zero incentive to flatter your product or your sales process.
How is Buried Wins different from Clozd or Klue?
Clozd and Klue are platforms that typically require an annual contract. Buried Wins is an agency, and we run the interviews ourselves. With Outcomes, a dedicated research lead also analyzes the findings and walks your leadership team through the results. With the Interviews Package, you can start with a single interview and no commitment.
How often should we run win-loss analysis?
Often enough to stay current, because competitors, messaging, and markets all move. Many teams start with an Outcomes pilot to set the baseline, then keep adding interviews each month to keep the signal fresh. Since the Interviews Package has no minimum, you set the cadence by your deal volume, not a contract.
What does a Buried Wins win-loss pilot include?
The Outcomes pilot is a 3-month minimum at $26,250. It includes a dedicated research lead with biweekly working sessions, stakeholder interviews to set research goals, a win-rate baseline from your CRM, 15 buyer interviews (win-loss and ICP), weekly video highlight reels, an executive report, a live readout with your leadership team, prioritized recommendations, and one team-specific deliverable like sales enablement or an SKO session. After the pilot, Outcomes continues month to month at $5,000 per month plus interviews.
What questions do you ask in a win-loss interview?
A custom interview guide built around your specific business and research objectives, covering the trigger event, evaluation criteria, vendor shortlist, decision drivers, and post-decision experience. Roughly 40 questions, adapted per buyer and per call.
How do I find out why we are losing deals?
Start by separating the feedback you have from the feedback you don't. CRM loss reasons are usually wrong. Buyers rarely tell your sales team the real reason they chose someone else. The most reliable method is third-party buyer interviews conducted after the deal closes, by someone with no existing relationship to protect. A neutral interviewer consistently gets answers your own team won't.
What is pipeline bias in win-loss analysis?
Pipeline bias is what happens when your win-loss research only covers buyers who entered your sales process. If most buyers evaluate just two vendors and you weren't one of them, those deals never appear in your data. Your research ends up shaped by a fraction of the market, the fraction most likely to have already been warm to you. Buried Wins interviews buyers outside your pipeline to close that gap.
How do you research why you are not on the shortlist?
By going directly to buyers who chose a competitor without ever talking to you. Buried Wins sources these buyers independently, outside your CRM, including competitor customers and former competitor sales reps. They can tell you exactly what put the winning vendor on the shortlist and what kept you off it. This is pre-pipeline competitive research that no internal team can run on their own buyers.
What is the difference between human-led win-loss interviews and AI interviews?
AI interviews scale well for high-volume deal debriefs and seller-side feedback. Human-led interviews go deeper. They follow tangents, probe for context, and surface the second and third reasons behind a decision, which is usually where the real insight lives. For strategic decisions about roadmap, positioning, and messaging, a PMM-led interview with a real buyer produces findings that AI interviews structurally cannot replicate.
Ready when you are

Find out how to win, not just why you lost.

Start with a few interviews through the Interviews Package, or let us run the whole program with Outcomes.

Pick From 2 Ways to Buy → Book scope call →
Pick From 2 Ways to Buy →
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