Stop losing to competitors
you should beat
We don’t just study the deals you lost. We study the ones you were never in.
"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."
How it Works
We run 1:1 buyer interviews that explain why you win, why you lose, and why some ICP-fit buyers never considered you.
Our work starts with win–loss research (recent buyers + lost prospects from closed opportunities) and extends to Market & ICP interviews with target buyers who chose a competitor or the status quo before you were in the room. You leave with competitor comparisons, “why not you” tradeoffs, and clear GTM moves your team can act on.
The deals you never see are often the most important.
Some of your best-fit buyers decide without talking to sales. We interview them to learn why you weren’t shortlisted and how competitors earned trust—so you can show up in those deals next time.
Core engagement
Win–loss interviews
- Recent buyers + lost prospects from closed opportunities
- Competitor comparisons + “why not you” tradeoffs
- Clear themes your GTM team can act on
Most requested
Market & ICP research
- 1:1 interviews with ICP-fit buyers who chose a competitor or the status quo before you were in the deal
- Uncover why you weren’t considered and what would have earned a shortlist spot
- Targeted surveys to measure brand, reputation, and category perception at scale
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
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.”
