BURIED WINS
Revenue Research & Competitive Intelligence
2025
Dear Product Marketer or Revenue Leader,
Effective win-loss research helps identify why you're losing winable deals, and inspires confidence to do something about it.
Why isn't it obvious why you win and lose? It's because it's not based on reality. It's based on buyer perception.
Let me share how a typical project flows at Buried Wins, so you can see exactly what working together would look like:
First
Assumption Review and Research Planning:
My favorite quote is,A problem well defined is a problem half solved.
We first invest time to understand the company assumptions and objectives to set our research up for success. This includes 1-1 interviews across product, marketing and sales which has the added benefit of having them feel like we're solving their problems, not giving them new workload when we share the results.
Second
Active Research: Stage Two is the heart of the project. We recruit high quality participants, extract learnings, and develop the first draft of the project report.
Buried Wins has a motto Revenue Over Research. It comes from the idea that our work isn't for academic purposes, but instead to interview for actionable, revenue growing insights.
Who do we interview? It's most typical to start with sales pipeline to understand why you're winning and losing deals. But GREAT companies expand to target ICP's and interviews with former employees of their competitors.
Third
Value Delivery: This involves execution and delivery of findings. This is an iterative process, working in partnership with the core project team to provide a relevant, action oriented report that is deployed across relevant teams.
In addition to archives of all video interviews and transcripts, clients receive an executive report that:
- Highlights key growth blockers and opportunities
- Includes direct customer video clips
- Drives action and buy-in for change
Finally
Enablement: Teams frequently request that we present the information we learned to their executive team. When there is a product marketing team available, those professionals often take our materials and use it to train their sales team to be successful in competitive settings.
Interested in Meeting?
Hi, I'm Drew Giovannoli, and I'm exceptionally proud of the team we've grown, client roster that is ever expanding, and most of all the work we deliver that drives revenue and helps beat competitors. If you'd like to explore if Buried Wins is right for you, I would be delighted to hear from you.
Best,
Drew Giovannoli
Founder, Buried Wins
I'd love to schedule a conversation with you to discuss how we might work together.
Schedule 30 Minutes with Drew
