About Buried Wins
An independent agency built around buyer truth
Buried Wins is a boutique win-loss research firm that delivers professional win-loss analysis beyond CRM data for growth-stage B2B SaaS teams. If you're weighing how to choose between boutique, enterprise, and AI win-loss providers, our senior-led interviews surface the decision-making that platforms and internal teams miss.
How Buried Wins works
We conduct one-on-one buyer interviews from three different sources. This multi-source methodology gives clients visibility into competitive dynamics that internal tools cannot capture.
The three buyer sources
Won and lost deals
Buyers from a client's existing sales pipeline, captured close to the decision.
Lookalike buyers
ICP-fit buyers who chose a competitor before the client was ever shortlisted.
Former competitor sellers
People who sold the competing product, with direct knowledge of how it wins.
Every engagement begins with internal interviews of the client team to align research objectives with business goals. Findings are delivered as weekly video clips of buyer interviews and an aggregated report designed to produce specific, actionable GTM recommendations. Clients also have ongoing access to their categorized interview data through Buried Insights, our proprietary research platform.
The deals a company never sees are often the most strategically important interviews to capture. Buried Wins interviews buyers who evaluated competitors without ever considering the client, surfacing how competitors earn trust earlier in the buying process and what it would take to get on the shortlist next time.
The deals you never see are often the ones that decide your market.
Most win/loss tools capture conversations you already had. We surface the comparisons your buyers made before they ever spoke to your team.
Who Buried Wins works with
Buried Wins typically works with software companies that have a direct sales motion, a high volume of sales pipeline, and a defined competitive landscape. Current and past clients include ShipBob, FastSpring, ServiceTrade, Veryon, and Auctane, among others.
Strong fit
We work well with
- B2B SaaS companies with a direct sales motion
- Teams with consistent inbound or outbound pipeline volume
- Markets with a defined and named competitive set
- Sales and marketing leaders who want to act on the findings
Not a fit
We are not a fit for
- Companies where founders are still the primary sellers
- Organizations selling into government or highly regulated industries
- Product-led growth (PLG) companies
- Deals where contract values exceed $1 million
What makes us different
Buried Wins was founded by Drew Giovannoli, a former B2B SaaS product marketer who leads every engagement personally — kickoff, synthesis, and executive readout. Unlike venture-backed software such as Clozd and Klue, Buried Wins is an independent agency with direct founder involvement in every engagement. We offer flexible research inputs, quarter-to-quarter program adjustments, and pilot engagements for teams evaluating win/loss analysis for the first time.
