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.

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★★★★★ on G2

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 — 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 — 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.

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. 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.

The 6-week pilot, step by step

Six weeks from kickoff to actionable insights.

1
Week 1

Kickoff & Alignment

We start every pilot with internal alignment interviews — conversations with your GTM, product, and sales leaders to understand what decisions the research needs to inform. From there, we build a custom interview guide and launch outreach to your buyer list. You'll know who's scheduled and when before we ever get on a call.

2
Weeks 2–4

Interviews & Weekly Reels

As each interview wraps, you receive a same-day transcript and tagged clips inside Buried Insights. Every week, we send a video highlight reel so your team is seeing real buyer insights as they come in — not waiting six weeks for a final deck. Buyer patterns start becoming visible in real time.

3
Weeks 5–6

Executive Report & Live Readout

We synthesize everything into an executive report with video segments, buyer patterns, competitor takeaways, and specific GTM moves your team can act on immediately. The pilot ends with a live readout where your leadership team hears the findings directly — and a 20-minute research roadmap session where we walk you through the opportunities your research uncovered.

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

Win-loss analysis shouldn't take six months.

Buried Wins Win-Loss Pilot

6-week sprint · All-inclusive

Starting at $15K

Includes all customer incentives ($75–150 per interview)

  • 8–10 one-on-one buyer interviews (closed-won + closed-lost)
  • Internal alignment interviews with your GTM team
  • Done-for-you outreach, scheduling, and incentives
  • Weekly video highlight digest during research phase
  • 20-minute research roadmap session
  • Executive report with video segments, buyer patterns, competitor takeaways, and specific GTM moves
  • Live readout with your leadership team
  • 24/7 Buried Insights dashboard access (all transcripts, videos, findings)
Plan my pilot →
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?
Buried Wins one-time projects run $15K–$30K (6 weeks, 15 interviews recommended). Ongoing programs start at $4K/month with a 3-interview minimum. Pricing is per-interview: $1,200/interview for buyers from your contact list, $1,400/interview for prospects we source ourselves, including competitor buyers. Incentives and full synthesis are included.
How long does a win-loss analysis program take?
Six weeks from kickoff to live readout. Week 1 is kickoff and recruitment, weeks 2–4 are interviews and analysis (with same-day transcripts and weekly highlight reels), and weeks 5–6 are synthesis and the executive readout with your leadership team.
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. Buried Wins is an agency. They give you a dashboard and templated outputs; we run the interviews ourselves, synthesize the findings, and walk your leadership team through the results personally. The deliverable is a research product your GTM team can act on, not a tool your team has to interpret.
How often should we run win-loss analysis?
Run a 6-week pilot to set the baseline, then roll into an ongoing program of 3–5 interviews per month. Win-loss is only as valuable as it is current — competitors move, your messaging moves, your market moves. The teams who win compound the research.
What does a Buried Wins win-loss pilot include?
10–15 one-on-one buyer interviews, internal alignment interviews with your GTM and product leaders, done-for-you buyer outreach and scheduling, same-day transcripts, weekly video highlight clips, your Buyer Map (a video-rich synthesis of win-loss findings, buyer personas, and the buyer truths deciding your deals), and a live readout with your team. Starting at $15K.
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 your 6-week pilot. 8–10 interviews. All run by one agency, with one PMM running every conversation. And a report your leadership team can actually act on.

Plan my pilot → Book scope call →
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