Win-loss intelligence that makes your team smarter over time
Every deal your team wins or loses carries a lesson. Turn those lessons into institutional knowledge your whole company learns from — not post-mortems nobody revisits. AI-powered buyer interviews reveal the real reasons. 72 hours. Knowledge that compounds.
Buyers cite product capability 2.3x more than price as the primary decision driver...
Win-loss intelligence that compounds means understanding why you won certain deals and lost others — not through CRM notes or sales rep guesses, but through direct conversations with buyers. You identify patterns, competitive gaps, and messaging that resonates, then feed those insights back into sales, product, and marketing. Your team stops losing deals for the same reasons because intelligence actually accumulates.
Win-loss insights are trapped in
post-mortems nobody revisits
Your sales team keeps losing deals for the same reasons because intelligence doesn't accumulate. Every quarter starts from scratch.
CRM Loss Reasons Are Unreliable
'Price,' 'budget,' 'chose competitor.' These surface-level explanations mask the truth. You can't spot patterns across deals when each loss feels isolated.
Sales Reps Don't Report Honestly
Reps blame price, feature gaps, or competitor advantage — rarely admitting that poor discovery or missed stakeholders caused the loss.
Traditional Programs Are Expensive and Slow
Consultant-led programs charge $1,500–$2,000 per interview. A 10-interview study costs $15K–$20K. Results take 4–8 weeks.
Insights Don't Compound
You run a study, get a PDF. Sales reads it. Then it sits in a folder. Product doesn't see it. Marketing doesn't act on it.
Reps Only See 40% of the Picture
Your reps weren't in 60% of the buying meetings. They didn't hear what procurement said to the CEO or attend the steering committee call.
Same Losses, Different Quarter
A rep loses to Salesforce in November. Another rep loses for the same reason in February. Your team never connects the dots.
Real-world applications
for win-loss analysis
Quarterly Competitive Loss Reviews
Losing more deals to a new competitor? Interview 15 lost buyers in 72 hours to understand what's winning and adapt your strategy.
Enterprise Deal Post-Mortems
Lost a $5M deal? Interview the buying committee — CTO, VP Ops, Procurement — to uncover the real reasons, not your rep's guess.
Product-Market Fit Validation
Launching a new product? Get unbiased feedback from buyers who evaluated it — what they loved, what fell flat, and what competitors offered.
Competitive Positioning Refresh
Interview 30 buyers who evaluated you against 3 competitors. Learn how they actually perceive you — premium, powerful, complex, trustworthy?
Continuous Monthly Programs
Run monthly 10–15 interview studies. Track trends over 6 months: which competitors are winning, what features matter, where your messaging lands.
Cross-Team Insight Distribution
Sales gets messaging playbooks. Product gets feature requests. Marketing gets positioning updates. Leadership gets executive summaries.
User Intuition vs.
traditional win-loss analysis
| Dimension | User Intuition | Clozd / Consultants / Self-Reporting |
|---|---|---|
| Interview Depth | 30+ min · 5–7 laddering levels | Variable quality (consultant-dependent) |
| Turnaround | 72 hours | 4–8+ weeks (consultants) |
| Study Cost | From $200 | $15,000–$20,000+ (consultants) |
| Bias | Minimal · buyers report honestly to AI | High (reps) or variable (consultants) |
| Scalability | Run continuous programs affordably | Cost-prohibitive for frequent studies |
| Buyer Pool | 4M+ global panelists | Consultant network (often slow) |
| Data Quality | Consistent AI methodology · 98% satisfaction | Variable (consultant experience-dependent) |
| Key Output | WHY deals won/lost; decision psychology | Surface reasons or biased self-reports |
From question to brand intelligence
Define Study
Select won/lost deals and competitors to analyze
Recruit Buyers
Fast recruitment from 4M+ global panel
AI Interviews
Layered questions uncover decision drivers
Synthesize
Themes, competitive matrix, buyer quotes
Report
Structured intelligence for sales, product, marketing
Compound
Build searchable competitive knowledge base
"We ran a win-loss study after losing a $5M deal. Turns out the problem wasn't price or features — our rep missed an ecosystem integration requirement in discovery. We fixed the playbook and increased win rate by 15% in six months."
Joel M., CEO — Abacus Wealth Partners
When AI Helps and When a Human Should Lead Win-Loss Research
AI-moderated interviews remove sales bias from buyer feedback — but some deal debriefs benefit from human consultants.
AI-Moderated Interviews Excel At
- Structured buyer interviews at scale across deal types
- Consistent methodology eliminating sales rep bias
- Competitive positioning and feature gap analysis
- Quarterly win-loss tracking with trend comparison
- Buyer honesty — no awkward dynamics with vendor employees
- 24/7 scheduling to match busy buyer calendars
Consider Human Moderation For
- High-stakes enterprise deal post-mortems
- Complex multi-stakeholder buying committee interviews
- Strategic account relationship recovery conversations
- Executive-level buyer interviews requiring rapport
- Nuanced competitive intelligence requiring follow-up
- Deal reviews where relationship preservation matters
Methodology refined through Fortune 500 consulting engagements.
Win-loss intelligence that
compounds every quarter
In 72 hours, understand why you really win and lose deals. Build a knowledge base that makes every sales conversation smarter.
See how continuous win-loss programs work. We'll help you build a compounding competitive intelligence system.
Launch a win-loss study in minutes. Results in 72 hours. No contract required.
No contract · No retainers · Results in 72 hours