You keep hearing “we went with a competitor” but never the real reason
Sales speaks to anyone who’ll take a meeting
You can’t describe what your best customers have in common
No clear picture of why people actually chose you
Win/Loss analysis - real buyers, not your team’s version
ICP definition built from actual patterns
Buyer persona research - what they care about, what scares them
Competitive intelligence and positioning mapping
Salespeople hear the honest reason they won or lost a deal about 40% of the time. That’s Anova’s number and it matches what we see: the CRM says “price”, the real story was a champion who went quiet in week three. So we go to the source. We interview your buyers directly: the ones who chose you, the ones who didn’t and the ones who left. An outside interviewer gets the truth because there’s no relationship to protect and no ego in the room.
Interviews are half the picture. We also dig through what your customers do: QBR recordings, support conversations, which parts of the product your best accounts lean on. Then we test the ICP against your actual revenue data, rolling subsidiaries into real parent accounts and checking which segmentation dimensions survive contact with the numbers. AI agents help us classify and web-verify hundreds of accounts in days, which is why this no longer costs a quarter of someone’s year.
You get win/loss patterns with verbatim buyer quotes, a validated ICP with the evidence attached and a disqualifier list your sales team can use on live calls. It’s the raw material for everything else we do: the messaging work is built from what these buyers said.