Win-loss analysis tells you why you lost the deal. We tell you what that buyer is saying about you right now.
We anonymously interview your lost prospects and churned customers to find out what you could have done differently, what they are saying about you now, and what to fix first.
85% of closed-lost data in your CRM is either completely wrong or missing vital information.
Reps do not lie intentionally. But they enter a loss reason at the moment they are least motivated to reflect on it. What goes into the system is whatever the buyer politely told them on the way out, which in most cases is not the real reason.
Source: independent win-loss research across 1,000+ closed-lost opportunities.
What your CRM says
Closed Lost: Pricing
What the buyer actually said
“Pricing was never the issue. My CFO overruled me, and nobody on their team ever spoke to my CFO.”
What's happening right now
That champion still rates you. She has told two peers to put you on their shortlist.
What your CRM says
Closed Lost: Went with competitor
What the buyer actually said
“Your product was honestly fine. Their implementation story just made switching feel safe. Yours felt like a risk I could not sell internally.”
What's happening right now
That buyer now sits on your competitor's customer advisory board, shaping the roadmap you will be up against next year.
What your CRM says
Closed Lost: No decision
What the buyer actually said
“We were ready to buy, but I could not get it prioritised internally, and nobody on your side helped me build the business case, so we moved on to a new project.”
What's happening right now
They still rate you highly and would re-engage if approached. Nobody followed up.
What your CRM says
Churned: Non-renewal
What the buyer actually said
“The product did what it said. We just went quiet on each other after onboarding. I have not heard from anyone in months.”
What's happening right now
They recently attended an industry event and told three separate people not to consider you in a selection process.
Every line in your CRM is your side of the deal. Not fabricated, not useless, just the seller's version. The buyer's version never entered the system.
You have got the best tools and frameworks revenue teams have ever had. None of them can tell you how the buyer felt.
AI has helped revenue leaders be more efficient and automate at a level that was not possible five years ago. These tools are genuinely powerful. They all share the same blind spot.
Call recording and conversational intelligence
Brilliant at
Reading every call and email, scoring the conversation, surfacing coaching moments, saving your team hours. A genuine game changer for seller efficiency.
Can't see
How the buyer felt while it was happening, or anything they thought and said after the conversation ended.
Sales frameworks (MEDDPICC and similar)
Brilliant at
Qualifying deals, mapping decision criteria, driving discipline and forecast accuracy.
Can't see
What it felt like to be on the other side of the process. No framework ever asks the buyer.
Gartner predicts that by 2030, 75% of B2B buyers will prefer sales experiences that prioritise human interaction over AI.
Source: Gartner, August 2025.
In a world where everything is being automated, the experience of buying from you is going to matter more than ever. Most companies have no way to measure it.
AI can read the transcript. It cannot have the one conversation that matters, the one that only happens when no one is selling. None of your tools can, because none of them are human.
NPS
NPS has its place. It gives you a fast, trackable pulse on your existing customers, and a falling score is a real warning sign. But a number from nought to ten tells you something changed, not why, and not what the buyer is now saying to their peers. It measures temperature, not cause.
G2 reviews and testimonials
G2 reviews and testimonials are genuine buyer voices, and they are great for marketing. The catch is who they come from: your warmest, most willing customers, who know their name is attached. They are a highlight reel from people who were always going to speak well of you. The buyers who went elsewhere or churned are not writing reviews.
Both are useful. Neither tells you what the buyers you lost actually think, which is exactly the group whose opinion changes your pipeline.
This is not a you problem. Every revenue team is flying on the same instruments, and they all have the same blind spot.
Every deal you lose has an afterlife. So does every customer who leaves.
The moment a deal closes, won or lost, the buyer does not disappear. They go back to their network and tell people what dealing with you was actually like. Some become advocates, sending you referrals and recommendations you will never trace back to them. Others become critics, steering peers toward your competitors. This is your invisible pipeline. It is running right now, and the only question is which way it is flowing.
73% of B2B buyers say peer recommendations are the number one factor in choosing a vendor.
Source: Wynter, 2024.
If recommendations are the single biggest factor in how your buyers choose, then every experience you create, good or bad, is shaping pipeline you will never see.
Advocates creating pipeline
One advocate
Put you on their shortlist for Q3.
Asked for an intro to your team.
Mentioned you in a buying group discussion.
Second-degree referral you will never trace back.
Each advocate: approximately £50K to £150K in invisible pipeline per year.
Based on 2 to 3 peer recommendations per year at average B2B deal values.
Critics destroying pipeline
One critic
Told a peer not to bother with you.
Recommended your main competitor instead.
Removed you from a shortlist before you knew you were on it.
A deal you will never know you lost.
Each critic: approximately £50K to £150K in invisible pipeline damage per year.
Based on 2 to 3 negative conversations per year at average B2B deal values.
Your CRM does not know the difference. Both look the same in the system. The pipeline impact is completely opposite.
You lose around 100 deals a year. If even 20 of those buyers walked away as critics, that is 40 to 60 conversations steering peers away from you, at your average deal size. Now run the same maths on the advocates you are not creating.
Illustrative. Your real ratio is the thing we measure.
Right now you do not know the ratio. We find out.
This isn't market research. It isn't a survey. It's a structured, independent, human conversation, with the depth to turn what buyers say into insight you can act on.
The Lost Revenue Assessment
A 60-minute working session with your leadership team. We quantify the financial exposure from deals you could have won and customers you didn't need to lose, using your own data. Your team makes predictions across five dimensions of buyer experience. Those predictions become one of the most powerful elements of the final report.
The Buyer Perception Report
Anonymous interviews with your lost prospects or churned customers, synthesised into a strategic report covering five dimensions of buyer experience, competitive intelligence, and a pipeline impact analysis. Findings are delivered live: your predictions shown first, then buyer reality revealed one dimension at a time.
The Action Workshop (optional)
A half-day facilitated session where we partner with your leadership team to turn findings into specific commitments. Specific changes, with owners, timelines, and measurable outcomes.
What your report reveals
Your leadership team's predictions are revealed against buyer reality in a live session, one dimension at a time. The gaps between what you believed and what your buyers actually said become immediately visible.
Your Buyer Perception Score
A single number showing how your market actually perceives you, revealed dimension by dimension across five areas of buyer experience.
Where the experience breaks down
Stage-by-stage scoring from first impression to final decision, showing exactly where you are losing goodwill and why.
Your advocate-to-critic ratio
How many of your lost prospects would recommend you to a peer, and how many are actively steering people away.
What they would tell peers
In their own words. The conversations happening about you that you have never been part of.
How your competitors showed up
Direct, experiential comparison from people who evaluated you side by side, against what your team assumed.
What to fix first
Prioritised actions ranked by revenue impact: the gaps most likely to improve your win rate, reduce churn, and protect the pipeline you have already built.
Revenue Leaders
You suspect the reasons in your CRM don't tell the full story, on the deals you lose and the customers you quietly lose after the sale. You want independent evidence to shape how your team sells and retains, not opinions, not frameworks, not what your reps told you happened.
Founders and CEOs
Your VP Sales says you lose on pricing. Your buyers say you lose on responsiveness. You need the truth before you invest in the wrong fix.
Gordon
I spent twenty years in B2B sales and have been VP Sales at three VC-backed SaaS companies, running sales and customer success teams in fast-paced, imperfect companies. I know how companies make decisions about their pipeline, their positioning, and their competition. And I know how much of it is based on their own version of events.
Buyer Perception exists because I kept seeing the same pattern: buyers being marked as closed-won or closed-lost in the CRM and never heard from again, while leadership teams built strategy on internal data and feedback from the customers who were always going to say nice things. The buyers who could actually help them improve were the ones nobody was talking to.
If that gap matters to you, let's talk.
Stop losing deals you don't need to lose.
Find out what your buyers say about you when you are not in the room.
If your buyers do not engage, you do not pay. No platform, no annual contract, just the truth when you need it.