Win-loss analysis tells you why you lost the deal. Buyer Perception tells you what that buyer is saying about you right now.
Not what your CRM says. Not what your team tells you. Anonymous interviews with your lost prospects and churned customers to find out what you did well, what you could have done differently, 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 what goes into the CRM is whatever the buyer politely told them in order to leave the conversation, 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 your team ever spoke to my CFO.”
What's happening right now
Your champion still rates you. She has already told two peers to put you on their shortlist. You will never see either deal coming.
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 someone reached out. Nobody has. That deal is sitting there.
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.
Buyers have no incentive to tell your salespeople the truth. Honesty invites a debate and more selling. Decades of being sold to have trained buyers to end conversations politely instead.
STAGE 1
Lost Revenue Assessment
Free · 45 minutes
Free. No commitmentA working session with your leadership team using your own pipeline and churn data. We quantify the financial exposure from deals you could have won and customers you didn't need to lose. Your team predicts how buyers perceived them across five dimensions. These predictions become one of the most revealing parts of the final report.
STAGE 2
Anonymous Buyer Interviews
Weeks 1–4
8–12 structured conversations with your lost prospects and churned customers, carried out by an experienced B2B revenue leader. Independent. Anonymous. No one knows who said what. Buyers talk to us because they have nothing to lose and no reason to perform.
STAGE 3
Buyer Perception Report
Weeks 5–7
Everything synthesised into a strategic report covering five dimensions of buyer experience, competitive intelligence, and pipeline impact. Not a transcript dump. Not AI-generated analysis. Findings built from human conversations, organised by what matters most to your revenue.
STAGE 4
Live Readout & Action Workshop
Week 8
Your leadership team's predictions revealed against buyer reality, one dimension at a time. The gaps between what you believed and what your buyers actually said become immediately visible. Then the workshop turns findings into three to five specific commitments: changes with owners, timelines, and measurable outcomes. We see the biggest impact when the broader leadership team hears buyer feedback directly.
STAGE 1
Lost Revenue Assessment
Free · 45 minutes
Free. No commitmentA working session with your leadership team using your own pipeline and churn data. We quantify the financial exposure from deals you could have won and customers you didn't need to lose. Your team predicts how buyers perceived them across five dimensions. These predictions become one of the most revealing parts of the final report.
STAGE 2
Anonymous Buyer Interviews
Weeks 1–4
8–12 structured conversations with your lost prospects and churned customers, carried out by an experienced B2B revenue leader. Independent. Anonymous. No one knows who said what. Buyers talk to us because they have nothing to lose and no reason to perform.
STAGE 3
Buyer Perception Report
Weeks 5–7
Everything synthesised into a strategic report covering five dimensions of buyer experience, competitive intelligence, and pipeline impact. Not a transcript dump. Not AI-generated analysis. Findings built from human conversations, organised by what matters most to your revenue.
STAGE 4
Live Readout & Action Workshop
Week 8
Your leadership team's predictions revealed against buyer reality, one dimension at a time. The gaps between what you believed and what your buyers actually said become immediately visible. Then the workshop turns findings into three to five specific commitments: changes with owners, timelines, and measurable outcomes. We see the biggest impact when the broader leadership team hears buyer feedback directly.
The deal closes. The conversation about you doesn't.
73% of B2B buyers say peer recommendations are the number one factor in choosing a vendor.
Source: Wynter, 2024.
The moment a deal closes, won or lost, that buyer does not disappear. They go back to their network and tell people what dealing with you was actually like. Some of them become advocates, sending you referrals you will never correctly attribute. Others become critics, steering peers toward your competitors. This is your invisible pipeline. It exists right now, and you have no way to track, measure, or influence it.
Your current internal data cannot tell you which is which. We can.
What your report reveals
For the first time, buyer perception becomes measurable, comparable, and actionable. 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, tracked over time. The leading indicator your NPS was supposed to be.
Where the experience breaks down
Stage-by-stage scoring from first impression to final decision: where you lose goodwill, and why.
Your advocate-to-critic ratio
How many lost buyers would recommend you, and how many are steering people away.
What they would tell peers
In their own words. The conversations about you that you have never been part of.
How your competitors showed up
Direct comparison from people who evaluated you side by side, against what your team assumed.
What to fix first
Actions ranked by revenue impact: the gaps most likely to lift win rate and cut churn.
Gordon
As VP Sales and Customer Success at three VC-backed companies, I've led teams through growth, retention challenges, GTM resets, and multiple acquisitions.
I've sat where you sit: forecasting from closed-lost reasons I suspected were fiction, and building strategy on feedback from the customers most likely to say something positive. The buyers who could actually help us improve were the ones nobody was talking to.
That's why I built Buyer Perception: to have the conversations nobody else is having, with the people who actually made the decision, and bring back the truth. Even when that might not be comfortable to hear.
If that truth matters to you, let's talk.
Stop letting your competitors win deals you should have won.Stop losing customers you didn't need to lose.
Find out what your buyers say about you when you are not in the room.