Buried Wins

🐙 Recipe for B2B win-loss programs: Mix 15% Research Prep, 40% Recruitment, 15% Interviews, and 30% Analysis. 🔪 Research Prep: It starts with internal interviews to understand how Sales, Product, and Marketing leadership see their world. What are the problems? Where are the opportunities? At Buried Wins, this step grounds the research in the context of your business, so the findings don’t just float in a vacuum. 🛒 Recruitment: I was shocked by the enormous amount of time I’ve spent and the money we invest into recruiting. But interviews are the fuel for useful insights for our clients. Whether it’s closed-lost deals that went dark or your biggest wins, getting those conversations lined up takes effort, but it’s non-negotiable. This is the unsexy, absolutely critical foundation of good research. 🍳 Interviews: Great question guides are half the battle. I love the quote: “A problem well-defined is a problem half solved.” The other half? Listening for revenue opportunities or red flags and digging in deep. 🔎 It’s not just about asking questions, it’s about reading between the lines, following the thread, and uncovering the “why” behind every answer. 🍽️ Analysis: It’s not just about finding insights, it’s about telling a story that drives action. A poorly told story will turn million-dollar opportunities into reports that never see the light of day. Building a great win-loss program is more than sending out an email and hopping on a call. But you would not believe the impact you can have in aligning an organization and winning more deals when you do it well. --- Want to steal this recipe for your internal teams? I’m hosting a free "Product Marketing Workshop: Win-Loss Research" Thursday, September 18 • 1:00–1:30 PM EDT Register here: https://lnkd.in/gj_Na5eP

"I found you on reddit" - A private equity operating partner who came inbound to Buried Wins website for their portcos! 7 months ago a friend texted me about a reddit post they saw, "Struggling with win-loss analysis - how do you handle it?" Instead of responding, I emailed and called 5 different clients and asked them for a favor. I said that I heard Reddit is great for AEO, if you could respond to this post with your genuine feedback on Buried Wins I'd appreciate it. This past Thursday, I hosted a call with a large PE firm interested in services for their portfolio companies. She came inbound from to our website and signup form. When I asked how she found us, she said Reddit! My takeaway is that impact isn't immediate in marketing. Content, podcasts, going above and beyond for customers, asking for reviews. Brand awareness compounds if you stick with it and survive long enough to reap the rewards.

How do you handle buyer push back? Discount? Only 17% of buyers stayed with their existing vendor because of price. In our Buyer Truths report of 172 software buyers in 2026: 51% stayed with their existing vendor because of implementation effort. 15% stayed due to personal credibility risk OR political resistance. Discounting as a gut reaction to buyer push back is lazy and costing you deals. Check out this episode of Buyer Truths with Becky Abraham and Jen Allen-Knuth to learn a whole lot more. PS - Thanks to Jess Cook for the Canva template to showcase our podcast - discovered during the Exit Five webinar blitz.

You just closed Q1. Ask yourself (or your Sales team) these 2 questions: 1. When we lose, why do we lose? 2. How did we arrive at that answer? It's never been easier to take call transcripts, dump them into AI, and analyze the patterns. But, when Drew Giovannoli and I conducted the buyer research for our 2026 Buyer Truths study, 65% of mid-market and enterprise B2B buyers said they withheld the real reason the losing vendor lost the deal. So, while AI makes it easier to analyze what buyers TOLD us, more often than not, it's not the full truth. Want to see the reasons why buyers ended up sticking with status quo? What made them cut a vendor? And, the ranking of what mattered most in their final decision? Findings here (ungated, no need to give us your email): https://lnkd.in/e3r3EJrm (And - if you don't have a 3rd party doing win/loss analysis for you....check out Drew's company, Buried Wins. This isn't a paid post. I've just had an opportunity to work closely with Drew on this report and have seen the quality of his win/loss work. He's a gem.)

I'm honored, Clozd! Nearly 3 years ago I launched a win-loss agency and today the top name in the space is buying ads against us. - Maybe it's the influx of G2 reviews Buried Wins is earning - Maybe it's hosting the Product Marketing Alliance conference in Austin - Maybe it's a closed-lost reason code in your own Saleforce against us Either way, thank you Clozd for establishing the industry and educating b2b on the impact win-loss can have. If you're a product marketing leader considering Clozd and want to see why we're worth bidding against, I'd love to chat.

A CMO at a $10M startup. An RVP of Sales at a $500M company. Both sitting down to walk us through a real purchase decision, start to finish, so sellers and marketers can learn how buyers actually think. That's the Buyer Truths podcast with Jen Allen-Knuth and myself. Find it on Spotify, Apple, or YouTube.