B2B Win-Loss Research

Why You Lost & How To Win

Sales reps don’t like to talk about losses and CRMs are poorly maintained. Therefore, a CRM report can probably only tell you who you lost- but not why you lost them. To understand why, you need to hear from lost customers via interviews and/or surveys.

However, Cascade Insights’ research goes far beyond simple wins and losses. Whether you need dead/no-decision analysis for deals lost early in the sales funnel, traditional win-loss research, or a patch job for your CRM, our approach is tailored to the unique needs of B2B technology companies.

Our Approach to B2B Win-Loss Analysis

Cascade Insights has been conducting win-loss research for the B2B tech sector since 2006. All of our analysis comes with the benefit of nearly 15 years of technology and business context. In other words, we design and deliver win-loss studies that are customized to your needs.

Since we know it’s a common challenge to maintain perfect CRM data, at the start of every win-loss effort, we analyze your existing data. Then we let you know expected response rates based on the quality of that data. We also give you strategies and tactics you can use to clean up your CRM moving forward. If necessary, we can help fill the gaps in your CRM with contact information or enough competitor customers to generate a statistically valid research result.

We understand that a standardized analysis format doesn’t work for every organization. Whether you need a dashboard, deal-by-deal summaries, or monthly/quarterly reviews of sales successes and failures, we can help.

We also put special attention into making sure our deliverables meet the needs of stakeholders in a variety of roles. With every win-loss project, we pride ourselves on delivering tactical and strategic actions that your sales, product, and marketing teams can immediately put into action.

A Few of our Clients

Cascade Insights Customer - Adaptive Insights
Cascade Insights Customer - Adobe
Cascade Insights Customer - Bluecat
Cascade Insights Customer - Dassault Systems
Cascade Insights Customer - Decision Lens
Cascade Insights Customer - Dell
HP Enterprise
Cascade Insights Customer - Microsoft
Cascade Insights Customer - Parallels
Pure Storage
Cascade Insights Customer - SAP
Software AG
Cascade Insights Customer - T-Mobile
Cascade Insights Customer - vmware
Cascade Insights Customer - Workiva

When Do You Need B2B Win-Loss Research?

Independent research is helpful whenever you are regularly losing deals you expected to win. Here are some red flags that it’s time for win-loss research conducted by a third-party.

  • It’s getting harder to win deals, and you’re not sure why.
  • Your churn rate is high.
  • Your sales team isn’t performing as well as you hope and/or is getting more negative feedback than usual.
  • Deals are being lost earlier and earlier in the sales funnel.
  • Point solutions that offer targeted features at lower cost are beating out your platform.
  • Your complex solution is losing out to self-service solutions that allow for quicker onboarding.
  • You’ve introduced a new product or service.
  • Your company recently merged with another organization.
  • The buyer persona your sellers are focused on isn’t as important as they once were.
  • Your company has lost a key funding source and you need to drive more sales in a hurry.
  • You’d like to improve channel sales or explore selling through a new channel.

15 Years In the Tech Sector, Thousands of Conversations With B2B Buyers

The Right People for B2B Win-Loss Research

  • Current and potential customers.
  • Competitors’ customers.
  • Partners.
  • Sellers.

The Right Questions for B2B Win-Loss Research

  • What gets us on the long list to start?
  • What factors do buyers consider when generating a shortlist?
  • How often are we losing to a well-known competitor or a lesser-known one?
  • Have competitors changed their prices or discounts?
  • What do competitors say about us to potential customers?
  • How big is the competitor’s sales team and how is it structured?
  • Are we focusing on one-off solutions when buyers concentrate on platforms?
  • How much does a given pricing model factor into the purchase decision?
  • What is the impact of our partners on our sales efforts?
  • Are we losing deals to do-it-yourself or do-nothing?
  • How often are customers engaged with after the sale?
  • How much are customers willing to pay for support services?
  • What can our sales team do differently to limit churn and win more deals?

B2B Tech Sector Specialists

We only accept projects from the B2B tech sector.
Our areas of expertise include:

  • SaaS
  • PaaS
  • IaaS
  • Software
  • Hardware
  • Cybersecurity
  • IoT
  • Cloud
  • AI
  • Big Data
  • AR/VR
  • Blockchain
  • Applications
  • Infrastructure
  • & More

Our clients range from enterprise giants to stars of the mid-market.
We help companies in the following fields:

  • IT Services
  • FinTech
  • MarTech
  • Health Tech
  • Green Tech
  • EdTech
  • AdTech
  • Legal Tech
  • BioTech
  • GovTech
  • InsurTech
  • RetailTech

Market Research Methodologies

  • In-Depth Interviews (In-Person & Online).
  • Focus Groups (In-Person & Online).
  • Web Surveys.
  • Online Research Communities.
  • Quantitative Studies.
  • Social Media / Online Community Analysis.
  • Longitudinal Research (Communities, Diaries, Etc.).
  • Secondary Research.

Cascade Insights Customer - Bluecat

“Cascade Insights was a true partner for us as we embarked on our competitive analysis project. They customized their approach to meet our needs, helped us better define the data we were looking for, and then they stepped up and delivered a comprehensive, detailed analysis of our market. The Cascade team spent the time to understand our technology, our target market, and our business, which made the process painless and the result a resounding success.”

— Scott Penney, Director of Cybersecurity Solutions, Bluecat

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