The best B2B win-loss analysis services in 2026.
Most internal win-loss is broken. Sales reps record what they want to be true. Buyers tell third-party researchers things they would never tell a vendor. The firms below run real win-loss work that produces real changes to product, sales, and marketing. We have included our own service alongside the platforms and consultancies, and been honest about fit.
Methodology
How we built this list.
We focused on firms whose win-loss work is documented through case studies and methodology pages, not those who treat win-loss as a generic consulting deliverable. We removed firms without published methodology. ORRJO is in this list and listed honestly.
The 7 firms we would trust with win-loss work.
Klue
The category leader in competitive intelligence, with a strong win-loss module. Best when win-loss needs to feed an ongoing CI programme rather than be a one-off project. Platform plus services hybrid.
- Recognised category leader
- Platform plus services hybrid
- Strong product depth
- Platform pricing makes it heavy for small teams
- Self-serve win-loss requires real internal capacity
- US/Canada-skewed
Best for: Mid-market and enterprise B2B with an existing CI function and 30+ deals/quarter to analyse.
Clozd
Specifically a win-loss firm. Strong methodology, recognised in enterprise B2B. Useful when you want win-loss done by specialists rather than as part of broader research.
- Pure-play specialism
- Recognised enterprise methodology
- Detailed reporting
- Enterprise pricing
- Slower than agency-led firms
- Less suited to fast-moving scale-ups
Best for: Enterprise B2B wanting specialist win-loss work with formal methodology.
Anova Consulting
A specialist B2B research consultancy with a win-loss practice. Senior interviewer-led work, formal output. Strong for industries where buyer access is hard.
- Senior interviewers, no junior layer
- Strong on hard-to-reach buyers
- Robust methodology
- Smaller team, capacity-constrained
- Project-based pricing harder to budget
- US-anchored
Best for: B2B with complex buyers (financial services, regulated industries) needing senior research.
Trinity Perspectives
Strong on enterprise B2B win-loss with cross-region delivery capability. APAC-led but does global work. Recognised methodology, formal output.
- Strong enterprise credentials
- Cross-region delivery
- Recognised methodology
- Enterprise pricing
- Less suited to growth-stage
- Slower than agency firms
Best for: Enterprise B2B wanting cross-region win-loss with rigorous methodology.
Corporate Visions TruVoice
A productised win-loss tool sold via Corporate Visions. Best when win-loss needs to feed an internal sales enablement function continuously. More tool than service.
- Productised, continuous
- Integrates with sales enablement
- Subscription model fits ongoing programmes
- Tool, not a research service: requires internal capacity
- Less custom insight
- Pricing not transparent
Best for: Sales-led organisations wanting continuous win-loss feeding sales enablement.
ORRJO Intelligence
Us. Win-loss is one of several Intelligence sprints (alongside ICP, voice of customer, market mapping). Delivered in days, not weeks with senior interviewers. Best when win-loss findings need to feed directly into messaging, sales enablement, or outbound.
- Fast delivery
- Senior interviewers throughout
- Connected to broader GTM execution
- Less specialist than Clozd or Anova
- Smaller win-loss-only bench
- Best fit for £1M-£25M ARR B2B
Best for: B2B between £1M and £25M ARR wanting fast win-loss connected to action.
Growth Velocity
A research consultancy with a strong win-loss practice for SaaS and tech. Smaller than Anova, more focused than Corporate Visions. Solid mid-tier choice.
- Tech-specific expertise
- Senior researchers
- More agile than enterprise specialists
- Smaller team
- Less recognised brand
- Pricing varies
Best for: SaaS and tech B2B wanting senior win-loss without enterprise pricing.
FAQ
Buyers tell third-party researchers things they would never tell a vendor. Internal win-loss is biased by sales rep self-justification and limited by interview access. Independent work consistently surfaces things internal post-mortems miss.
Twelve to twenty-five for meaningful patterns. Below twelve you are getting anecdotes. Above twenty-five you are getting saturation. The right number depends on deal volume and segment complexity.
£3,000 to £15,000 for an agency-led sprint. £30,000+ for enterprise specialists. Platform-led ongoing programmes start at $30k/year. The right price depends on whether you want a project or a function.
Fourteen to twenty-eight days for a focused sprint. Six to twelve weeks for enterprise specialist work. Anything faster than two weeks is unlikely to include real interviews.
Response rates run 35% to 50% for skilled outreach to recent buyers (won or lost). Most buyers like being asked. The interviewer matters more than the brand of the firm.
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