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: our own entry comes first, marked as the publisher’s entry, so judge it hardest. Every fact about another firm below comes from that firm’s own website, checked on 14 October 2026, and the sources are listed at the end.
The 7 firms we would trust with win-loss work.
ORRJO Intelligence
The publisher’s entry. Judge it hardest.
Us. Win-loss is delivered inside ORRJO Intelligence, alongside ICP research, voice of customer, buyer interviews and competitive intelligence. An ORRJO analyst checks and signs off every report. Best when win-loss findings need to feed directly into messaging, sales enablement, or outbound.
- An ORRJO analyst checks and signs off every report
- Win-loss, ICP and competitive research from one team
- Connected to broader GTM execution
- Less specialist than Clozd or Anova
- Smaller win-loss-only bench
- Best fit from well funded startups to large corporates
Best for: B2B teams from well funded startups through to large corporates wanting win-loss connected to action.
ORRJO Intelligence, the research platform · Priced on the call · Book a 30-minute call
Klue
Klue is a competitive intelligence platform with a win-loss suite, founded in 2015 by Jason Smith and Sarathy Naicker. Its win-loss page says it combines five capture methods: AI Interviewer, Blindspot Interviews, Win & Loss Stories, Human Expert Interviews and Bring Your Own Interview. Klue says it “is the only win-loss platform that unifies competitive intelligence and buyer feedback in one place”; that is Klue’s own claim.
- Win-loss and competitive intelligence in one platform
- Human Expert Interviews run by Klue’s analyst team
- Published case studies, including SurveyMonkey’s use of win-loss insights
- It acquired DoubleCheck Research in January 2023 and Goldpan in March 2025 for its win-loss services
- No published price: klue.com/pricing redirects to the homepage
Best for: Teams that want win-loss and competitive intelligence in the same platform.
Clozd
Clozd describes itself as “a consulting and software services provider” and was founded in 2017 by Andrew Peterson and Spencer Dent. In a Live Interview, a Clozd interviewer runs a 30-minute conversation with your buyer; Flex Interviews are AI-assisted. Results are delivered in the Clozd Platform, and Clozd says most of its clients settle into ongoing programmes of 50 to 200 interviews a year.
- Live, interviewer-led buyer conversations
- AI-assisted Flex Interviews alongside them
- A free buyer interview to test it first
- Its privacy policy says personal data from outside the United States is “transmitted to us and processed in the United States”
- No published price: its /pricing address returned a page-not-found error
Best for: Teams wanting an ongoing, specialist-run win-loss interview programme.
Anova Consulting
Anova describes itself as “a specialized market research consulting firm focusing on providing B2B companies with insights that drive more effective sales and retention efforts”. Its win-loss FAQ says a programme usually means in-depth telephone interviews with new clients or lost prospects, run by Executive Interviewers specialised by industry, and delivered as transcripts, its myView dashboard and periodic executive readouts.
- Executive Interviewers specialised by industry
- Published win-loss case studies
- Largest practice areas: enterprise technology and SaaS, financial services, professional and business services, and healthcare
- Programmes typically run on an ongoing annual basis, with a one-quarter or six-month pilot available
- Its FAQ says its team is U.S.-based, with global clients and interviewing capabilities
Best for: B2B companies in technology, financial services, professional services or healthcare wanting an ongoing, interviewer-led programme.
Trinity (began as Trinity Perspectives)
Trinity’s about page traces it to Trinity Perspectives, “a consultancy dedicated to conducting independent win-loss analysis for enterprise sales teams”, and it now pairs that consulting method with a platform. In its own words: “High value sales cycles require high-touch win-loss interviews. High volume sales require a platform that scales effortlessly.”
- Senior consultant interviews combined with platform-driven outreach
- A published three-step framework: Foundation and Strategy, Insights Delivery, Continuous Improvement
- A named customer spotlight from Workday on its win-loss page
- Its contact page says “Our HQ is in Sydney” and lists Los Angeles and London as locations
Best for: Enterprise B2B sales teams wanting consultant-led win-loss interviews.
Corporate Visions TruVoice
TruVoice is Corporate Visions’ buyer insights and win-loss programme. Its page says it collects feedback through dynamic surveys triggered automatically by deal outcomes, customer milestones or experience events, and that for select deals Corporate Visions’ team also conducts and analyses live interviews. It links buyer feedback to seller performance and coaching.
- Automated surveys plus live interviews on select deals
- Buyer feedback tied to coaching and enablement
- A UK office in Ascot, Berkshire
- Primary Intelligence’s website now redirects to the TruVoice page
Best for: Sales-led organisations wanting win-loss feedback tied to coaching and enablement.
Growth Velocity
Growth Velocity was founded in 2016 by Willem Maas and sells a win-loss analysis service aimed at complex sales. It says clients work directly with Willem Maas and a team of senior consultants, that it begins with a baseline of at least 20 buyer interviews, and that it leads readout and Q&A sessions on its findings. Its privacy policy calls it a California-based business that works with B2B software companies.
- Work directly with the founder and senior consultants
- Published case studies, including Lightbend and Tictail
- Integrations with Crayon, Slack and Salesforce for sharing outputs
- It says you can keep using its automated process if you bring the programme in-house or switch vendors
Best for: B2B software companies wanting senior, consultant-led win-loss.
FAQ
Buyers tend to be more candid with someone who did not sell to them, according to the providers who run win-loss. Anova says buyers are generally more candid with an independent interviewer than with the salesperson involved in the opportunity, and Clozd says the closed-lost reason a rep picks in the CRM does not match the reason the prospect gave 85% of the time. Both sell win-loss services, so weigh their figures accordingly.
Growth Velocity begins with a baseline of at least 20 buyer interviews, and a Product Marketing Alliance article by its founder recommends at least 20 for an initial analysis. Clozd puts it at 20 to 30 interviews for a specific B2B segment and says meaningful insight is possible from as few as 10. The right number depends on deal volume and segment complexity.
The right price depends on whether you want a project or a function. None of the other six providers on this page publishes a win-loss price on its own website. ORRJO Intelligence is scoped and priced on a 30 minute call.
It depends on the delivery model. A Product Marketing Alliance article by Growth Velocity’s founder says services typically complete the buyer interviews within one to two months in a clustered model, or spread them over one to two years in a subscription model. Klue says its Blindspot Interviews have a typical turnaround of two weeks, and Anova runs programmes on an ongoing annual basis, with a one-quarter or six-month pilot available.
Many will, but not all. Clozd puts B2B participation at 15% to 30%, so you may need to contact 100 to 200 closed accounts to complete 20 to 30 interviews. Growth Velocity says 61% of the buyers it contacted during 2025 agreed to an interview or survey. Both are the providers’ own figures.
Sources
Every fact about another provider on this page comes from that provider’s own website, except where a named third-party page is given. Figures a provider publishes about its own market are marked as its own.
- Klue, Win-Loss, About, Contact and /pricing (redirects to the homepage). Five capture methods, Klue’s “only” claim, Blindspot turnaround, founders and founding year, Vancouver head office, no published price. Checked 14 October 2026.
- Klue, SurveyMonkey case study, DoubleCheck Research acquisition (18 January 2023) and Goldpan acquisition (18 March 2025). Checked 13 and 14 October 2026.
- Clozd, homepage, About, Flex Interviews, Free interview, Privacy Policy and /pricing (page not found). Self-description, founders, interview types, free interview, Lehi address, US data processing, no published price. Checked 13 and 14 October 2026.
- Clozd, How Many Post-Decision Interviews Do You Actually Need?, How Many B2B Customer Interviews Do You Actually Need? and Evaluating Top Win-Loss Analysis Service Providers. 50 to 200 interviews a year, 10 interviews, 20 to 30 per segment, participation of 15% to 30%, the 85% CRM mismatch. Checked 13 October 2026.
- Anova Consulting Group, homepage, Win-loss FAQ, Win / Loss Analysis, Case studies and Contact. Self-description, interview model, deliverables, programme length, practice areas, US-based team, candour, Brookline address. Checked 14 October 2026.
- Trinity, About, Win-Loss Analysis and Contact. Trinity Perspectives origins, engagement model, three-step framework, Workday customer spotlight, Sydney HQ and locations. Checked 14 October 2026.
- Corporate Visions, Buyer Insights and Win-Loss Analysis | TruVoice. Collection model, live interviews on select deals, coaching link, Mesa HQ, Ascot UK office. The Primary Intelligence website (primary-intel.com) redirects here. Checked 14 October 2026.
- Growth Velocity, homepage, About and Privacy Policy. Founder and 2016 founding, senior consultants, 20-interview baseline, readouts, integrations, case studies, 61% participation figure, in-house option, California base. Checked 14 October 2026.
- Product Marketing Alliance, Five tips for selecting a win/loss analysis service, by Willem Maas, updated 5 May 2024. At least 20 interviews; clustered and subscription delivery models. Checked 13 October 2026.
- ORRJO, ORRJO Intelligence and methodology. What Intelligence covers, the analyst sign-off.
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