Clozd Alternatives: Win-Loss Analysis Providers Compared

Alternatives to Clozd for B2B win-loss analysis include Klue Win-Loss, Anova Consulting Group, Corporate Visions TruVoice and Trinity, plus Winxtra and B2B International, which both list UK addresses. None of them publishes a win-loss price on the pages we checked, and neither does Clozd. ORRJO Intelligence, which includes win-loss analysis, starts from £2,500 a month.

We compared them on the four things buyers ask first: how the interviews are run, where the provider is based, what timings it publishes and what it charges. Every provider description comes from the provider's own website, plus one investor release about Primary Intelligence, all checked on 13 October 2026. The comparison is not a ranking. ORRJO publishes this page, and ORRJO's row is the publisher's entry, so read it with that in mind.

• Clozd in one line: a win-loss consulting and software provider founded in 2017, running human-led interviews of about 30 minutes and AI-assisted interviews, with its postal address in Lehi, Utah.
• Win-loss and competitive intelligence in one platform: Klue.
• Consultancies with specialist interviewers: Anova and Trinity.
• Automated surveys plus live interviews on select deals: Corporate Visions TruVoice, where Primary Intelligence's website now points.
• UK addresses: Winxtra (registered office in London), B2B International (London, Manchester and Edinburgh), Corporate Visions (Ascot) and ORRJO (headquartered in Glasgow, registered office in London).
• Win-loss with ICP and competitive research from one team: ORRJO Intelligence, from £2,500 a month (publisher's entry).

When is Clozd the right choice, and when should you look elsewhere?

Clozd fits when you want a specialist to run an ongoing win-loss interview programme for you and deliver the results in its own software. It describes itself as "a consulting and software services provider" that carries out data collection and analysis for its clients, and it was founded in 2017 by Andrew Peterson and Spencer Dent.

Clozd fits when you want

• Interviews run by a neutral party. Clozd says "Customers share more openly with a neutral third party", and describes its interviewers as seasoned qualitative research professionals.
• Human and AI interviews in one place. In a Live Interview, a Clozd interviewer runs a 30-minute conversation with your buyer. Flex Interviews are AI-assisted, with an AI "modeled after Clozd’s proven interview methodology". The Expert Network uses interviewers who hold the Clozd Certified Interviewer (CCI) credential. Live Interviews are transcribed, analysed and delivered in the Clozd Platform.
• An ongoing programme at volume. Clozd says "Most Clozd clients eventually settle into ongoing programs of 50 to 200 interviews per year", and that it has conducted "tens of thousands of win-loss interviews".
• To test it first. Clozd offers a free buyer interview on one of your own wins or losses.

Look elsewhere when you need

• A published price. Clozd's /pricing page returned a 404 when we checked on 13 October 2026, and none of the Clozd pages we read states a price.
• Buyer data handled in the UK. Clozd's privacy policy says personal data from people outside the United States is "transmitted to us and processed in the United States", and that for transfers from the UK it relies on the UK Addendum to the SCCs. Whichever provider you choose, ask where interview recordings and transcripts are stored.
• Win-loss inside a competitive intelligence platform. Klue sells win-loss and competitive intelligence in one platform (see its profile below).
• Win-loss tied to ICP, positioning and competitive research. ORRJO Intelligence delivers win-loss analysis alongside ICP research, voice of customer, buyer interviews and competitive intelligence, from £2,500 a month. This is the publisher's entry.

How do the Clozd alternatives compare?

They differ in who runs the interviews, where they are based and how much they publish: of the seven providers we compared with ORRJO, Klue, Anova and Winxtra publish timings on the pages we checked, and ORRJO is the one that publishes a price. The table compares Clozd with seven alternatives on interview model, UK presence, published timings and published price. Each cell comes from the provider's own website, checked on 13 October 2026. "Not found" means we did not find the detail on the pages listed under Sources, not that the provider cannot do it.

What does each Clozd alternative offer?

In short: Klue pairs win-loss with competitive intelligence software, Anova and Trinity are consultancies with specialist interviewers, Corporate Visions combines automated surveys with live interviews, and Winxtra and B2B International are options with UK addresses. Each profile uses the provider's own pages, and where a provider makes a claim about itself, we say so.

Klue Win-Loss

Klue is a competitive intelligence platform with a win-loss suite. It was founded in 2015 by Jason Smith and Sarathy Naicker and has its head office in Vancouver. Its win-loss page lists five capture methods: an AI Interviewer that runs voice conversations of two to five minutes, Blindspot Interviews with buyers who never crossed your pipeline, Win & Loss Stories generated from CRM and Gong, Human Expert Interviews designed and conducted by Klue's analyst team, and Bring Your Own Interview, which takes recordings or transcripts from interviews run "with any vendor or internally". 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.

Klue acquired DoubleCheck Research in January 2023 to bolster its win-loss services, and DoubleCheck's old domain now redirects to Klue's win-loss page. In March 2025 it acquired Goldpan, a startup specialising in AI-driven win-loss research. Klue's about page lists a leader for EMEA; we found no UK address. For a side-by-side with ORRJO, see ORRJO Intelligence vs Klue.

Anova Consulting Group

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", and its site description calls it a "Leader Since 2005" in win-loss analysis. Its win-loss FAQ says a programme "usually entails conducting in-depth telephone interviews with new clients or lost prospects", run by Executive Interviewers specialised by industry. Deliverables are the interview transcripts, the myView dashboard and periodic executive readouts. Programmes typically run on an ongoing annual basis, with a one-quarter or six-month pilot available. Its largest practice areas are enterprise technology and SaaS, financial services, professional and business services, and healthcare. Anova lists its address in Brookline, Massachusetts, and says that while its team is U.S.-based, it has global clients and interviewing capabilities and can accommodate local languages.

Corporate Visions TruVoice (and Primary Intelligence)

In February 2023, The Riverside Company invested in Primary Intelligence, "a provider of SaaS-based win-loss analysis solutions for B2B companies", as an add-on to its Corporate Visions platform. The release said Primary Intelligence had "analyzed nearly 100,000 B2B purchase decisions for hundreds of companies in 50 different industries over the past 20 years". Primary Intelligence's website now redirects to Corporate Visions' TruVoice page. TruVoice collects feedback through dynamic surveys triggered automatically by deal outcomes, customer milestones or experience events, and for select deals Corporate Visions' team also conducts and analyses live interviews. Corporate Visions lists its HQ in Mesa, Arizona, and a UK office in Ascot, Berkshire.

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 says the team has pursued its mission since 2011. It now combines that consulting method with a digital platform. In its own words: "High value sales cycles require high-touch win-loss interviews. High volume sales require a platform that scales effortlessly." Trinity says "Our HQ is in Sydney" and lists Los Angeles and London as locations, with no London address given. Its homepage cites "15 years of B2B Win-Loss expertise across five continents".

Winxtra

Winxtra is a trading name of Win Labs Group Limited, registered in England and Wales, with a registered office on Great Portland Street, London. It runs win-loss and churn analysis through "human-to-human interviews", not online surveys or internal guesswork. It says it is based in the United Kingdom and seeks to keep identifiable client and research data within the UK or European Economic Area where practical. Its offer: "Get buyer interviews + churn insights in 60 days - or your money back."

B2B International

B2B International says its win-loss research and analysis services "help your sales team improve performance by understanding what works in the sales process and what areas need improvement". The same page carries a case study headed "Helping a tech client increase revenue by 16%". Its contact page lists offices in London, Manchester and Edinburgh, plus offices outside the UK. We did not find its interview format described on the page we checked.

How much do Clozd and its alternatives cost?

None of the seven providers we compared with ORRJO publishes a win-loss price on the pages we checked. Clozd's /pricing page returned a 404 and Klue's redirected to its homepage when we checked on 13 October 2026. ORRJO Intelligence, which includes win-loss analysis, is listed on our pricing page from £2,500 a month.

Three published sources explain what moves the cost of a win-loss programme:

• Interviews. A Product Marketing Alliance article by Willem Maas, founder of win-loss provider Growth Velocity, says that while buyer interviews are "the gold standard for collecting accurate data, they’re also the hardest to sustain because they’re the most expensive approach". Clozd says most of its clients settle at 50 to 200 interviews a year, "based primarily on what they can afford".
• Delivery model. The same article says services typically complete the buyer interviews within 1-2 months in a clustered delivery model, or spread them out over 1-2 years in a subscription model. Anova runs programmes on an ongoing annual basis, with a one-quarter or six-month pilot.
• One-off or ongoing. Clozd's guide says "Ongoing programs see a positive ROI 85% of the time, compared with 55% for one-off projects". Clozd sells ongoing programmes, so treat that as the provider's own figure.

For ORRJO, a 3-month paid pilot is available to start. Engagements typically run 6 to 12 months, and committing to 12 months earns a discounted rate.

Why do companies use an outside provider for win-loss?

Because buyers are more candid with someone who did not sell to them, according to Anova and Clozd. Anova says "Buyers are generally more candid with an independent interviewer than with the salesperson involved in the opportunity". Clozd says "The most important reason to outsource win-loss interviews is bias", and that "Prospects who chose a competitor rarely want to speak with your internal team, fearing they will be pulled back into a sales pitch".

The providers also publish figures on the gap between what sellers record and what buyers say. Every figure in this table comes from a company that sells win-loss services, and none names an outside study on the page, so treat them as the providers' own numbers.

In-house is the common starting point, and Clozd says so itself: "it’s common to start internally rather than incurring the cost of hiring a third-party", often with product managers or product marketers running the interviews. Its warning is that most internally run programmes "tend to burn out" as owners shift focus or move on. Speed matters either way. Clozd’s survey found companies are more than twice as likely to be happy with the depth of feedback when it is gathered within the first month after a deal closes.

How many buyer interviews do you need for win-loss analysis?

For a first analysis, a Product Marketing Alliance article by Willem Maas, founder of win-loss provider Growth Velocity, recommends "at least 20 buyer interviews", rising when several deal types or buying decisions are included. Other published guidance:

Clozd frames the target as saturation, not statistical significance: "Saturation is to qualitative research what statistical significance is to quantitative research." Whichever provider you choose, ask how many completed interviews the price covers, and for which segments.

How does ORRJO Intelligence handle win-loss analysis?

ORRJO delivers win-loss analysis inside ORRJO Intelligence, from £2,500 a month, alongside ICP research, voice of customer, buyer interviews and competitive intelligence. This is the publisher's entry, so it sticks to what our pricing page and methodology say. ORRJO Intelligence is bought on its own or as part of a full ORRJO engagement. It's included in every full ORRJO engagement, because the outbound and the brand work both depend on it.

What ORRJO Intelligence includes

• Competitive intelligence and positioning research
• ICP definition and named account targeting
• Buyer voice research and verbatim quote bank
• Market opportunity and channel playbook
• Named analyst signature on every report

How the research is checked

Our method has five parts, set out on our methodology page: 01 Halt rules, 02 Validation layer, 03 Audit trail, 04 Three confidence tiers (High, Moderate, Lower) and 05 One named analyst. AI does the volume work underneath every ORRJO engagement, on frontier models including Claude, with Perplexity alongside for live search. People do everything you see and hear. A named analyst verifies and signs every finding. On one recent engagement, shown anonymised on our methodology page: 220 verified sources, and 2 factual errors caught and fixed before client delivery.

When ORRJO is not the right choice

If you want a dedicated win-loss platform with AI-assisted interviews, Clozd and Klue each describe one on their own sites, and Anova delivers its findings through its myView dashboard. ORRJO Intelligence suits teams that want win-loss findings to feed their ICP, positioning and outbound from one team. About one in four discovery calls end with us recommending you build in house instead. For more on the service, see our win-loss analysis service.

What should you ask a win-loss provider before you sign?

Ask who runs the interviews, how they are triggered, how fast buyers are reached, where the data is held and whether you can take it with you. Several of these questions come from Clozd's own published checklists, which makes them a fair test for Clozd too.

• Who conducts the interviews, and is it the same person throughout? Clozd's checklist asks for "a dedicated consultant or consultants who conduct all the interviews", for continuity across interviews.
• How are interview requests triggered? Clozd says your provider "must feature native integrations with major CRMs (like Salesforce, HubSpot, and Dynamics) to automatically trigger interview requests based on specific opportunity criteria, such as deal size or region".
• Do you add a survey to the interviews? Clozd's checklist asks for "the ability to collect quantitative data (i.e. a survey) in addition to the qualitative interviews".
• How soon after a deal closes do you reach the buyer? Clozd’s survey links feedback gathered within the first month after close to higher satisfaction with its depth.
• Where are recordings and transcripts stored and processed? Clozd processes personal data in the United States; Winxtra seeks to keep identifiable data in the UK or European Economic Area where practical.
• Can we export our data if we leave? The Product Marketing Alliance article by Growth Velocity's founder advises: "Make sure the demos you receive include the export of data and reports so you know how hard it will be to move on, if that becomes necessary later."
• Who will vouch for you? Clozd's checklist asks for "reference-able clients who can speak to the caliber of their team, soundness of their methodology, and ability to drive a return on your investment".
• What exactly does the price cover? Get the number of completed interviews, segments and readouts in writing, since none of the seven other providers on this page publishes a price.

If you plan to run a few interviews yourself first, our win-loss interview questions are a place to start.

Questions buyers ask

What are the best alternatives to Clozd?

Alternatives to Clozd for B2B win-loss analysis include Klue Win-Loss, Anova Consulting Group, Corporate Visions TruVoice and Trinity, plus Winxtra and B2B International, which both list UK addresses. Klue sells win-loss and competitive intelligence in one platform. Anova and Trinity are consultancies with specialist interviewers. ORRJO Intelligence, the publisher's entry, delivers win-loss analysis alongside ICP research and competitive intelligence, from £2,500 a month.

Should win-loss be run by a third party?

The case for it is candour, and it is made by the providers who sell it. Anova and Clozd both say buyers are more candid with an independent interviewer. In Clozd's 2025 State of Win-Loss survey, 70% of companies using a third-party provider were satisfied with the quality and depth of their feedback, against 34% running programmes in-house. Clozd sells outsourced win-loss, so weigh its figures accordingly. Clozd also says it is common to start internally to avoid the cost of a third party.

How many interviews does a win-loss programme need?

For a first analysis, a Product Marketing Alliance article by the founder of win-loss provider Growth Velocity recommends at least 20 buyer interviews, more for several deal types or buying decisions. A 2022 systematic review in Social Science & Medicine found saturation within 9 to 17 interviews in narrowly focused studies, though not in win-loss specifically. Clozd puts it at 20 to 30 interviews per segment, says as few as 10 can give meaningful insights, and says most of its clients settle at 50 to 200 interviews a year.

How much does Clozd cost?

Clozd does not publish a price. Its /pricing page returned a 404 when we checked on 13 October 2026, and none of the Clozd pages we read states one. Clozd does offer a free buyer interview so you can test it on one of your own wins or losses. Klue, Anova, Corporate Visions, Trinity, Winxtra and B2B International publish no win-loss price either. ORRJO Intelligence, which includes win-loss analysis, starts from £2,500 a month.

What is the difference between Clozd and Klue?

Clozd describes itself as a consulting and software services provider that collects and analyses win-loss data for clients, through human-led Live Interviews of about 30 minutes, AI-assisted Flex Interviews and a certified Expert Network. Klue is a competitive intelligence platform with a win-loss suite of five capture methods, including an AI Interviewer that runs two to five minute voice conversations and Human Expert Interviews by its analyst team. Clozd's address is in Lehi, Utah; Klue's head office is in Vancouver.

Is there a UK-based alternative to Clozd?

Yes. Winxtra says it is based in the United Kingdom, has a registered office in London, and seeks to keep identifiable client and research data in the UK or European Economic Area where practical. B2B International lists offices in London, Manchester and Edinburgh, Corporate Visions has a UK office in Ascot, and Trinity lists London as a location. ORRJO is headquartered in Glasgow, with its registered office in London. Clozd processes personal data in the United States.

How much does ORRJO charge for win-loss analysis?

Win-loss analysis is delivered inside ORRJO Intelligence, from £2,500 a month, alongside ICP research, voice of customer, buyer interviews and competitive intelligence. ORRJO Intelligence is bought on its own or as part of a full ORRJO engagement. A 3-month paid pilot is available to start. Engagements typically run 6 to 12 months, and committing to 12 months earns a discounted rate.

Sources

1. Clozd, home page, About Clozd, Claim your free interview, Live Interviews, Flex Interviews and Expert Network, checked 13 October 2026. Interview types and length, founding, interview volume, free interview.
2. Clozd, /pricing (returned HTTP 404) and Privacy Policy, checked 13 October 2026. Price absence, postal address, US data processing, UK transfer basis.
3. Clozd, Evaluating Top Win-Loss Analysis Service Providers (In-House vs. Outsourced), David Greene, dated 17 April 2026, checked 13 October 2026. CRM mismatch figure, candour, CRM trigger criterion.
4. Clozd, Selecting a Win-Loss Analysis Consulting Service: 13 Must-Haves, Braydon Anderson, dated 12 October 2026, checked 13 October 2026. Checklist criteria.
5. Clozd, How Many Post-Decision Interviews Do You Actually Need?, Braydon Anderson, dated 21 April 2026, checked 13 October 2026. 10 interviews, 50 to 200 a year, saturation.
6. Clozd, How Many B2B Customer Interviews Do You Actually Need?, Cameron England, dated 21 April 2026, checked 13 October 2026. 20 to 30 per segment, participation and outreach.
7. Clozd, DIY vs. Third-Party: Why Use a Third Party for Customer Interviews?, dated 21 April 2026, checked 13 October 2026. Bias, in-house starts and burnout.
8. Clozd, State of Win-loss Analysis Report landing page (2025 survey; full report gated), checked 13 October 2026. 44%, 70% vs 34%, 63%, first-month finding.
9. Clozd, Win Loss Analysis: The Ultimate Guide for B2B Teams, Josh Kaestner, updated August 2026, checked 13 October 2026. Ongoing vs one-off ROI.
10. Klue, Klue Win-Loss, /pricing (redirects to the homepage), Contact and About, checked 13 October 2026. Capture methods, timings, price absence, head office, founding, EMEA lead.
11. Klue, Klue Acquires DoubleCheck Research Bolstering Win-Loss Services, 18 January 2023, and Klue Acquires Goldpan.ai to Accelerate AI-Driven Win-Loss Research, 18 March 2025, checked 13 October 2026.
12. Anova Consulting Group, home page, Win Loss Analysis Frequently Asked Questions, Win / Loss Analysis and Contact Us, checked 13 October 2026. Description, interview model, deliverables, programme length, practice areas, 40 percent figure, address.
13. Corporate Visions, Buyer Insights and Win-Loss Analysis | TruVoice, checked 13 October 2026. Collection model, 50–70% figure, HQ and UK office. The Primary Intelligence website redirects here.
14. The Riverside Company, Primary Intelligence news release, 23 February 2023, checked 13 October 2026.
15. Trinity, About, Win-Loss Analysis, Contact and home page, checked 13 October 2026.
16. Winxtra, Win-Loss Analysis and Privacy Policy, checked 13 October 2026. Interview model, 60-day offer, legal entity, UK base and data location.
17. B2B International, Win-Loss Research and Analysis and Contact Us, checked 13 October 2026.
18. Product Marketing Alliance, Five tips for selecting a win/loss analysis service, by Willem Maas, published 6 May 2021, updated 5 May 2024, checked 13 October 2026. Interview count, delivery models, cost of interviews, data export.
19. Growth Velocity, Win/Loss Analysis Service (home page), checked 13 October 2026. A win/loss analysis service that names Willem Maas as its founder.
20. Hennink M and Kaiser BN, Sample sizes for saturation in qualitative research: A systematic review of empirical tests, Social Science & Medicine, 2022, volume 292, 114523, checked 13 October 2026.

ORRJO figures come from our pricing page, the ORRJO Intelligence page and our methodology.