Win-Loss Analysis Cost: What Each Buying Model Costs in 2026

Win-loss analysis has no standard price. ORRJO, headquartered in Glasgow, delivers it inside ORRJO Intelligence, from £2,500 a month; none of the other UK providers we checked publishes a price. Those that do publish, all in US dollars, charge from $30 for an AI-moderated interview to $1,400 for a human-led one, and from $4K a month for an ongoing programme.

Win-loss analysis is sold in five ways: per interview, as a pilot or one-off project, as an ongoing programme, as software, or done in-house. This guide prices each one from the providers' own pages, sets out what moves the number, and shows what to ask before you compare quotes. Every outside figure links to its source, checked on 13 October 2026. Prices are shown in the currency each provider publishes; we have not converted them. ORRJO publishes this page, so ORRJO's entries are marked as the publisher's entry.

How much does win-loss analysis cost?

It depends on the buying model: published figures run from $30 for a single AI-moderated interview to a median of $50,100 a year for a Clozd contract in Vendr's buyer data. These are the figures we found for each model.

These prices are not like for like. Some include incentives and some do not, some charge set-up and readout fees, some interviews are run by a person and some by AI, and some providers find the buyers for you. The sections below show what each price covers.

Which win-loss providers publish a price?

Six of the 16 providers we checked publish a price on their own site, ORRJO included. Clozd and Klue do not, and apart from ORRJO, none of the providers with a UK base we checked does. Descriptions and locations are taken from each provider's own pages.

Satrix's figure sits in a general pricing question on its win-loss page, so it may cover all of its programmes, not only win-loss. The other ten publish no price on the pages we checked. This is what each site says about price.

For a side-by-side of what each provider does, see our list of the best B2B win-loss services and our guide to Clozd alternatives.

What does a single win-loss interview cost?

Published per-interview prices run from $30 for an AI-moderated voice interview to $1,400 for a human-led interview with buyers the provider finds for you. What the price includes varies as much as the price itself.

• User Intuition, $30 to $60, AI-moderated: $30 per quality voice interview with your own sample, or $60 with its standard panel, with no monthly fee and 3 free quality interviews to start. Senior audiences cost more to recruit: its past quotes for senior B2B audiences such as VPs and the C-suite have run $250 to $500 per interview, which it describes as examples rather than a rate card.
• Kaptify, $299: human-led buyer interviews, with its software free for unlimited users. It often offers interviewees a $50 gift card, which it calls the only potential additional cost; elsewhere on the same page it says the gift card is usually $50 or $100.
• WON Studio, $440: an interview of up to 30 minutes, with notes, a video recording and a monthly theme review, on top of a $2,400 programme development fee. Incentives are paid separately, and WON recommends $100 to $200 depending on the income level of the person you want to reach. WON says its pricing is for enterprise organisations with at least 100 closed deals a month.
• Buried Wins, $1,200 or $1,400: $1,200 for buyers from your own contact list and $1,400 when it sources the buyers, such as competitor buyers. Both prices include incentives, which its services page puts at $75 to $150 per interview.
• Clozd, not published: a Clozd blog post puts live interviews at $1,500 to $2,000 each, framed as the price a smaller buyer found out. The same post says Clozd's asynchronous Flex interviews are much more affordable than live ones, without giving a price, and that Flex is not recommended for companies with a low number of high-value deals.

What does a win-loss pilot or one-off project cost?

Published project figures run from $4,485 for 15 interviews at Kaptify to $15K to $30K for a six-week one-time project at Buried Wins. WON Studio shows its own working for a 10-interview pilot:

That example leaves out the $2,500 executive readout. WON says most businesses start with a pilot of 5 to 10 interviews, and that it offers pay-as-you-go after the pilot. Two providers let you try one before paying: Clozd offers a free buyer interview, and User Intuition gives 3 free interviews on its AI-moderated platform.

A project buys a snapshot. A Product Marketing Alliance article by Willem Maas says services typically complete the interviews within 1 to 2 months in a clustered model, or spread them over 1 to 2 years in a subscription model, and advises comparing the cost and benefit over a one or two-year horizon. Clozd's guide reports from its own research that ongoing programmes see a positive return 85% of the time, against 55% for one-off projects; Clozd sells ongoing programmes.

ORRJO does not sell a one-off win-loss project. Win-loss runs inside ORRJO Intelligence, there is no standalone sprint, and a 3-month paid pilot is available to start.

What does an ongoing win-loss programme cost?

Published programme prices start at $4K a month at Buried Wins, and Satrix Solutions says its programmes typically start at $20,000. For Clozd, which does not publish a price, Vendr's buyer data puts the median contract at $50,100 a year.

Interview volume drives programme cost. Clozd says most of its clients settle into programmes of 50 to 200 interviews a year, "based primarily on what they can afford." For a budget benchmark, Klue surveyed 313 business leaders involved in win-loss programmes: among enterprise organisations with more than 1,000 employees, 36% invest over $50K a year in win-loss.

Software sits alongside or instead of a managed programme. Klue does not publish a price; Vendr's data puts the median Klue contract at $30,000 a year from 106 purchases, with a low of $16,000 and a high of $60,000, but that covers Klue's competitive intelligence platform, not win-loss alone. Our guide to competitive intelligence pricing covers CI software in more detail.

What does it cost to run win-loss in-house?

In-house win-loss costs a share of someone's salary rather than a fee: on the UK median product marketing manager salary of £70,000, each 10% of their time is about £8,107 a year once employer National Insurance and the minimum pension are added. Incentives, tools and management time come on top.

The totals are our own arithmetic from the cited inputs, rounded to the nearest pound. They exclude recruitment, software, incentives, benefits and management time, and assume no Employment Allowance. The UK median rests on 40 quoted salaries from 83 permanent jobs.

How much time the work takes is the open question, and the sources differ:

• In one Clozd client, four product managers spent 10 to 20% of their time running an in-house programme (pulling lists, scheduling, transcribing and sharing feedback), which Clozd puts at upwards of $100,000 of the product team's bandwidth.
• User Intuition, which sells AI-moderated interviews, estimates on its cost page that traditional programmes take 25 to 50% of a product marketing manager's or competitive intelligence analyst's time.
• In Klue's survey, 57% of enterprise companies have at least one full-time employee dedicated to win-loss, against 37% of small companies, and product marketing owns the programme at 41% of organisations.
• LLR Partners, a private equity firm rather than a win-loss vendor, writes that a programme "can be launched for little more than the cost of an associate product manager’s time."
• Buying does not remove the internal cost entirely. Klue's build-vs-buy calculator for competitive intelligence platforms still counts, by default, 0.30 of a programme owner at $200k a year when you buy.

Is in-house cheaper? Often, at the start. Clozd says it is common to start internally rather than pay a third party, usually with product managers or product marketers running the interviews. Clozd's 2025 State of Win-Loss report found 70% of companies using a third-party provider satisfied with the quality and depth of their feedback, against 34% of those running programmes in-house; Clozd sells outsourced programmes, so read that with its source in mind. Buried Wins suggests running it in-house if you have a product marketer with the bandwidth, rapport-building skills and analytical ability to interview buyers honestly and synthesise without bias. LLR adds that a third party brings independence but does not build the skill inside your company.

What changes the price of win-loss analysis?

Six things move the number: how many interviews you need, how many buyers you must contact to get them, how senior those buyers are, who runs the interview, who finds the buyers, and how often you run it.

• Interview count. Clozd says a specific B2B segment typically needs 20 to 30 interviews to reach saturation, and that meaningful insight is possible from as few as 10. The Product Marketing Alliance article recommends at least 20 buyer interviews for an initial analysis, more when several deal types are included.
• Outreach volume. Clozd puts B2B participation at 15% to 30%, so you likely need to contact 100 to 200 closed accounts to complete 20 to 30 interviews. Corporate Visions writes that a customer reported response rates of 20 to 25% on wins and 10 to 15% on losses, so losses were harder to reach than wins.
• Seniority. Senior buyers cost more to recruit and reward. WON recommends incentives of $100 to $200 depending on income level, and says its process is less likely to work for high-ranking executives or government officials. CleverX puts cash incentives for director-level buyers at $75 to $150 a session, and User Intuition's past quotes for senior B2B audiences have run $250 to $500 per interview.
• Who runs the interview. Published prices for AI-moderated interviews sit below human-led ones: User Intuition's start at $30, against $299 at Kaptify. Clozd says recorded, asynchronous interviews let you reach mid-market or SMB segments that might not justify the cost of a live, consultant-led interview.
• Who finds the buyers. Interviewing your own closed deals costs less than sourcing buyers outside your CRM: Buried Wins charges $1,200 against $1,400.
• Cadence. A clustered project concentrates the cost in 1 to 2 months; a subscription spreads it over 1 to 2 years (Product Marketing Alliance).

To size your own number, start from your deal flow. Clozd's worked example takes 200 opportunities a year, a 25% win rate and participation of 40% on wins and 25% on losses, and arrives at about 58 interviews a year. Our guide to win-loss interview questions covers what to ask once the interviews are booked.

What should a win-loss quote include?

Ask every provider the same questions, so the quotes compare: what one interview costs, and what sits outside that price.

• Incentives. Included (Buried Wins) or paid on top (WON Studio, Kaptify)? Clozd lists an effective incentive strategy as a must-have when you choose a provider.
• Set-up and readout fees. WON Studio charges $2,400 for programme development and $2,500 for an executive readout. Ask whether a readout is included or extra.
• Who conducts the interviews. A person or AI, and the same person each time? Clozd says a provider should have a dedicated consultant or consultants who conduct all the interviews, for continuity.
• Who finds the buyers. Your CRM list, or the provider's own sourcing at a higher rate?
• Minimums and term. Buried Wins has a 3-interview monthly minimum on ongoing programmes, User Intuition Professional a three-month initial term, Kaptify offers monthly, 6-month or 1-year terms, and WON Studio has no contract.
• Software and seats. WON's Dovetail repository is $29 a month per editor; Kaptify's software is free.
• Your own time. User Intuition suggests budgeting 10 to 20 hours a quarter for CRM data preparation, whichever model you choose.

How do you judge whether win-loss is worth the cost?

Set the cost against the value of a small change in win rate, over one or two years rather than one quarter. As an illustration, using our own arithmetic: on £10M of pipeline a quarter, a win rate that moves from 20% to 22% adds £200,000 of closed business a quarter, or £800,000 a year, before the cost of the programme. Run the same sum with your own pipeline and win rate, and with the price of the model you are considering, before you sign.

What does ORRJO charge for win-loss analysis?

ORRJO delivers win-loss inside ORRJO Intelligence, from £2,500 a month; there is no standalone win-loss sprint. ORRJO publishes this page, so read this section as the publisher's entry and check it against the providers above.

Win-loss, ICP research, voice of customer, buyer interviews and competitive intelligence are all delivered inside ORRJO Intelligence. The retainer 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

The research method has five parts: halt rules, a validation layer, an audit trail, three confidence tiers (High, Moderate, Lower) and one named analyst. Our methodology page sets them out.

Because the retainer covers more than win-loss, £2,500 a month does not compare directly with a per-interview price or a single-purpose programme. Compare what each option delivers for your scope, not only the monthly figure. If you run Intelligence alongside another ORRJO service, bundling comes at a discounted combined rate. About one in four discovery calls end with us recommending you build in house instead. ORRJO is headquartered in Glasgow, with its registered office in London. The full service is on the ORRJO Intelligence page, and every ORRJO price is on our pricing page.

What else do buyers ask about win-loss pricing?

How much does win-loss analysis cost?

There is no standard price. Providers that publish prices charge from $30 for an AI-moderated interview (User Intuition) to $1,400 for a human-led interview with buyers the provider sources (Buried Wins). Ongoing programmes start at $4K a month at Buried Wins, and Vendr's buyer data puts the median Clozd contract at $50,100 a year. None of the other UK providers we checked publishes a price. ORRJO delivers win-loss inside ORRJO Intelligence, from £2,500 a month.

How much does a single win-loss interview cost?

Published prices run from $30 per AI-moderated voice interview with your own sample at User Intuition, to $299 at Kaptify, $440 at WON Studio plus a $2,400 programme development fee, and $1,200 or $1,400 at Buried Wins, which includes incentives. Clozd does not publish a price; a Clozd blog post puts live interviews at $1,500 to $2,000 each. Before you compare, check whether incentives, set-up and readouts are included.

How much does Clozd cost?

Clozd does not publish a price, and its pricing address returns a page-not-found error. Vendr, a software buying service, reports a median Clozd contract of $50,100 a year from 80 purchases, with a low of $26,391 and a high of $130,530. A Clozd blog post puts live interviews at $1,500 to $2,000 each. Clozd offers a free buyer interview so you can see its work before you buy.

Is it cheaper to run win-loss in-house?

It can be, if someone has the time. On IT Jobs Watch, the UK median product marketing manager salary is £70,000. With employer National Insurance and the minimum pension, each 10% of their time costs about £8,107 a year, before incentives and tools. Clozd, which sells outsourced programmes, says it is common to start in-house rather than pay a third party, and its survey found 70% of companies using a third party satisfied with the depth of feedback, against 34% in-house.

How many win-loss interviews should we budget for?

Clozd says a specific B2B segment typically needs 20 to 30 interviews to reach saturation, and that meaningful insight is possible from as few as 10 interviews. A Product Marketing Alliance article recommends at least 20 buyer interviews for an initial analysis. Because B2B participation runs at 15% to 30%, Clozd says you likely need to contact 100 to 200 closed accounts to complete 20 to 30 interviews.

Can we buy a one-off win-loss project?

From some providers, yes. Buried Wins publishes one-time projects at $15K to $30K over 6 weeks, WON Studio's worked pilot example comes to $8,648 for 10 interviews, and Kaptify's own total for 15 interviews is $4,485. ORRJO does not sell one: win-loss runs inside ORRJO Intelligence, from £2,500 a month, and a 3-month paid pilot is available to start.

What does ORRJO charge for win-loss analysis?

ORRJO delivers win-loss inside ORRJO Intelligence, from £2,500 a month. There is no standalone win-loss sprint: win-loss, ICP research, voice of customer, buyer interviews and competitive intelligence all run inside the same retainer. 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. ORRJO is headquartered in Glasgow, with its registered office in London.

Which sources does this page use?

Every page below was fetched and checked on 13 October 2026. Prices are as published on that date, in the currency shown.

1. User Intuition, Pricing (modified 5 October 2026) and Win-Loss Analysis Cost: Firms vs Platforms vs AI (20 March 2026), checked 13 October 2026. Per-interview and plan prices, free interviews, senior recruitment quotes, time-share estimate and data preparation hours.
2. Kaptify, homepage, checked 13 October 2026. Per-interview price, terms, total for 15 interviews, gift cards and address.
3. WON Studio, What Does a Win-Loss Program Cost? (modified 24 July 2025), checked 13 October 2026. Fees, pilot example, incentives, seniority note and volume note.
4. Buried Wins, Pricing, Win-Loss Analysis Services and privacy policy, checked 13 October 2026. Per-interview, project and programme prices, incentives, in-house guidance and location.
5. Satrix Solutions, Sales Win-Loss Analysis, checked 13 October 2026. Programme starting price and address.
6. Clozd, pricing address (returns a page-not-found error), Free Interview, Flex Interviews, How Many B2B Customer Interviews Do You Actually Need?, How Many Post-Decision Interviews Do You Actually Need?, 4 B2B Sales Feedback Blindspots and Roadblocks, DIY vs. Third-Party, 13 Essential Criteria for Selecting a Win-Loss Analysis Provider, Win Loss Analysis: The Ultimate 2026 Guide and State of Win-Loss Analysis report (landing page), checked 13 October 2026.
7. Vendr, Clozd software pricing and plans (no update date shown) and Klue software pricing and plans (last updated February 2026), checked 13 October 2026. Medians, lows, highs and purchase counts.
8. Klue, 21 Win-Loss Analysis Stats (15 April 2025, survey of 313 business leaders), pricing address (redirects to the homepage) and Build vs. Buy Calculator, checked 13 October 2026.
9. Product Marketing Alliance, Five tips for selecting a win/loss analysis service, by Willem Maas, checked 13 October 2026.
10. LLR Partners, The Impact of Launching a Win/Loss Interview Program, checked 13 October 2026.
11. Corporate Visions, Business case for win-loss analysis (12 August 2026) and Buyer insights, checked 13 October 2026.
12. CleverX, Best platform for B2B SaaS win/loss interview programs (7 July 2026), checked 13 October 2026.
13. Anova Consulting Group, Win-loss FAQ; Thirdside, Win-Loss Analysis; Winxtra, Win-loss analysis and privacy policy (UK base); Shortlist Marketing, Win-loss analysis and contact page (Nottingham office); Digital Distance, Win/loss analysis programme; B2B International, Win-loss research; Octopus Intelligence, Competitive intelligence pricing (which says it delivers projects from Nottingham in the United Kingdom). All checked 13 October 2026.
14. IT Jobs Watch, Product Marketing Manager, permanent job vacancies in the 6 months to 13 October 2026, checked 13 October 2026.
15. HM Revenue and Customs, Rates and thresholds for employers 2026 to 2027, last updated 1 September 2026, checked 13 October 2026.
16. GOV.UK, Workplace pensions: what you, your employer and the government pay, checked 13 October 2026.

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