ML's evolution of traditional win/loss analysis is built for complex B2B sales teams that need to understand not only why deals were won or lost, but how buyers evaluated options, where friction appeared, and what should change before the next opportunity enters the pipeline. We gather intel directly from buyers and recent deal participants to reveal how buyers evaluate competitors, which decision criteria matter most, where messaging or demos break down, and what influences final selection.
A single loss rarely tells the full story. What matters is understanding the patterns behind buyers' decision-making. Buyer Intelligence helps answer the questions that revenue leaders need resolved to improve in-market outcomes.
Why are we winning some deals and losing others?
What decision criteria matter most to buyers?
How are competitors being evaluated?
Where are deals stalling or going no-decision?
What needs to change in our sales strategy, messaging, or demos?
Best For
Improving win rates, adjusting sales strategy, and diagnosing deal friction. Leadership teams understand what is shaping outcomes across active and recent deals.
What It Reveals
Why deals are won, lost, or stalled, how competitors are evaluated, which decision criteria carry the most weight, and where sales messaging, demos, or process begin to weaken.
How Leaders Leverage It
Sharpen positioning, improve win rates, refine messaging, strengthen sales execution, and make better decisions about pricing, demos, and competitive strategy.
Strengthen Your Market Positioning
ML conducted Buyer Intelligence interviews for a construction software provider seeking clarity on why deals were being won, lost, or stalled in a competitive market. Interviews with recent wins and losses revealed that buyers placed significant value on integration, workflow visibility, mobile access, and demo execution, while losses were often tied to pricing perception and how value was presented.
The intelligence helped the company refine its positioning around end-to-end workflow visibility and adjust its sales demonstrations to better reflect buyer priorities. Over time, the company saw rapid adoption across major construction firms, strengthened its market position as an integrated platform, and was ultimately acquired by a global construction technology leader in a billion-dollar transaction.
How Buyer Intelligence Builds On Traditional Win/Loss Analysis
Traditional win/loss analysis can be useful, but it often stays too narrow, too retrospective, or too focused on the final outcome. Buyer Intelligence builds on that foundation by treating deal interviews as part of a broader Decision-Ready Market Intelligence system.
Through structured conversations with buyers and recent deal participants, ML helps uncover how decisions are made, how competitors are evaluated, where messaging or demos lose strength, and what patterns are shaping wins, losses, and stalled opportunities. The result is not just a better explanation of past deals, but a clearer direction for improving future sales performance.
A La Carte Services
Win/Loss Analysis, Competitive Insight and Deal Intelligence
Buyer Intelligence projects can be designed to answer a single urgent question or to support a broader effort to improve sales performance. ML can interview recent wins and losses, compare how buyers assessed competing options, and identify the signals that shaped the final decision.
Because the work is grounded in direct conversations with buyers, the result is more useful than internal speculation alone. It helps leadership teams understand what is actually happening in-market and what needs to change to improve future outcomes.
Programs can be completed in as little as 60 days
For the most comprehensive results, we recommend a mix of wins and losses
Projects can be completed in small batches quarterly
Findings can be rolled into an annual report showing trends and year-over-year progress
Insights can inform pricing, positioning, sales process, demos, and competitive strategy
“MarketLauncher’s process helps us stay focused. We design a plan together, then review and refine it quarterly to make sure we are reaching our objectives. They adapt with us as things change; that flexibility is one of their strengths. I really appreciate their professionalism, proactivity, and focus on our business.”
Product Marketing Manager, Construction Software Platform
Evidence of Impact
The value of this work is not just better explanation after a deal closes. It is better direction while strategy is still being shaped. Decision-Ready Market Intelligence programs are designed to surface patterns that influence how teams sell, position, and compete over time.
Clarify Why Deals Move
Buyer interviews can reveal which decision factors truly drive selection, giving sales and leadership teams a clearer picture of what matters most in competitive deals.
Diagnose Friction Earlier
By identifying where messaging, demos, pricing, or competitive comparisons start to weaken, teams can address deal friction before the same issues repeat across the pipeline.
Company-wide Improvement
In one ongoing program, annual win/loss interviews helped a client compare year-over-year findings and use the results to shape new brand perception and business acquisition initiatives.
Senior Market Research Specialist – Executive Interviewer
Joined ML in February 2009
“I conduct interviews for our clients sometimes as an extension of their team, and sometimes as an objective third party. While both means are very effective, I find that contacts are much more willing to share information with me in the second instance.
“Either way, the key to making the interviewee comfortable and facilitate sharing is to engage them in a conversational style.”
More Than a One-Time Research Project
Buyer Intelligence can be deployed as a focused win/loss analysis engagement or as part of an ongoing intelligence system. As interviews accumulate across deals, buying groups, and competitive situations, patterns begin to emerge. Those patterns can help leadership teams strengthen positioning, improve sales execution, and make better decisions about where to focus attention next.
Additional Resources
Gain an indepth understanding of your clients’ points of view
Learn how our services work together to build a predictable sales pipeline for you.
Frequently Asked Questions
Whatis BuyerIntelligence? Buyer Intelligence is an interview-led win/loss analysis that helps B2B leaders understand why deals are won, lost, or stalled. It gives leaders decision-ready intelligence from buyers and recent deal participants.
Is Buyer Intelligence the same as win/loss analysis? Buyer Intelligence includes the core elements of win/loss analysis, including interviews with recent wins and losses, but goes further. It looks at buyer decision-making, competitive comparisons, sales friction, messaging effectiveness, and deal patterns so leadership teams can make better decisions about positioning, sales strategy, and execution.
Can this help diagnose stalled deals? Yes. Buyer Intelligence can uncover where deals are losing momentum, which decision criteria are slowing progress, and how buyers are evaluating alternatives.
What kinds of questions can this program answer? It can help answer questions about why deals are won, lost, or stalled, how competitors are perceived, which criteria matter most, and what needs to change in sales messaging, demos, pricing, or process.
Is this part of Decision-Ready Market Intelligence? Yes. Buyer Intelligence Program is one of the three core programs within MarketLauncher’s Decision-Ready Market Intelligence framework.
