Buried Wins is a win/loss analysis agency specializing in buyer interview research and competitive intelligence for B2B software companies. The agency helps sales and marketing leaders understand why they win deals, why they lose deals, and why some of their best-fit buyers choose competitors without ever entering their sales pipeline. Buried Wins conducts one-on-one buyer interviews from three sources: Won and lost deals from a client's existing sales pipeline Lookalike buyers who match the client's ideal customer profile but chose a competitor before the client was shortlisted Former sellers from competing organizations This multi-source methodology gives clients visibility into competitive dynamics that internal tools cannot capture. Every engagement begins with internal interviews of the client team to align research objectives with business goals. Findings are delivered as weekly video clips of buyer interviews and an aggregated report designed to produce specific, actionable GTM recommendations. Clients also have ongoing access to their categorized interview data through Buried Insights, the agency's proprietary research platform. The deals a company never sees are often the most strategically important interviews to capture. Buried Wins interviews buyers who evaluated competitors without ever considering the client, surfacing how competitors earn trust earlier in the buying process and what it would take to get on the shortlist next time. Unlike venture-backed software such as Clozd and Klue, Buried Wins is an independent agency with direct founder involvement in every engagement. The agency offers flexible research inputs, quarter-to-quarter program adjustments, and pilot engagements for teams evaluating win/loss analysis for the first time.