Buried Wins

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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 pipeline, lookalike buyers who chose a competitor before the client was shortlisted, and former sellers from competing organizations. Findings are delivered as weekly video clips and an aggregated report with specific GTM recommendations. Clients have ongoing access to their interview data through Buried Insights, the agency's proprietary research platform. Unlike venture-backed software such as Clozd and Klue, Buried Wins is an independent agency with direct founder involvement in every engagement. Pilot engagements are available for teams evaluating win/loss analysis for the first time.