G2

Heather C.

Sales And Marketing Specialist

Mid-Market (51-1000 emp.)

6/30/2026

"Buried Wins: Creative, Collaborative Win/Loss Research with Seamless Claude Integration"

5/5

What do you like best about Buried Wins?

We brought Buried Wins in for the business line with our hardest-to-reach audience, and they were handed a genuinely tricky situation: a niche audience, contacts who are difficult to get ahold of, and regulatory limits that meant we couldn't directly or monetarily incentivize anyone to participate. None of it fazed them. They brought creativity to outreach and stayed flexible about how to get interviewees on the phone, including using AI search tools to source contacts beyond our own pool and finding legally permissible incentives to drive participation (in one case, buying pizza for an interviewee's team).

Their methodologies, interviewer expertise, and collaborative style are what keep us coming back. Working with them on objectives and scope feels like a true partnership — they bring business expertise to the room and set guardrails on what will actually produce useful insight based on what we need to learn. And even though they're a service provider, they built an application to interface with the findings and were proactive about connecting it to Claude so we could run deeper analysis against our internal datasets. They iterate and improve constantly. Review collected by and hosted on G2.com.

What do you dislike about Buried Wins?

Honestly, very little. One thing I'd love to see is more range in interview options. Specifically, an AI-assisted, lower-cost tier for shorter, focused interviews (10 minutes or less?) targeting a specific research question rather than a full win/loss study, with the transcript or recording as the core deliverable. That would make it easier to spin up quick, targeted research between larger engagements. Review collected by and hosted on G2.com.

Recommendations to others considering Buried Wins:

Consider what's important to you: 1) how much time you have to invest in the program vs let the partner handle. In our case, time was limited and Buried Wins took on the bulk of work for sourcing, outreach, all interview facilitation, before providing in depth executive reporting.

2) The nature of your audience. When you have a tough-to-reach audience, a partner like Buried Wins will bring acumen and creativity to the outreach methodology.

3) Internal expectations from the research data. In our case, as the program evolved, pulling the research transcripts and insights into our Claude instance for as-needed reporting became higher priority and Buried Wins was on the ball about providing that MCP connection. Review collected by and hosted on G2.com.

What problems is Buried Wins solving and how is that benefiting you?

We use Buried Wins for win/loss research and competitive intelligence that feeds our PMM motion and overall business strategy.

Buried Wins helps us understand why we win and lose deals and who we're losing to, map the SWOT of our main competitors, and find pipeline by getting intel directly from buyers. One standout: their research surfaced that a core integration was a true competitive differentiator — part of the market was buying specifically because of it. That sharpened our messaging, informed our roadmap, and showed up in product prioritization and pipeline growth. Review collected by and hosted on G2.com.