How ServiceTrade uses the Clozd MCP to turn customer insights into competitive advantage

Bringing the customer perspective into more decisions

ServiceTrade wanted customer insights to play a bigger role across their organization—from shaping product strategy and competitive positioning to improving the way their sales team competes.

Their win-loss program was a natural place to start. Their revenue team had already added more rigor to Salesforce, creating a more consistent process for capturing why their sales reps believed they were winning and losing deals—but they knew the seller’s perspective was only part of the story.

“We wanted to infuse voice-of-customer input,” said Klaire Marino, VP of product marketing at ServiceTrade. “Salespeople, although they want to be unbiased, only get part of the story. Sometimes our customers aren’t willing to share all the details, and other times sales reps may not capture everything they hear and share it with the leadership team.”

Klaire had conducted buyer interviews in previous roles, but with a small product marketing team, it would be difficult to consistently recruit participants, conduct interviews, and analyze the results. So when ServiceTrade’s CRO introduced the team to Clozd, they launched a pilot focused on interviewing won and lost deals.

Those interviews gave ServiceTrade a direct buyer perspective they could use across the business.

For the product team, that meant hearing from prospects who could help validate their roadmap and identify potential gaps. For revenue and product marketing, it meant deeper insights into the sales experience, competitive positioning, and where their competitors had an 

“Do we have a gap in the market that we didn’t see?" Klaire said. "Sometimes you can’t really get that perspective if you don’t talk to your prospects, and we want to make sure our product team also has that lens."

Using the Clozd MCP to connect customer insights 

Collecting better feedback solved one challenge. The next was making that feedback easy to use alongside everything ServiceTrade already knew—within the tools their teams were already using.

ServiceTrade uses Claude as one of their primary AI tools, connecting it with several sources of company intelligence. Salesforce provides one view. BigQuery brings in additional company data. Gong and other listening tools add more context.

Clozd is now part of that ecosystem through the Clozd MCP.

So when Klaire’s team conducts competitive analysis, they can bring direct buyer feedback into the same workflow as their other tools—rather than analyzing each source independently.

“We’re using the MCP to be able to mine that data and pull it into the rest of the intelligence we have, as opposed to going to Clozd and looking at it in isolation,” Klaire said.

The team uses those combined sources to answer practical questions: 

• What feature gaps keep coming up? 
• Where is ServiceTrade consistently winning? 
• What are buyers saying about competitors? 
• And how can the company translate those insights into better conversations for its sales team?

The Clozd MCP is now part of competitive research, quarterly battlecard updates, and a shared quarterly closed-lost analysis project—giving them a faster way to bring the buyer’s perspective into the work they’re already doing.

Turning customer truth into action—and boosting their win rate by 20 points

Bringing those sources together has helped ServiceTrade distinguish isolated comments from meaningful competitive patterns.

That approach became especially valuable when their win rate against one of their major competitors was lower than expected. Improving it would require more than a new battlecard or a few messaging tweaks, so they launched a broader, cross-functional effort to understand what was happening—and how they could improve.

During a deep dive into the competitor, Klaire’s team used Clozd alongside their other intelligence sources to identify recurring themes and validate what they were hearing.

“Sometimes you hear something and then you need to validate it,” she said. “By using the MCP in conjunction with the other tools we have, we can kind of say, ‘We heard this come up three times, and this is exactly where we heard it.’”

Instead of relying on a single salesperson’s observation, a Gong call, or one buyer interview, ServiceTrade could look for patterns across multiple sources—and develop a clearer picture of how their competitor was positioning itself against them.

Then they turned that intelligence into action.

“With the MCP, we were able to build the right stories, validate the right positioning, and equip the sales team to go out with more confidence,” Klaire said. “By using this methodology—which included Clozd as one of the key inputs for that analysis—we saw our win rate against that competitor go up by 20%.”

Get to know: ServiceTrade

Founded in 2012 and headquartered in Durham, North Carolina, ServiceTrade provides an end-to-end software platform for commercial contractors across industries including mechanical and fire protection. Its platform helps contractors manage service operations, connect field and office teams, and deliver better experiences to their customers. With approximately 1,300 customers across the U.S. and Canada, ServiceTrade helps commercial service businesses streamline their operations, grow revenue, and better serve the facilities and organizations that depend on them.

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