Resource library

Why Asana leans on win-loss insights

Learn how Leo and his team at Zoom built out a comprehensive competitive intelligence program—called “Win-Loss 360”—that relies on direct buyer feedback to guide org-wide strategy and increase their competitive advantage.

Q&A | 7 min Read or Watch

Tim talks about his academic background and how the ability to identify trends and solve problems are critical for companies that are seeking to understand the complexity of the customer buying experience.

Heather talks about the value of voice-of-customer insights, how to capture and share the most impactful insights, and how their win-loss program has evolved over time.

Heather talks about the value of voice-of-customer insights, how to capture and share the most impactful insights, and how their win-loss program has evolved over time.

Heather talks about the value of voice-of-customer insights, how to capture and share the most impactful insights, and how their win-loss program has evolved over time.

State of Win-Loss Analysis Report

Heather talks about the value of voice-of-customer insights, how to capture and share the most impactful insights, and how their win-loss program has evolved over time.

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Win-Loss 101

Report | 20 min Read

It’s more critical than ever to understand exactly why you’re winning and losing deals—at least that’s what 98% of respondents told us in our 2023 State of Win-Loss Analysis survey.

What’s the ROI of win-loss analysis?

Report | 7 min Read

What's the ROI of a comprehensive, third-party win-loss analysis program? Find out what Clozd customers have to say

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Take a tour of the Clozd Platform

Video | 2 Min watch

The Clozd Platform streamlines the process of collecting and analyzing buyer feedback and sharing impactful insights with key stakeholders—so you can drive meaningful change and improve sales outcomes.

Ultimate Guide to Win-Loss Analysis

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GUIDE | 30 MIN READ

Learn how to create a win-loss analysis program that delivers in-depth, unbiased buyer feedback—so you can win more deals, increase retention, build better products, and drive more revenue.

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Win-loss benefits for your team

Whitepaper | 4 MIN READ

What is win-loss analysis, and who benefits from it? We’ll answer those questions for you with a brief but comprehensive look at how win-loss analysis helps (*spoiler alert*) your entire organization.

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Your CRM is lying to you

Report | 5 MIN READ

How much do you REALLY trust your CRM data? We analyzed the CRM data of thousands of deals and compared it to what buyers actually said—and the results were shocking.

Clozd-Gong partnership delivers 360-degree view of the buyer experience

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12 MIN READ

The new Clozd-Gong integration allows you to see the full lifecycle of your sales deals across your pipeline in one place—on your Clozd dashboard.

Blog posts

Huntress makes customer truth part of every decision

Running win-loss internally gave Huntress only a snapshot in time—outdated before anyone could act on it. By partnering with Clozd and its bench of cybersecurity-experienced interviewers, Huntress built a continuous stream of customer truth it could measure over time. Today those insights run through the company's weekly intel digest, product roadmap, sales coaching, and executive planning.

Zoom puts the deal at the center—and turns customer truth into competitive advantage

Zoom wasn't interested in guessing why it won and lost deals. Partnering with Clozd, the team built "Win-Loss 360"—a program that surrounds every deal with four perspectives: buyer interviews plus input from sellers, customer success, and partners. Today those insights shape product strategy, messaging, and GTM execution across the business.

Gong turns customer truth into a company-wide competitive advantage

Gong could see what happened in every sales conversation—but not why buyers ultimately decided. By pairing the Clozd Platform with their own conversational intelligence, Gong's revenue and product leaders built a shared source of truth for strategic decisions. Today, customer insights shape product strategy, messaging, roadmap, and retention across the business.

Clozd MCP: Customer truth for your AI workflows

Decision Intelligence

AI tools are changing how businesses make decisions. But there’s a catch: AI will amplify whatever data you give it.If your inputs are incomplete, biased, or disconnected from what your buyers actually think, AI will amplify those problems at scale—while making the outputs look polished and convincing. Customer truth matters more than ever, which is why we built Clozd MCP.

The history of customer research and the illusion of customer understanding

For decades, B2B companies have relied on surveys to understand customers, but structured responses only capture surface-level signals. Real insight comes from context: the reasoning, tradeoffs, and buyer dynamics behind decisions.

StackAdapt turns lost deals into new pipeline opportunities

StackAdapt needed deeper insights into why they were winning and losing deals—beyond the superficial survey feedback their team had been collecting. By partnering with Clozd to interview buyers directly, they uncovered win-back signals in 60% of their loss interviews—turning closed-lost deals into new pipeline. Those insights are now shared across the business, helping StackAdapt’s teams refine their messaging, strengthen sales execution, and make more confident GTM decisions.

From feature requests to revenue engine: Powering your roadmap with strategic CX insights

Discover how revenue intelligence and strategic CX insights transform your feature request process into a tool for prioritizing product improvements that boost retention and growth.

Implementation audits: how to define and deliver on your time-to-value promise

Discover how a post-implementation audit uses customer feedback to accurately measure and shorten your time to value (TTV), accelerating post-rollout success.

Beyond NRR: Why Gross Retention is the True Metric of Customer Health

Understand why SaaS leaders must look beyond NRR to gross retention—the true health metric revealing customer churn hidden by expansion revenue.

From feature requests to revenue engine: Powering your roadmap with strategic CX insights

Discover how revenue intelligence and strategic CX insights transform your feature request process into a tool for prioritizing product improvements that boost retention and growth.

Implementation audits: how to define and deliver on your time-to-value promise

Discover how a post-implementation audit uses customer feedback to accurately measure and shorten your time to value (TTV), accelerating post-rollout success.

Beyond NRR: Why Gross Retention is the True Metric of Customer Health

Understand why SaaS leaders must look beyond NRR to gross retention—the true health metric revealing customer churn hidden by expansion revenue.

Win-Loss readouts: Deliver real insights, not blame

Master win loss readouts that deliver unbiased customer insights to your C-Suite, helping B2B leaders turn tough feedback into revenue growth without blame.