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market research
win-loss
sales
b2b
competitors
B2B Win-Loss Research
Compare won, lost, and no-decision accounts to isolate sales friction and competitor strengths.
Audience
Qualified respondents matched to the research decision.
Outcome
A clear evidence path from respondent answers to stakeholder action.
Method
Structured survey with sections, preview questions, and seeded demo analytics.
11
questions
~8
minutes
143
demo uses
Estimated timing
Deal context~2 min
Decision drivers~4 min
Sales enablement~2 min
Logic flags
Segmentable choice logic
Forced ranking
Open-text theme capture
Variable copy substitution
Section Tracker
1
Deal context
Buying role, stage, urgency, and competing options.
3 questions
2
Decision drivers
Why the vendor won, lost, or stalled.
5 questions
3
Sales enablement
Language, proof, and objections for the revenue team.
3 questions
Question Preview
1. What outcome best describes your evaluation?
single_choice
2. Which factor most influenced the decision?
rank_order
3. What proof would have changed the outcome?
text