Across 500+  win-loss, churn, and Voice of Customer interviews conducted by IcebergIQ last year, some clear trends emerged that can help software companies win more deals in 2026.

When leadership relies on incorrect or incomplete loss data from the CRM, it creates a false sense of clarity. Decisions may be made based on assumptions rather than on reality.

Understanding why you win or lose deals is essential, but you can’t rely on CRM data alone. A neutral third party can get the candid insights you need.

When a software company launches a win/loss program and an external firm is introduced, sales teams may feel some trepidation. There’s a natural concern that the process could be used to point fingers or uncover feedback that feels personal or critical.