At Gainsight’s recent Pulse conference, Natasha Narayan, CEO and Co-Founder of IcebergIQ, and Ruben Rabago, Founder and Chief Advisor at Customer Revelations, took the stage to discuss a topic that is increasingly relevant for customer success, product, and revenue leaders: What AI Can’t Tell You About Customer Decisions and Churn.

AI is changing the operational core of Customer Success, says Daphne Costa Lopez, Global Director of Customer Success at Hubspot. As a result, the role of the CSM is moving up the value chain.

With over thousands of customers and growing board scrutiny on recent customer losses, this SaaS Fin-Tech company required answers to critical questions.

This cloud-based ERP and supply chain company was missing critical buyer insights. Sales reps believed they knew why customers chose their solutions, and reason codes captured this in their CRM. But key understandings were missing.

Most companies think they understand why sales deals are won or lost, but a lack of clear understanding is usually the case.   For the CEO of this B2B SaaS Healthcare start-up, that realization was a turning point.

Should your company run a win-loss or churn analysis program? What would the program include? How will it benefit you? Here are answers to some of the most commonly asked questions.

Win-loss analysis is more important than ever in 2026, now that AI is table stakes and there’s increased pressure to do more with less.

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.

A Pulse fireside chat highlighted a powerful truth: companies that deeply understand why they win, lose, or churn are better equipped to grow.

Discover 5 root causes of churn uncovered by IcebergIQ research, along with recommendations from Valuize on how to turn them into drivers of stronger customer success.

Natasha Narayan, CEO of IcebergIQ, joined The Talent Lens webinar with Swati Garg of Melo Associates to hear about Melo’s new directions and showcase expert interviewing tips.

Your customer may decide to churn much earlier than you expect. Did you spot the warning signs?

Customer interviews uncover insights that drive real change. Here are some concrete ways that our clients are actioning win/loss and churn findings.

In today's competitive landscape, reducing churn and improving net retention rates are both vital metrics to a software company. A stellar Customer Success Manager (CSM) plays a key role in this.

Understanding customer churn is crucial for SaaS Customer Success teams. IcebergIQ recently surveyed 178 CS professionals to uncover common churn analysis practices and challenges.

Candid customer conversations are the best way to understand churn. IcebergIQ CEO Natasha Narayan presented a “walk, dive, glide” maturity model for a churn analysis program at Gainsight’s Pulse2024 event.

While it might seem like win/loss and churn interviews could be done in a similar way, they serve distinct purposes and are structured differently to uncover specific insights.