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.

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.

The crucial role of the Pre-Sales Engineer has been coming up in our interviews with B2B SaaS decision-makers. Here, we share five insights that can help improve your sales motion.

Whether you’re doing win/loss analysis in-house or using a third-party consultancy like IcebergIQ, what are best practices for a successful program?

When it comes to understanding how to improve win rates, it can be tempting to focus on your losses and what went wrong. But there is value in talking to your newly signed customers as well.

How can you retain customers? This question is top of mind for B2B SaaS companies in the current economy.

With the New Year well underway, we thought it would be valuable to share a few insights from our research in 2022. Out of the hundreds of customer interviews that IcebergIQ conducted for B2B enterprise software companies last year, certain themes emerged.

Every enterprise software company needs to be listening to its customers. Are you doing that as effectively as possible? Learn from IcebergIQ CEO Natasha Narayan as she shares practical tips for getting to the truth in customer conversations in The Pragmatic magazine.

Are you in Customer Success or looking to join this fast-growing profession, and seeking a practical guide for everything you need to know? Thanks to the vast experience of Ruben Rabago and Ashvin Vaidyanathan and the many months they spent toiling away, the industry now has a practical, thorough guide, called The Customer Success Professional's Handbook, released in early 2020.