Sales Said One Thing. Buyers Said Another: Why You Need Accurate Win/Loss Data
In a recent project for a client, we uncovered something striking: in 62% of losses, the reason given by the sales rep didn’t match what the buyer told us in the interview.
Some deals marked as closed were actually still in play.
Some buyers had quietly selected a competitor without telling the rep.
And in a few cases, the “loss” was actually a win – a simple case of data hygiene, but helpful for our client to identify and correct.
These kinds of mismatches can be costly because they may lead organizations to make decisions based on assumptions rather than reality
The Risk of Misguided Intelligence
When leadership relies on incorrect or incomplete loss data from the CRM, it creates a false sense of clarity. Strategies, enablement programs, and product priorities get built on shaky ground. Instead of correcting course, companies risk misprioritizing corrective actions. They may work at fixing problems that don’t exist, while missing the ones that do.
The Importance of Accurate Loss Insights
Loss insights don’t just affect sales. They ripple across the business:
Product teams need to understand where solutions fall short in the eyes of customers.
Sales teams need clear visibility into why deals stall or slip away.
CS teams need real market insight to position expansions and renewals with confidence.
Without alignment on the real reasons for losses, each team is left making assumptions. And assumptions are a dangerous foundation for growth.
Why CRM Reason Codes Fall Short
Most software companies rely on CRM “reason codes” to explain wins and losses. The problem is that these codes are:
Overly simplistic (e.g., “Price” or “Features”), masking the true nuance of buyer decisions.
Subjective – based on the sales rep’s interpretation, not the customer’s voice.
Incomplete – they rarely capture context about the buying journey, competitive dynamics, or organizational priorities.
Put simply: relying solely on CRM data is a flawed strategy.
The Value of a Neutral Third Party
To uncover the truth, you need to hear it straight from buyers. But here’s the challenge: buyers don’t always tell sales reps the full story. Sometimes it’s to avoid conflict. Sometimes it’s to protect a future relationship.
That’s why companies turn to a neutral, skilled third-party partner. At IcebergIQ, we conduct structured interviews designed to reveal the “why” beneath the “what.” Our methodology surfaces deeper and more accurate insights to help our clients Improve win rates by closing the gap between seller assumptions and buyer reality.
Why Guess When You Can Know?
Your CRM can tell you what happened. But only your buyers can tell you why it happened.
The difference between those two is the difference between reacting to symptoms and solving root causes.
If you want to stop guessing and start knowing, it’s time to go beyond the CRM and listen to your customers. Book a call with us if you’d like to learn more.