Why You Should Work With a Neutral Third Party for Win/Loss and Churn Analysis

In today’s competitive B2B SaaS landscape, understanding why you win or lose a deal is essential. And you can’t rely on CRM data alone.

According to Gartner’s 2025 Market Guide for Win/Loss Analysis Solutions, 65% of CMOs and product marketers are currently doing win/loss analysis or plan to start soon. That’s up 16% from just two years ago.

While many companies choose to run these programs internally, Gartner recommends partnering with an external provider for more comprehensive, candid insights.

Why Not Just Do It In-House?

On the surface, running a program internally may seem cost-effective because you can leverage internal resources. But hidden costs quickly emerge: coordinating outreach, managing scheduling logistics, conducting interviews, analyzing qualitative data, and reporting back with clarity and precision.

Even more critical – and less quantifiable – is the value of having a neutral third party speak with your buyers.

Unfiltered Truth from Buyers

A third-party partner creates a psychologically safe space for prospects and customers to speak openly. They can share honest feedback without fear of offending a sales rep, or being sold to again.

At IcebergIQ, buyers are often eager to participate in interviews. Here’s why:

• They want to help improve your product or sales experience.

• They see you as a company that invests in learning, which builds trust and long-term goodwill. As one interviewee said: "I actually appreciate what they've hired you to do here … I think that shows the maturity of a company.”

• They might consider buying from you again, especially if you adapt based on their original needs.

• They want to explain their decision. One interviewee told us: “We nearly bought their product but didn’t. I want to tell them what happened.”

Greater Internal Credibility

Feedback from a third party is often easier to accept within your organization. It’s not a teammate’s opinion – it’s unbiased data. This helps resolve internal debates and align cross-functional teams around what truly needs to change.

Purpose-Built Methodology

External partners bring structure and rigor that ad hoc internal efforts can’t replicate.

At IcebergIQ, our proprietary Buyer-as-Hero methodology centers on the buyer’s journey, casting them as the protagonist working to create positive change. We explore their challenges, motivations, and decision criteria to uncover the full story behind the win or the loss. 

This approach ensures consistency, depth, and repeatability across every interview.

Give Time Back to Your Team

Running win/loss internally is resource-intensive, from curating contact lists and booking interviews, to identifying themes across dozens of nuanced conversations.

Outsourcing the program lets your internal teams stay focused on what they do best: applying insights to drive action.

Final Thoughts: Go Beyond the Surface

Win/loss analysis is only as good as the conversations it’s built on.

When those conversations are honest, unbiased, and professionally conducted, the value is exponential. A skilled third-party partner doesn’t just collect feedback. They uncover the truth and connect the dots. One client told us: “We got deeper and unbiased feedback through your interviews into the root causes and symptoms of churn.” The result? Teams are empowered to act with confidence and clarity.

Ready to Uncover Deeper Buyer Insights?

Talk with us about how IcebergIQ can support your next win/loss or churn analysis program.