How an Enterprise Marketing Platform Company Increased Competitive Win Rates by 50+ Points with IcebergIQ Insights
To understand why customers were not renewing, this enterprise agentic marketing platform company initially started with IcebergIQ to conduct ongoing churn insights for several years. As their business entered a new growth phase, the executive team shifted focus to better understand the reasons for wins and losses against specific competitors.
To answer these questions, the company expanded its partnership with IcebergIQ to win-loss analysis, to sharpen competitive positioning, strengthen sales enablement, and better understand buyers' purchase decisions.
Working with IcebergIQ, the company captured new win-loss stories, learned new pricing intelligence, and most notably, saw an increase in their competitive win rates by more than 50 points.
Challenge
Being the category creator and longtime market leader, the company faced increasing competitive pressure from new, smaller companies who were entering their space and offering lower pricing and alternative capabilities.
The Product Marketing team wanted a clearer understanding of how buyers evaluated their company against competitors, and which messages resonated throughout the buying process.
Sales reps gave useful feedback, but team leadership wanted more objective buyer feedback to validate assumptions and identify where positioning should evolve. Competitive positioning became a strategic priority for the company.
In this article, you’ll learn:
Why win-loss and churn analysis are critical components of competitive positioning and enablement
How IcebergIQ research, combined with internal AI tools, can be used to update positioning and messaging in sales battlecards, having a direct impact on competitive win rates
How win-loss analysis can identify new signals about your pricing model and support needed changes to your pricing strategy
Why IcebergIQ?
Previously, IcebergIQ had interviewed this company for a churn interview on behalf of another client. Experiencing an IcebergIQ interview first-hand led to a partnership with IcebergIQ that has lasted over four years.
IcebergIQ transitioned to on-going win-loss interviews each quarter, with every interview contributing to the company's broader Voice of the Customer program.
The company uses the years of IcebergIQ research with its own internal AI tools to create updated positioning and messaging in their battlecards for the sales organization. By adding new IcebergIQ win-loss insights to the mix, the company has created a strong foundation for their competitive intelligence strategy.
“IcebergIQ has been a great partner for our business. They’re flexible, adaptable, and truly have become an extension of our team!”
Results
Using IcebergIQ insights, the Product Marketing team built a library of competitive battlecards with specific win stories. They also found new signals about their pricing model, resulting in significant changes to their pricing strategy.
IcebergIQ helped the company:
Strengthen competitive positioning with direct buyer intelligence
Develop new competitive battlecards using historical interview data
Identify new customer win stories for sales and marketing
Improve pricing intelligence by validating buyer perceptions
Deliver stronger competitive enablement across the sales organization
Challenge internal assumptions with independent customer feedback
“Win-loss is a great opportunity to clearly understand what customers are saying, which has a direct impact on how we position against the competition”
Most importantly, the company translated IcebergIQ insights into measurable business results. In Q4 2025, the company saw an increase in their competitive win rates by more than 50 points, going from 30% to 86%.
This dramatic increase revealed how their updated positioning and enablement efforts were resonating in the market.
The team also highly valued that humans were conducting buyer interviews to uncover what technology often misses. As the company’s Senior Director says, “The strongest part of buyer interviews are the follow-up questions. Only human conversations can uncover the nuance, behavior, and context that software alone can't capture.”