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.

Over the last seven years, this enterprise social impact software company has partnered with IcebergIQ to integrate independent buyer insights to their customer intelligence program. Today, these insights play a critical role in shaping the company’s GTM strategy, sales processes, and product enhancements, resulting in a 28% YOY increase in win rates.

In a competitive healthcare systems market, this AI-powered automation company believed it had what it needed to win, yet competitive win rates were dropping. The head of PMM had worked with IcebergIQ at a previous company, so she brought them in again to launch a win-loss program to uncover what was really driving competitive losses

With tens of thousands of customers and rising churn, this $650M cybersecurity company turned to IcebergIQ for churn analysis and more complete customer picture

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.