Best win-loss providers in 2026

In the past five or so years, win-loss has exploded as an area where B2B firms are investing. This article gives an overview of some of the top win-loss providers, and makes suggestions to help customers choose the right one to suit their needs.

1. The explosion of win-loss providers
2. Clearsighted
3. Clozd
4. Klue
5. Corporate Visions
6. Buried Wins
7. Conclusion

The explosion of win-loss providers

Win-loss programs are extremely time-consuming and require consistency to deliver maximum impact and ROI. Most organizations don’t have the luxury of headcount dedicated exclusively to win-loss, so are increasingly outsourcing it to specialist firms (to look at some of the pros and cons of outsourcing win-loss analysis, see here). 

Naturally, this has led to an explosion of win-loss providers. Whilst big names like Clozd and Klue dominate the market – especially in North America – there’s now a tonne of other providers. These companies range from small boutique firms, like Clearsighted, to larger corporate consultancies that offer win-loss as part of a wider service. In fact, a quick look at the G2 win-loss providers page reveals that, as of March 2026, there are no less than thirty-two firms now offering win-loss services. 

As with anything, it’s not a simple case of one provider being better than another – it’s finding the firm that will be the best match for your company and its goals. So here’s an unbiased look at some of them – including ourselves! – to help potential procurers of win-loss programs decide who might be the best fit. 

Clearsighted

Clearsighted was formed in late 2025, making it one of the newer providers on the market. It launched from the conviction that win-loss needed a shake up in order to be more closely tailored to clients’ GTM goals and more agile and adaptive. It also believes that end-users want to interact with win-loss data conversationally, rather than by looking at dashboards.      

Clearsighted’s customer base consists primarily of mid-size B2B SaaS businesses, which often sell complex products and/or have a midmarket or enterprise ICP. 

Pros

• Run by seasoned competitive intelligence and HUMINT experts who have experience running in-house win-loss programs. Interviews are always carried out by a senior specialist who uses adaptive questioning and probing.
• Market-leading interview response rates (34% on closed lost) and longer interviews (45mins- 1hr).
• White-glove service: Acts as a consultant, taking the time to know your business, ICP and product/ offering and to tailor the win-loss program accordingly. Also offers one-off strategic insights projects to fill in knowledge gaps about the market, competitors or customers.
• A strong fit for businesses that require specialized, domain-specific expertise – for example in Cyber or Fintech.
• Transparent, all-in pricing with no surprise extras. 

Cons

• If your business is working through the way data is structured and you need a dashboard-heavy approach which mirrors visualisation tools like Tableau or Salesforce dashboards, Clearsighted won’t be the provider for you. 
• Clearsighted packages include surveys, but the focus is firmly on in-depth interviews with verbatims. If surveys are what you’re after, another provider would suit. 
• Clearsighted works hand-in-hand with RevOps to improve the accuracy of data captured in CRMs and other systems – but this process is not currently ‘productized’ within the app or automated with integrations. 
• If you currently have zero visibility as to why you’re winning or losing deals, any of the providers on the market may be a decent fit for you. Clearsighted excels in uncovering detail and nuance, so is best suited to companies that already have some knowledge but desire to go deeper.

Choose Clearsighted when…

Clearsighted will be a super match for you if program depth and actionable recommendations are top priority. It will be a good match if you have a particularly complex product (SaaS), fast-moving competitive landscape or varied or niche ICP. Clearsighted gets to know your offering and uses adaptive questioning to get the most out of buyer and customer conversations across different personas.

Clearsighted will also be a good fit if you have Product Marketing Managers or Revenue leaders who want to interact conversationally with detailed data about their customers and are already using tools like Claude. Clearsighted is actively and rapidly developing its app to enable these use cases. 

Clozd

Clozd was formed in 2017 and is headquartered in Utah, US, with roughly 120 employees. Clozd is frequently seen speaking at industry conferences and webinars, authoring win-loss white papers and sponsoring dinners and events for Revenue and Product Marketing leaders.

Clozd is generally accepted as the market leader in win-loss and was the first to truly ‘productize’ win-loss, with a full-featured platform that shows trends, stats and win-loss reasons in dashboard form and integrates with CRMs such as Salesforce and Hubspot. Clozd has recently expanded its messaging beyond win-loss and into customer churn and implementation interviewing, claiming to offer insights across the entire customer journey. The product is mature, and the company boasts some big names on its roster of customer logos. 

Pros

• A longstanding and well-known player; almost everyone who has looked for a win-loss provider will have looked at Clozd.
• Continually investing and innovating in product to try to automate the data gathering process. For example, Clozd was the first to release an AI Interviewer in 2025. 
• A good fit if scale is the main priority of your win-loss program i.e. gathering data from many hundreds of customers a year. 
• Recent focus on ‘entire customer lifecycle.’ i.e. getting implementation and churn interviews into the Clozd platform.
• Experience working with some of the largest SaaS companies in North America, many of whom participate in its customer advisory board (CAB). 

Cons

• Quality of interviews and analysis varies substantially depending on the consultant aligned to your account. Interviews are 30mins or less. 
• Some customers find Clozd does not hit the agreed number of interviews, and end up doing their own, additional prospect and customer outreach. 
• More of a ‘one-size-fits all’ approach to interviewing and analysis. Executive readouts in particular sometimes lack nuance and recommendations that feel unique. 
• Some customers can find the product itself overwhelming. 
• Clozd is generally considered expensive. 

Choose Clozd when…

Clozd will work well for you if you want a well-known player with a mature product that integrates tightly with your CRM and has the setup and resources required to do win-loss at a massive scale (i.e. your closed pipeline each year is many hundreds of opportunities). Clozd is also known to have strong security certs and to be investing in AI for win-loss use cases.

Clozd is also a strong option if you realise you have some foundational problems with sales mechanics or have some product feature limitations, but you’re not sure how customers feel about these, or their impact. For B2B SaaS firms that already have some idea about why they’re winning and losing but desire a deeper look, other providers may be more suited. 

Klue

Klue is a Canadian company, founded in 2015 and headquartered in Vancouver with roughly 250 employees. Its primary focus is Competitive Intelligence; it initially focused on website and news monitoring surfaced in newsfeed-style, the emailing of this info via intelligence digests, and the housing of battlecards. This means that it also competes with the likes of Crayon or Kompyte. 

It entered the win-loss market with the acquisition of Doublecheck Research in 2023, then Goldpan.ai. Doublecheck was founded and run by an ex-Gartner analyst with impeccable win-loss expertise and a good reputation for both interviews and analysis. Entering this space affirmed Klue’s ambitions to be an ‘all-in-one’ solution for companies looking to get ahead of their competitors. 

Recently, Klue has been honing in on AI features with a ‘Compete Agent’ that surfaces and summarizes information across the platform. 

Pros

• Investing heavily in win-loss as a ‘big bet.’ Has a good reputation in this space with some big-name customers using Klue’s win-loss services. 
• Businesses wanting a tight tie-in between competitive enablement and win-loss, with a strong need for automation, will appreciate the CI software that’s at the heart of Klue’s offering.
• Has a mature product with a customer-driven roadmap and offers useful integrations, for example with Salesforce.
• The largest of any of the providers – a big team to back up their product. 

Cons

• Customers get the most out of Klue when they combine their win-loss program with the broader Klue platform i.e. buy Klue’s ‘core’ product for Competitive Intelligence. For customers wanting win-loss specifically, it may not be the most cost-effective option. 
• Strong adoption rates for the Klue platform require continual work and enablement. While this isn’t unusual, users should be aware that just procuring Klue isn’t a silver bullet.
• Customers remark that Klue overall is expensive, with contracts that auto-renew. 
• Geographic coverage skewed towards North America. 

Choose Klue when…

If you want a highly automated program that ties win-loss and Competitive Intelligence and assets together closely, Klue will be the most logical fit for you. If you’re also after a very large win-loss program, and desire the reassurance of a proven enterprise player, Klue will fit the bill. 

If you’re looking for pure win-loss, without things like automated battlecards and web-scraping, Klue may feel like overkill.

Corporate Visions

Corporate visions was founded in 1986, making it by far the longest established provider on this list. Headquartered in Arizona, it’s a similar size to Clozd and Klue but has a very different angle – the overall focus is on sales coaching and consulting, with win-loss data being the evidence date for these services. Corporate Visions is therefore more like a traditional sales and skills consultancy, offering what it calls a “connected revenue performance system” that leans heavily into the expertise of professionals such as neuroscientists and psychologists. 

Corporate Visions does have proprietary win-loss software called TruVoice, which claims to deliver real-time data from customers as well as recommendations to sellers and their managers for better sales execution. TruVoice will likely therefore appeal to businesses with a strong focus on sales and revenue teams as the primary stakeholders of their win-loss program.

Pros

• Strong fit for sales and revenue teams who see sales execution as the primary reason for losses. 
• Businesses without in-house enablement or coaching resources who would like to bring in outside expertise will gain value from Corporate Visions’ approach. 
• Long-established player with a large in-house team.
• Good bias to action; lots of talk about revenue impact. 

Cons

• Sales-heavy focus means it may not suit businesses that want a more cross-functional approach (for example involving product, engineering or marketing teams). 
• Users not looking for sales enablement or coaching services may not be getting the maximum value from their data. 
• Not much information about the TruVoice software and how it fits in with the wider offering – it may not be a priority
• Call-recording software such as Gong and Chorus already provides coaching and rep trend-spotting features. For some revenue teams, this may already be enough.

Best for

Corporate Visions will be a strong fit if the primary stakeholder(s) of your win-loss team are sales (such as Chief Revenue Officers, VP Sales etc) who already know that losses are predominantly down to sales execution. It will also be a good fit for businesses that lack in-house enablement resources. 

For businesses looking for a more holistic, cross-functional approach and don’t need additional sales coaching, other providers may be a better fit. 

Buried Wins

Buried Wins is another relatively new provider on the market, founded in 2023 by Drew Giovanni and headquartered in Austin, TX. It’s a small, boutique firm, trading on the Product Marketing knowledge of its founder. Drew has a great deal of experience in PMM B2B SaaS, having held a number of in-house PMM roles, so understands the needs of different stakeholders and the information that win-loss programs need to deliver. Buried Wins seems to have expanded via word-of-mouth in the Product Marketing community, which is often an indication of happy customers. 

Buried Wins is unashamedly a consultancy, rather than a SaaS – which marks it apart from the likes of Clozd and Klue who take a ‘software-first’ approach. It appears to have particular expertise in logistics and e-commerce, so may be an excellent choice if you’re looking for a specialist in these industries. 

Pros

• Run by a knowledgeable founder who has run in-house win-loss and enablement programs before.
• Appears to have a good reputation in the Product Marketing community.
• Pricing is transparent and available online – something that seems rare among win-loss providers.
• Claims to take a very consultative approach and to tailor recommendations.

Cons

• Does not appear to offer any custom software or app at the present time. Customers will therefore have to think about how and where their interview data is stored and may need to pay for additional third-party tools. 
• Due to lack of software, insights may be resigned to executive readouts rather than always-on, or instantly accessible. 
• Appears quite small and may not be set up for very large win-loss programs requiring hundreds of interviews. 

Choose Buried Wins when…

If working with a knowledgeable individual with recent experience of in-house win-loss and its interlinked activities (e.g. sales enablement) is a must, Buried Wins may be a good fit. Likewise, if you want a high-touch approach from a consultancy, rather than a software provider who simply delivers interviews en-masse, Buried Wins could be the provider for you.

If you expect access to a purpose-built app as part of the price you pay for your win-loss program, other providers may be a closer fit. 

Conclusion

As with most things in the SaaS world, choosing a win-loss provider is not a case of one-size-fits all. Buyers should think about how they want their win-loss program to run, including which functions of the business are key stakeholders, how they want insights delivered (including how regularly) and what they want to do with their win-loss data – for example to use it for sales enablement or to extract into LLMs. Whether your company is primarily concerned with scale, software, or desires a more hands-on approach from a provider, is also important to consider.

For SaaS firms with a complex product or who operate in a specialized industry, domain expertise will also be a key consideration.

Finally, prospective buyers may want to think about the ‘bigger picture’ around win-loss. For instance, are they interested in pursuing a voice-of-the-customer program (VOC) from the same provider, or in occasionally commissioning strategic insights projects to dig deeper into new market opportunities or to benchmark their own offering? If the answer to these is yes, it may be a good idea to select a provider that can also offer these services and therefore ‘piggy-back’ off what is already known from win-loss.

As a further point of unbiased reference, Gartner has an excellent Market Guide for win-loss providers (published every 2-3 years) with some useful buying suggestions, and forecasts the industry is set to keep growing.