Find out what your buyers really think about you.
We anonymously interview your lost prospects and churned customers, and bring back the truth about how your market perceives you.
Not what your CRM says. Not what your team tells you. What buyers are saying about you now.
Built on 10+ years of B2B revenue leadership.
If it were my call I would have bought it. The rep was outstanding and helped me build the business case. Our CFO killed it on budget. We've gone with an inferior solution, for now.
Already recommended you to three people. You'll never see this in your pipeline data.
Pricing was fine. Your proposal felt like a find-and-replace template. Their competitor laid out exactly what our first 90 days would look like.
Warned three people at a conference to go with your competitor. That's the story they tell about you now.
We liked your product better, but your team was slow to respond. And if I'm honest, I found the rep a bit pushy and patronising.
Was recently asked for their opinion on you. Told them not to bother.
If you've considered win/loss analysis, you've already identified the problem. This goes further.
Your team tells you what you want to hear. Your buyers won't.
It's easier for them to ghost you or be polite.
GTM leaders coach their reps not to have happy ears on deals. Then at company level, they end up in an echo chamber of positive G2 reviews, NPS scores, and testimonials.
That's a highlight reel from self-selected people who knew they were being watched.
The 60 to 70% who went elsewhere or left quietly aren't in that data. They're having conversations about you right now. And you have no idea what they're saying.
We find out.
Buyers don't choose your competitor because they're objectively better.
They choose them because they perceived them as better.
Perception isn't a soft metric. It's the mechanism by which every buying decision gets made. The gap between how you think your market sees you and how they actually see you is where lost deals live, where churn starts, and where pipeline disappears without a trace.
We close that gap.
The conversations that matter most still need a human
In a world where everything is being automated, the conversations that matter most - the ones where someone tells you what they really think - still require a human who knows how to listen. Not a survey. Not an AI chatbot. A conversation.
Your CRM captures the seller's workflow, not the buyer's verdict
CRM loss reasons are chosen by the person who lost the deal. Research shows 85% of closed-lost data doesn't match what buyers actually report. You're making strategic decisions on data that's structurally unreliable.
Your tech stack has a blind spot
You've invested in Gong, Salesforce, Clari, the full stack. They capture what happened when the buyer was in the room. None of them capture what happened after they left. The ghost - the prospect who stops replying - is invisible to every tool you own.
Your buyers won't tell your sales team the truth
When a prospect ghosts you or gives a polite 'we went another direction,' they're not being honest - they're being efficient. Anything they share with your team will be used to sell to them. They know this. So they say nothing useful.
Every lost deal and every churned customer has an afterlife.
The moment a deal closes, won or lost, the buyer doesn't disappear. They go back to their network and share what the experience was like. Some become advocates: generating referrals, recommendations, and pipeline you'll never attribute. Others become critics: warning peers, steering people toward competitors, and compounding damage you'll never see.
This is the invisible pipeline. It's operating right now inside your market. The only question is which direction it's flowing.
Advocates creating pipeline
- Recommended you to a peer
- Mentioned you in a Slack group
- Introduced a colleague
New pipeline → (you'll never attribute this)
Each advocate ≈ £50K to £150K in invisible pipeline per year
Based on 2 to 3 peer recommendations per year at average B2B deal values.
Critics destroying pipeline
- Warned a peer to avoid you
- Told their network not to bother
- Recommended your competitor instead
← Lost pipeline (you'll never see this)
Each critic ≈ £50K to £150K in invisible pipeline damage per year
Based on 2 to 3 negative conversations per year at average B2B deal values.
Right now you don't know the ratio. We find out.
You share a contact list
We work with you to build the right list, focusing on the contacts most likely to deliver the highest-quality insight. Takes about ten minutes of your time.
We run anonymous interviews
Structured, honest conversations with your buyers, completely independent of your team. No surveys. No forms. Real conversations with a real person.
You get the unfiltered truth
A Buyer Perception Report with your score across five dimensions, an advocate-to-critic ratio, competitive intelligence, and prioritised actions, delivered in a strategic debrief with your leadership team.
What your report reveals
Your Buyer Perception Score
A single number showing how your market actually perceives you, scored across five dimensions.
Where the experience breaks down
Stage-by-stage scoring from first impression to final decision. See exactly where you're losing goodwill.
Your advocate-to-critic ratio
How many of your lost prospects would recommend you to a peer, and how many are actively steering people away.
What they'd tell a colleague
In their own words. The conversations happening about you that you've never been part of.
How your competitors showed up
Direct, experiential comparison from people who evaluated you side by side.
What to fix first
Prioritised actions ranked by impact. Monday morning changes, not six-month projects.
Sales Leaders
Your reps say it was pricing. Your CRM says it was timing. Neither tells you what actually happened in the room, or what's being said about you now.
CEOs & Founders
You're making strategic decisions based on internal data and self-selected feedback. We bring you the external truth your team can't access.
Revenue Operations
Your CRM captures the seller's workflow. We capture the buyer's verdict. The gap between the two is where your pipeline is leaking.
Gordon
I spent a decade in B2B revenue leadership, running sales teams, sitting in deal reviews, and watching the same CRM data everyone else watches. I know how companies make decisions about their pipeline, their positioning, and their competition. And I know how much of that is guesswork dressed up as data.
Buyer Perception exists because every company deserves to hear what their market actually thinks: not the filtered version that makes it through internal reporting. I started this business to close the gap between what leadership believes and what buyers experience.
If that gap matters to you, let's talk.
Your buyers are having conversations about you right now. You just don't know what they're saying.
We find out. Anonymously. Honestly. In about two weeks.
If your buyers don't engage, you don't pay.