Anonymous buyer research for HR and TA technology
Find out what your buyers really think of you.
Anonymous interviews with the prospects who chose a competitor and the customers who churned: why you actually lost, why they really left, and what they're telling other buyers about you now.
Your buyers have no incentive to tell you the truth. They have no reason to lie to us.
Senior HR and TA buyers, interviewed anonymously, on what being sold to is actually like. Read the interviews →
Your CRM records what your buyer was willing to say to the person who was selling to them. That is not the same as what happened.
Your CRM, your call recordings and every AI tool you own analyse what buyers said to you. The insight AI can't get you is what they said after you left the room.
What your CRM says
Closed Lost: Went with a cheaper solution
What the buyer actually said
“Price was the easy thing to write down. We went with the other solution because three people in my network said their implementation was less painful, and nobody on your side could introduce us to a customer who had actually gone live.”
What's happening right now
That TA leader has already told two people in their network to skip you. Neither evaluation will show up in your CRM.
What your CRM says
Closed Lost: Pricing
What the buyer actually said
“The fee was never the blocker. I could not get our talent team comfortable with how you explained adverse impact, and your team kept sending me the same one-pager.”
What's happening right now
They are still in market. They have added two other vendors to the shortlist and left you off.
What your CRM says
Churned: Non-renewal
What the buyer actually said
“The solution did what it said. After our previous VP of People left, nobody owned the modules we had paid for, people went back to spreadsheets, and your CSM kept booking us for product updates we did not have time for.”
What's happening right now
The new Chief People Officer is running a bake-off for a new solution. You are not on it.
Buyers have no incentive to tell your salespeople the truth. Honesty invites a debate and more selling. Decades of being sold to have trained buyers to end conversations politely instead.
The deal closes. The conversation about you doesn't.
80% of the vendors I've recommended, I have not worked with directly.
The moment a deal closes, won or lost, that buyer does not disappear. They go back to their network and tell people what dealing with you was actually like. Some of them become advocates, sending you referrals you will never correctly attribute. Others become critics, steering peers toward your competitors. This is your invisible pipeline. It exists right now, and you have no way to track, measure, or influence it.
HR and TA buyers now build their shortlists from their peer network before any vendor gets a call. What your lost and churned buyers say about you helps decide whether you make the next one.
Your current internal data cannot tell you which is which. We can.
Win-loss analysis tells you why you lost a deal. We also find out what those buyers are telling the market about you now. It starts with a free 30-minute conversation.
STAGE 1
Lost Revenue Assessment
Free. No commitment.A working session with your leadership team using your own pipeline and churn data. We quantify the financial exposure from deals you could have won and customers you didn't need to lose.
STAGE 2
Anonymous Buyer Interviews
Structured conversations with your lost prospects and churned customers, carried out personally by an experienced B2B revenue leader. Independent. Anonymous. Nobody finds out who said what, including you.
Buyers talk to us because they have nothing to lose and no reason to perform. If your buyers don't engage, you don't pay.
STAGE 3
Buyer Perception Report
Everything synthesised into a report on how buyers experienced you, how your competitors showed up, and what it means for your pipeline. Not a transcript dump. Every finding comes from a human conversation and is written by the person who ran it. AI assists with pattern-finding across transcripts that have had names removed. It never writes the analysis and it never speaks to a buyer.
STAGE 4
Action workshop (optional extra)
What you believed, set against what your buyers actually said. The workshop then turns findings into three to five specific commitments: changes with owners, timelines, and measurable outcomes. We see the biggest impact when the broader leadership team hears buyer feedback directly. Priced separately.
STAGE 1
Lost Revenue Assessment
Free. No commitment.A working session with your leadership team using your own pipeline and churn data. We quantify the financial exposure from deals you could have won and customers you didn't need to lose.
STAGE 2
Anonymous Buyer Interviews
Structured conversations with your lost prospects and churned customers, carried out personally by an experienced B2B revenue leader. Independent. Anonymous. Nobody finds out who said what, including you.
Buyers talk to us because they have nothing to lose and no reason to perform. If your buyers don't engage, you don't pay.
STAGE 3
Buyer Perception Report
Everything synthesised into a report on how buyers experienced you, how your competitors showed up, and what it means for your pipeline. Not a transcript dump. Every finding comes from a human conversation and is written by the person who ran it. AI assists with pattern-finding across transcripts that have had names removed. It never writes the analysis and it never speaks to a buyer.
STAGE 4
Action workshop (optional extra)
What you believed, set against what your buyers actually said. The workshop then turns findings into three to five specific commitments: changes with owners, timelines, and measurable outcomes. We see the biggest impact when the broader leadership team hears buyer feedback directly. Priced separately.
What your report will reveal
Why you really lost those deals
Your team logged a reason. The buyer has a different one. We show you both, side by side, across every deal we investigate.
Where the experience breaks down
Stage by stage, from first impression to final decision. Where you're building trust, where you're losing it, and exactly when buyers start looking at alternatives.
What buyers are telling their peers about you
Some of your lost prospects still recommend you. Some of your churned customers are warning people off. We tell you which, and what they're actually saying.
How your competitors showed up
Direct comparison from people who evaluated you side by side. Not your competitive intel deck. Not G2. What buyers actually experienced when they compared you, in their own words.
What to fix first
Every finding is ranked by revenue impact. The three to five changes most likely to improve your win rate, reduce churn, and protect the pipeline you've already built.
Gordon
As VP Sales and Customer Success at three VC-backed companies in the TA Tech space, I've led teams through growth, retention challenges, GTM resets, and multiple acquisitions.
I've sat where you sit: forecasting from closed-lost reasons I suspected were fiction, and building strategy on feedback from the customers most likely to say something positive. The buyers who could actually help us improve were the ones nobody was talking to.
That's why I built Buyer Perception: to have the conversations nobody else is having, with the people who actually made the decision, and bring back the truth. Even when that might not be comfortable to hear.
If that truth matters to you, let's talk.
Stop letting your competitors win deals you should have won.Stop losing customers you didn't need to lose.
Find out what your buyers say about you when you are not in the room.
Free 30-minute call. No homework, no commitment.