How it works
1. Pick the deals
The HubSpot app has already grouped your closed won, lost and no-decision deals by competitor. We pick a mix from the last 3 to 6 months.
2. Invite the buyers
You approve the wording. We invite each buyer, with a small thank-you for 30 minutes of their time.
3. Run the interviews
8 to 15 a quarter, run by IndustryLens rather than your reps. Recorded only with consent.
4. Match to competitor moves
Each interview is read against what that competitor was doing at the time: pricing, releases, messaging, reviews, hiring.
5. Report and walkthrough
A ranked report and a 45-minute walkthrough with your sales, product and marketing leads.
What you get
- Ranked win and loss reasons, each with buyer quotes
- A view per competitor: where they beat you, where you beat them
- Where your HubSpot lost reasons differ from what buyers said
- Actions for sales, product and marketing
- Findings added to your battlecards and the HubSpot card on each deal
Why it beats a standalone win/loss firm
A win/loss firm hears what buyers say. IndustryLens also sees what the competitor was doing at the time, so you can tell whether a loss came from your pitch, your product or a competitor’s move. Every finding links to a buyer quote or a tracked competitor event.
Privacy
Interviews are opt-in. Buyers consent before anything is recorded and can ask to be anonymised. We sign a data processing agreement before touching your deal data, and the process is GDPR-compliant. Interview data is kept separate from the HubSpot sync; see what that sync reads and stores.
Pricing
£350 per completed interview, minimum 6 per round. That covers inviting the buyers, running the interviews, the report and the walkthrough. Run one round, or one every quarter.
Win/loss interviews: common questions
Who runs the interviews?
IndustryLens runs them, not your sales reps. Buyers tend to be more candid with a third party, especially on a loss.
How many interviews do we get?
8 to 15 per quarter, drawn from your closed won, closed lost and no-decision deals over the last 3 to 6 months.
Do I need the HubSpot app for this?
It is how we run it. The HubSpot app already groups your closed deals by competitor, so deal selection for interview invitations is fast and the sample reflects your real pipeline, not a guess.
How are buyers contacted?
You approve the invitation wording first. IndustryLens then emails buyers directly with a small thank-you for 30 minutes of their time. Interviews are recorded only with consent, and buyers can ask to be anonymised in the report.
What does this cost?
£350 per completed interview, with a minimum of 6 per round. That covers inviting the buyers, running the interviews, the report and the walkthrough. Run one round or one every quarter.
Hear it from your buyers
Tell us who you are and we’ll pick the first deals to interview together.