Candorings
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Sample report

What you get back

A confidential, segmented readout of why you win, lose, and churn, plus a drafted set of revenue actions. Below is an illustrative example for a B2B SaaS revenue team. Individual answers are never shown; everything is aggregated and gated by a minimum-N threshold.

Synthetic data · illustrative only

Stage one · readout

Issues, prioritised

    We lose to Rival on value, not price

    highhigh confidence

    Lost deals consistently cite price, but under probing the deciding factor is a weaker value/ROI story than Rival’s. Buyers couldn’t quantify the return, so price became the tiebreaker.

    Dissent · A minority were genuine price losses to a materially cheaper option the buyer judged good enough.

    Deals stall when the champion goes quiet

    highhigh confidence

    Winnable deals slip late when the internal champion loses momentum. With no mobilised sponsor, the buying group drifts back to the status quo and the deal dies as ‘no decision’.

    Churn traces to slow time-to-value

    mediumlow confidence

    Churned accounts rarely blame the product — they never reached first value fast enough, and the renewal was lost before it was even asked for.

Your hypotheses vs. the evidence

    confirmedWe lose on pricePartly true, but most ‘price’ losses were really value-story failures.
    refutedWe lose on product gapsEvidence points to value articulation and champion momentum, not raw capability.
    surpriseChurn is a product problemEmerged as onboarding and time-to-value, not the product itself.

Scores by segment

Mean 1–5 self-ratings. Small segments and thinly-answered dimensions are withheld to protect individuals.

All respondents

N=24

Value & fit

  • Value & ROIValue & ROI2.6

Competitive & trust

  • Competitive differentiationDifferentiation2.3

Post-sale experience

  • Onboarding & valueOnboarding & value2.9

Sales experience

  • Sales experienceSales process3.1

Overall

  • Overall fit vs. the alternative2.8
  • Likelihood to recommend2.5

outcome: lost

N=11

Value & fit

  • Value & ROIValue & ROI2.4

Competitive & trust

  • Competitive differentiationDifferentiation2.1

Overall

  • Overall fit vs. the alternative2.7

outcome: churned

N=9

Post-sale experience

  • Onboarding & valueOnboarding & value1.9

Value & fit

  • Value & ROIValue & ROI2.4

Overall

  • Likelihood to recommend2

By segment

outcome: lost

N=11
  • ·Price was the stated reason, but the value case never really landed.
  • ·Rival had already won the champion before we re-engaged.
  • “On paper it was cheaper, but honestly we never saw the ROI clearly.”
  • “By the time your team made the case, we’d already leaned the other way.”

outcome: churned

N=9
  • ·We signed up excited, then onboarding dragged and momentum died.
  • ·Support was fine — we just never hit the value we bought it for.
  • “We never really got it live the way we’d hoped, so renewing was hard to justify.”
  • “The product wasn’t the problem — we just never got going.”

outcome: won

N=3

Too small to report separately, folded into the overall view to protect confidentiality.

Ask about this readout

Every readout answers back — grounded only in the guarded, aggregated data, never an individual response. Synthetic example:

Stage two · revenue actions

A sequenced set of revenue actions that rebuilds the value story against Rival, mobilises champions earlier in the cycle, and shortens time-to-value to stop churn at its source.

Quick wins

    Rebuild the value & ROI story against Rival

    Arm sales with a quantified, buyer-validated ROI case so price stops being the tiebreaker in competitive mid-market deals.

    Measure · Competitive win rate vs Rival up 5 points within two quarters.

    We lose to Rival on value, not price

    Mobilise the champion earlier in the cycle

    Equip reps to identify and enable an internal champion before the mid-cycle stall, with a clear mutual plan that keeps the buying group moving.

    Measure · Late-stage ‘no decision’ losses down 30% within two quarters.

    Deals stall when the champion goes quiet

Structural change

    Shorten time-to-value in onboarding

    Redesign the first 30 days around a fast first-value milestone — the strongest predictor of renewal in the churn interviews.

    Measure · 30-day activation up 40%; first-year churn down within two quarters.

    Churn traces to slow time-to-value

Suggested sequence

  1. 01Ship the ROI case and competitive value story to sales.
  2. 02Roll out the champion-enablement play and mutual action plan.
  3. 03Re-sequence onboarding around the 30-day first-value milestone.

Run this for your pipeline

Describe your product and competitors; the AI designs the assessment, interviews your buyers, and returns a readout and actions like this one.

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