Pricing and packaging
“What would they pay for, and what feels like a tax?”
B2B insights
Solutions
Know how buyers really decide.
For product marketing, strategy and insights teams. Hear from the verified decision-makers behind the deals you win, lose and renew.
Arbor · Findings
40 verified buyers
Question
Why are we losing deals to the incumbent?
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Integration effort, not price, decides the deal.
23 of 40“Two vendors dropped out at the proof of concept because of integration effort.” · IT decision-maker · SaaS
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Security reviews stall late-stage deals.
15 of 40“Our security team found out in week six. That added a quarter.” · CISO · financial services
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The incumbent wins on relationships.
11 of 40“We already had their rep on speed dial.” · Procurement lead · manufacturing
What you can answer
The questions behind the decision.
Win/loss and churn
“Why did we lose that deal?”
Concept validation
“Would they pilot it?”
Competitive intelligence
“How do buyers compare us?”
Customer references
“What do customers say off the record?”
Market sizing
“Who buys, and what would make them switch?”
Channel research
“What do resellers choose to sell?”
Positioning
“Which story lands with the buyer?”
Get started
Ready to get started?
Tell us who you need. We’ll come back with a plan, a price and a timeline.
The moderator
Finds the person who really decided.
A moderator trained on buying conversations knows that “we went with the incumbent” is where the interview starts.
Generic AI interviewer
VP of operations
“We ended up going with the incumbent.”
Moderator
“Understood. Next question: how satisfied are you with them today?”
Moves on. The most important signal in the call goes unexplored.
Arbor’s B2B moderator
VP of operations
“We ended up going with the incumbent.”
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Follow-up · Committee
“Who in the room pushed for that decision?”
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Follow-up · Criteria
“What did they weigh most heavily at the end?”
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Follow-up · Gap
“What would the other vendor have needed to show to win?”
Maps the buying committee, not just the answer.
Who you hear from
The buyers, verified.
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Robert H.
CIO · mid-market insurer
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Nina P.
Head of procurement · retail
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Marcus E.
Ops director · 3PL
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Grace L.
Data engineer · fintech
A study week
Question to findings in five days.
- Day 1 Tell us the question and which buyers you need.
- Day 2 Verified decision-makers, matched to your criteria.
- Day 3–4 Live calls with senior buyers, AI interviews across the committee.
- Day 5 Themes, quotes and recommendations, ready to share.