BlogBy Mark Richards
What 500 B2B Sales Teams Told Us About Why Deals Are Lost
We analyzed data from over 500 mid-market sales teams. The patterns were clear — and most of them had nothing to do with pricing.
Over six months we interviewed revenue leaders at 500 mid-market companies. We expected pricing to dominate. It didn't.
The three reasons that actually came up
When we coded the transcripts, the same themes surfaced again and again:
No internal champion. The deal had no one selling it in the room we never entered.
Unclear next step. Momentum died between meetings because nobody owned the follow-through.
Status-quo bias. Doing nothing felt safer than choosing any vendor at all.
We didn't lose to a competitor. We lost to the calendar.
VP of SalesMid-market SaaS, 200 employees
The takeaway: most lost deals are process failures, not pricing failures. Fix the process and the win rate follows.
