Growth Insights for CEOs

Executive Takeaways

• When a buyer says “too expensive,” research shows price is rarely the real reason, especially as deal size grows.
• Your CRM loss-reason field reflects your sales team’s view of the decision, not the buyer’s.
• “Price” is often a stand-in for unclear value, implementation risk, or low confidence in the outcome.
• A few points of win-rate improvement can unlock real revenue from the pipeline you already have.