About Us

Primary Intelligence delivers elevated outcomes for B2B marketing, sales, and product leaders. Our advanced Win Loss and Customer Experience methodologies, combined with our TruVoice and TruSales Software are beyond anything else offered in the market today. Our proven methods give our customers a competitive advantage through much deeper insights that come from speaking directly to buyers and sellers. The outcomes? Significantly increased win and retention rates and exponential revenue growth.

Primary Intelligence has delivered dramatic revenue results for hundreds of clients since 2000. We are unique in that we provide all of our clients with their own dedicated and experienced team which includes a PI partner, program consultants, analysts, program administrators, delivery coordinators, schedulers, and editors. Each team member is full-time employee of Primary Intelligence. Don’t settle for any pretenders who will try to “learn as they go.” Instead, rely on Primary Intelligence to ensure sure you are provided with an experienced team, dedicated to helping you win more revenue.

Learn how we have helped these companies. See what people are saying about us.

What We Do

We deliver elevated outcomes like dramatically increased sales win rates, better revenue retention, and sustainable revenue growth. Our Win Loss Analysis and Customer Experience Analysis programs seek to answer one important question:

What do you need to change to achieve the outcomes you want?

We use primary-source research, which means speaking directly to your buyers, sellers, and account teams. Then we conduct in-depth analysis to find trends, best practices, and root causes. It’s all supported by our TruVoice software, which we use for deep research and to deliver answers to your strategic leaders using a powerful yet simple to use dashboard.

Every program is spearheaded by a team of dedicated consultants, analysts, and project managers. So, you’re never far from someone focused on delivering your elevated outcome.

  • Find Listening Posts

    Determine which buyers or customers we need to speak to

  • Listen

    Conduct web surveys and phone discussions with your buyers (recently closed deals or customer accounts)

  • Uncover Root Causes

    Host discussions with your sales and account teams to find root causes for the buyer’s feedback

  • Initiate Change

    Spend time with your leaders to explain what to work on

  • Celebrate Your Outcome

    Because we deliver outcomes, not data

Who We Work With

We believe that every company in every industry would benefit greatly from Win Loss Analysis and Customer Experience Analysis! For now, here are some of the industries we help most often:

Financial Services

Business Services



Tech Hardware



20+ Other Industries

Our solutions are a great fit for B2B companies with complex sales cycles, tough competition, or a varied product portfolio. Our typical client targets the enterprise or mid-market customer, and has more than $100M in revenue. (Here’s the full breakdown of our client’s size, by revenue.)

$10B plus
Less than $100M

Our Promises to You

We take our work seriously and commit to excellence. When you partner with Primary Intelligence, you partner with a team of people delivering on our promises.


Our methods are driven by our technology and powered by our people, which means you get the scalability of a machine with the personal touch of a boutique firm.

Every program includes:

  • Dedicated research & consulting team
  • Quality assurance & best practice checks throughout


With more than 15 years of focus, we know how to deliver meaningful, actionable intelligence.

We’re experts in:

  • Collecting feedback
  • Analyzing feedback
  • Delivering executive-ready insights


When you work with Primary Intelligence, we become a partner in your success. Our solutions are focused around your results, not deliverables.

We deliver:

  • Increased win rates
  • Increased revenue retention