Our Competitors - Primary Intelligence
FROM THE VOICE OF OUR CUSTOMERS

Primary Intelligence vs. Competitors

We practice what we preach – which means we receive feedback from our buyers around why they did or did not choose us over our competitors. 

Win-Loss Analysis Illustration

Don't Just Take Our Word For It.
Here's a look into our own voice of the customer program:

Competitor: Clozd

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YEARS OF EXPERTISE

Why we win...

“I got the impression from [Clozd] that if that person [interviewing] was good, and they asked the right questions, then our program would be successful. However, if that person was not good, they could end up asking questions we don’t care about. It was open-ended.”

- DIRECTOR OF MARKET AND COMPETITIVE INTELLIGENCE

”Here’s one thing [Clozd] said that bugged me a lot in terms of their approach. [Clozd] said, ‘We want to cut sales out of the loop. We don’t want sales involved. We don’t want them reaching out. We think sales is going to bias the respondents’ input.’ I was like, ‘Tell me about your response rates then.’ [Clozd] danced around that question. If I’m a rep, an AE, or a CSM, and somebody is touching my account and not telling me, I’m not happy. That does not end well for a strong relationship with the person running the win loss program and [reps].”

- DIRECTOR OF MARKET AND COMPETITIVE INTELLIGENCE

“The primary driver of this perception was [Clozd’s] absence of a suitable survey component within the solution.”

- CUSTOMER EXPERIENCE DIRECTOR

“[Primary Intelligence’s] integration with Salesforce, focus on interviews vs surveys, price, and follow up/responsiveness.”

- DIRECTOR
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YEARS OF EXPERTISE

Why they win...

“We already use [Clozd].”

- GLOBAL HEAD OF CX

“It was overall a close call. Clozd was the first vendor we talked to and they spent a bit more time explaining the ins and outs of deploying a win/loss program as well as providing resource in the form of a white paper with lots of good information. The company history and background of its founders had also a minor impact on our decision.”

- PRODUCT MARKETING MANAGER

“Although we saw few other advantages to Clozd’s platform, we found their use of bubble charts illustrating strengths and weaknesses by theme and size visually compelling.”

- PRINCIPAL PRODUCT MANAGER

“Clozd was selected due to being the incumbent (path of least resistance during IPO phase), existing knowledge of our products and services, and existing relationships with sales leadership.”

- GLOBAL HEAD OF CX

“We were referred to Clozd by a contact who currently uses their services.”

- CHIEF COMMERCIAL OFFICER

Want to learn more on why our customers choose us?

Competitor: DoubleCheck Research

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YEARS OF EXPERTISE

Why we win...

“We worked with [DoubleCheck] last year and we has some issues primarily on outreach and the length of time that it took them to conduct interviews.”

“PI demonstrated to understand our business needs better as they customized their demos and proposal to best try to meet our needs and answer specific questions.”

“The overall methodology that PI presented to us on how they go about collecting data seemed to have a more complete and holistic approach than Doublecheck.”

- GROUP MANAGER

“I talked to DoubleCheck at the recommendation of my CMO, who had a relationship and did an initial interview. One of the things that I keep coming back to is that you guys have the ability to do both the quantitative and the qualitative at the same time. Whereas when you’re dealing with the other vendors, they can do an interview program for you. They can set up a pretty intuitive database where they put that information in. It will look pretty, and it will be great. However, you’re really paying for the interview services with nice transcription. What I want is the quantitative. I want the ability to survey everybody. I want the ability to click down into the folks that say, ‘Yes, we can talk,’ and then I want to pull that context forward. No one else in the market has figured that out. Even when I talked to Clozd about it, they said, ‘We don’t do that, and we won’t be doing that for a while.’ You go with what you know and what’s been good. I had to give them a fair shake, but they’re not doing what you guys are doing with voice of buyer automation.”

- VP OF PRODUCT MARKETING
DOUBLECHECK RESEARCH LOGO
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YEARS OF EXPERTISE

Why they win...

“The reason I ended up going with [DoubleCheck] is that they specialize in doing B2B technology research which is what we are. I felt like all three vendors were equal, and I had a hard time distinguishing between them. I felt that it would be beneficial because they are used to talking about these issues. They also seemed like a smaller firm which I liked.”

“It was primarily that DoubleCheck fit with what we do. I felt like the pricing was equivalent, give or take a little bit on each one, but it was all roughly the same, so that wasn’t an issue at all. It was nice that DoubleCheck offered incentives and included in the cost of research, and I don’t think Primary Intelligence did that. Also, Primary Intelligence has the format of the survey first, and then the interview. I was worried that we didn’t have a hundred of these. We only had a small handful that we wanted to go after. I felt like that was adding a separate step to the process, where we just wanted to get to the interview. The interview survey process was the difference between the three vendors. Clozd didn’t do the survey at all. It wasn’t part of their process. Primary Intelligence does it first. DoubleCheck has a survey, but after someone agrees to an interview, they send a survey. It’s also not a requirement for doing the interview.”

“[DoubleCheck’s] customer examples were all things we could relate to versus looking and seeing B2C companies”

- VP, MARKETING

“All three of the vendors we looked at were evenly placed. We ultimately went with DoubleCheck Research because they have worked with similar companies and companies that we work closely with.”

- EXECUTIVE ASSISTANT TO THE CEO

Competitor: Anova Consulting

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YEARS OF EXPERTISE
Why we win...

“[Anova Consulting] didn’t understand our needs. I don’t know if it’s because they haven’t had customers in the health care space before. They were connecting and aligning to what our goals were of completing this win loss analysis.”

“[Anova Consulting] couldn’t give us a team of who would be supporting it. They only had two people identified that would be supporting it. That wouldn’t be enough in terms of how we wanted to proceed with completing the interviews, compiling the data, and understanding that.”

“[The Anova Consulting dashboards] were only shared as a final report once the surveys are all completed.”

- SENIOR MANAGER

“It was initially that [Primary Intelligence] had a good portfolio of device-help-related clients. They had an upper hand in terms of the understanding of our stakeholders that we would want to interact with for these account interviews.”

“Ralph did a great job of trying to understand our needs and connect it back to what he was sharing with us in the TruVoice modules that would help us better understand those drivers. It helped us understand what impact pricing had on the decision. He was able to outline what that proposal looked like from the expectation of the interviews and the survey. He helped us understand how we would partner to get the feedback. That helped us know that we would have what we needed in a timely manner.”

- MANAGER
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YEARS OF EXPERTISE
Why they win...

“Industry expertise, customer reference (a Collibra employee worked with Anova at a previous company).”

- PRODUCT MARKETING MANAGER

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