StackAdapt turns lost deals into new pipeline opportunities

Summary

StackAdapt needed deeper insights into why they were winning and losing deals—beyond the superficial survey feedback their team had been collecting. By partnering with Clozd to interview buyers directly, they uncovered win-back signals in 60% of their loss interviews—transforming closed-lost deals into a new, more predictable source of pipeline. Those insights are now shared across the business, helping StackAdapt’s teams refine their messaging, strengthen sales execution, and make more confident GTM decisions.

• ​StackAdapt found that 60% of their loss interviews included clear signals for future re-engagement
• ​Organization wide adoption of win-loss has led to greater company alignment on customer feedback from interviews
• ​StackAdapt found that win-loss has been a powerful lever to drive growth across the business

Capturing critical insights that surveys can’t deliver

StackAdapt’s marketing team needed deeper insights into why they were winning and losing deals—beyond the superficial survey feedback they’d been collecting.

To reach that level of clarity, they partnered with Clozd to capture richer buyer insights that could shape their sales motions, GTM positioning, and product roadmap.

“The surveys were useful as a starting point, but they weren’t driving the full level of depth that we wanted to see in our program,” said Krysha Nair, VP of product marketing at StackAdapt. “And so by being able to actually implement a program with Clozd, we're able to really invest and lean into deeper insights.”

Their survey program was also struggling to capture feedback from lost deals—one of the most valuable ways to understand your weaknesses and uncover win-back opportunities.

By partnering with Clozd to interview those buyers directly, StackAdapt found that 60% of their loss interviews included clear signals for future re-engagement—transforming closed-lost deals into a new, more predictable source of pipeline.

“What that means is that those losses are coming back around, so we have another—and often better—shot at winning that business,” said Ryan Nelsen, CMO at StackAdapt. “And that's exciting because we have a chance to improve our product or our sales motion, whatever it was that contributed to us losing the original opportunity, and go win those deals.”

Turning customer insights into company-wide alignment

Because the feedback is candid and in-depth—and easy to share and act on—StackAdapt’s win-loss program is driving impact across the organization.

“Clozd gives us that unbiased, third-party voice that we need to capture more candid feedback from our clients and prospects,” said Paula Gallani, senior product marketing manager at StackAdapt. “The interviews are incredibly thorough—they're very conversational and allow us to uncover the real reasons we’re winning and losing compared to our internal assumptions. And all the insights live in one easy-to-use platform, so different teams can access that data in one place.”

To ensure that those insights reach the right people, Paula’s team actively distributes the feedback across the business in several ways:

• ​Cross-functional roadshows: Early in the program, they met with product, sales, client services, business intelligence, and other teams to introduce the program, share early insights, and gather input on the questions that mattered most to each group.
• ​Slack channel: Clozd’s Slack integration automatically posts new interview insights to a shared channel, keeping teams informed in real time.
• ​“Win-Loss Wednesdays”: A weekly event where they share interview highlights, sales best practices, and key win-loss drivers—along with raffles, contests, and prizes to keep teams engaged.

“The Slack channel saves our team hours each week,” Paula said. “We have over 160 members in that channel, including the executive team and our CEO—and he's often the first to engage with these posts.”

Building a “need-to-have” win-loss program

StackAdapt’s program, however, isn’t just about the losses. By interviewing deals they’ve won, they’re able to identify the factors that help them win—which helps them double-down on their proven strengths.

They’ve also found that those interviews have led to several strong case studies.

“Those closed-won interviews allow us to turn our top wins into advocates,” Paula said. “So at the end of each interview, our program manager will actually ask that customer if they’re interested in doing a case study with StackAdapt. And if they say yes, then it's a really great way to engage those accounts and source some awesome testimonials—which are often hard to get.”

Some of the most valuable outcomes for StackAdapt’s product marketing team have been the ability to better understand buyer needs and refine their messaging. In fact, they’ve updated several of their core differentiators based on the insights Clozd has delivered.

“Our Clozd program gives us the consistency and the structure that we need to make data-backed decisions,” Paula said. “Those insights inform our go-to market positioning, our sales performance, and our product roadmap.”

Today, the program serves as a trusted source of truth—helping StackAdapt’s teams validate their assumptions, align around buyer needs, and make strategic decisions with confidence.

“Win-loss is very much a need-to-have program across your business,” Ryan said. “Just one opportunity we can win based on the insights Clozd delivers pays for the entire program. So if you're a CMO considering this as a powerful lever for you to drive growth, I definitely encourage it.”

Get to know: StackAdapt

Founded in 2014 and headquartered in Toronto, Canada, StackAdapt provides an AI-powered programmatic advertising platform used by brands and agencies around the world. Its integrated platform enables marketers to plan, execute, and optimize campaigns across multiple channels—including native, display, video, connected TV (CTV), audio, and digital out-of-home—from a single interface. By combining advanced audience targeting with machine learning–driven optimization and real-time insights, StackAdapt helps organizations reach the right audiences, improve campaign performance, and drive measurable growth across their digital advertising programs.