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Case Study
65%
Increased Win-Rate Percentage on Notable Competitors when using Klue + Win-Loss
10K
Deals influenced by 50+ interviews in 12 months
30%
Decrease in average deal duration
SurveyMonkey, the world’s most popular platform for surveys and forms, noticed that the market was changing rapidly and becoming increasingly saturated with new survey platforms and online form builders.
Despite offering many clear advantages over the competition, SurveyMonkey recognized the need to invest in competitive intelligence. In July 2022, SurveyMonkey hired its first competitive intelligence leader, Claire, to build a formal compete program from the ground up. Her first priority was to understand why SurveyMonkey was winning and losing against key competitors – but there were several intel gaps she needed to address first.
Previous attempts to gather competitive intel and win-loss insights were scattered across different teams and often completed on an ad-hoc basis. Without a clear picture of which strengths to lean into and weaknesses to address, SurveyMonkey was at a disadvantage in making informed decisions around improving its product and going-to-market.
To address the existing gaps, SurveyMonkey initially partnered with a different win-loss vendor but the results fell short. The interviews felt rigid and only scratched the surface about why deals were won or lost, and the reports felt more like summaries rather than the actionable win-loss insights Claire and her team were hoping for.
At first, we turned to a different win-loss vendor, but their interview process didn’t meet our expectations. The interviews didn’t deliver on our program goals. It felt more like light data collection, rather than deep research.
Claire Brunvand
Competitive Intelligence Lead
After a year, Claire came to the conclusion to consider switching win-loss providers. She already had a strong partnership with Klue through her competitive intelligence program, and after a thorough evaluation of both vendors, Claire decided to also partner with Klue on win-loss to strengthen SurveyMonkey’s recently established CI program.
Claire chose to partner with Klue for its rigorous research methodology, dedicated interviewer with decades of experience, and thorough customer onboarding approach, all of which led to more focused and practical insights that were closely aligned with SurveyMonkey’s business objectives.
Klue’s onboarding process started with a deep dive into SurveyMonkey’s business, product, and stakeholder goals. By thoroughly understanding SurveyMonkey’s priorities, Klue could focus on the most important areas in interviews, ask more thoughtful and targeted questions, and follow-up with more effective probing questions.
The difference between Klue and our previous vendor was noticeable right away. For example, our previous vendor would indicate ‘integrations’ as a primary loss reason without further investigation by the interviewer. Our research director at Klue not only identifies specific integrations, but also why it matters to the customer and the business value it delivers to them. This level of depth gives us real insight into what we can act on and prioritize.
Claire Brunvand
Competitive Intelligence Lead
Here’s what Klue brought to the table:
1️⃣ A More Rigorous Research Approach:
Klue took the time to understand SurveyMonkey’s unique business challenges, their product, and the goals of key stakeholders. This groundwork led to sharper interview questions and much more meaningful insights.
2️⃣ Experienced, Dedicated Interviewers:
Klue provided skilled, dedicated researchers who brought a level of depth SurveyMonkey hadn’t experienced before—replacing the more junior, surface-level approach of their previous vendor.
3️⃣ Consolidated CI & Win-Loss Vendor:
With Klue, SurveyMonkey was able to centralize competitive intelligence and win-loss data in one platform – with one partner – making it easier for SurveyMonkey’s teams to access, adopt, and act on competitive and win-loss insights.
And on top of the better insights, having all of our win-loss and competitive intel in one place was a game-changer. Nobody wants to go to two different platforms for intel. Now competitive enablement and win-loss insights are centralized and easy to find when our teams need it.”
Claire Brunvand
Competitive Intelligence Lead
Partnering with Klue completely changed how SurveyMonkey’s win-loss program was viewed across the company.
Even without changing distribution channels for sharing win-loss insights internally, demand for Klue’s 50+ interview insights skyrocketed. Product teams, Go-to-Market teams, and executives across the business couldn’t get enough of the executive summary and individual interview reports.
Within just an hour of publishing the first executive summary report, most of our C-suite executives reviewed and reached out with questions. The engagement with our win-loss program has never been so high.
Claire Brunvand
Competitive Intelligence Lead
Klue’s insights didn’t just inform decisions—they drove tangible results. For example, SurveyMonkey was able to identify, validate, and prioritize several feature enhancements based on win-loss feedback.
If SurveyMonkey had continued to rely on surface-level insights, it would have risked prioritizing features that might not have addressed critical competitive gaps—potentially leading to missed opportunities, inefficient use of resources, and ultimately, more lost deals.
The interview reports don’t just identify what customers want—they also explain why those features matter and the value-add they would deliver. This level of clarity has been a game-changer for supporting our revenue and product teams.
Claire Brunvand
Competitive Intelligence Lead
By raising the visibility and quality of insights, Klue has helped SurveyMonkey strengthen both its win-loss program, and CI as a whole. While enabling teams across the business to make even smarter strategic decisions, Claire is able to ensure SurveyMonkey stays ahead of the competition.
Customer Overview
SurveyMonkey is the world’s most popular platform for surveys and forms, built for business—loved by users.
They combine powerful capabilities with intuitive design, effectively serving every use case, from customer experience to employee engagement, market research to payment and registration forms. With built-in research expertise and AI-assisted technology, it’s like having a team of expert researchers right at your fingertips.
Industry: Marketing Software
Company Size: 1000+ employees
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