How Verity 5x'd Net New Logo Acquisition
How Verity uncovered the real reasons deals were lost, recovered $900K in revived pipeline, and drove 5x net new logo acquisition.
Company
Verity
Role
CRO
Stage
Scaling B2B SaaS
Use Case
Closed-lost pipeline insight
The Situation
Verity had never systematically examined its closed-lost deals.
Like many revenue teams, leadership relied on CRM loss reasons, sales feedback, and internal intuition to explain why prospects didn't move forward. Those explanations felt reasonable, but they weren't verified by buyers themselves.
The missing piece was direct, structured feedback from prospects who chose not to buy.
What Leadership Thought Was Happening
Before working with Decode, the prevailing internal narrative pointed to familiar explanations:
- Pricing pressure
- Budget constraints
- Longer buying cycles
- Timing issues
These signals were already influencing discussions around pricing, ROI methodology, and positioning, without clear confirmation that they reflected how buyers actually evaluated the decision.
Where Decode Came In
Decode spoke directly with Verity's closed-lost buyers as a neutral third party, creating the conditions for honest, candid conversations.
Instead of asking buyers to justify a "no," Decode focused on:
- How value was evaluated internally
- What trade-offs mattered most
- Where confidence broke down during decision-making
- What would have changed the outcome
For the first time, Verity's leadership team and board had a clear voice of the customer from prospects who didn't buy.
What Buyers Revealed
The findings were both validating and surprising.
Some internal assumptions were confirmed. But buyer conversations also surfaced material gaps leadership hadn't been aware of, including:
- Where ROI framing failed to hold up internally
- Where price wasn't the blocker, but justification was
- Where product value was understood differently by buyers than by the team selling it
These insights weren't visible in the CRM and wouldn't have surfaced through sales-led follow-ups.
The Impact
Armed with verified buyer truth, Verity changed course. Not tactically, but strategically.
Insights from Decode directly influenced:
- Pricing strategy
- ROI methodology
- Product roadmap decisions
- Re-engagement strategy for closed-lost deals
Within two quarters, Verity recovered $900K in revived pipeline that would have otherwise remained closed-lost, and drove 5x net new logo acquisition.
"This was the first time we've ever systematically looked at our closed-lost deals, and the insight was invaluable. Our board and leadership team finally got a clear voice of the customer from prospects who didn't buy, something we've never had before.
The work validated our internal assumptions, revealed gaps we weren't aware of, and gave us actionable direction. It's already impacting our pricing strategy, our ROI methodology, and even our product roadmap.
Decode didn't just show us 'what happened.' They helped us understand how our buyers actually evaluate value, which is now shaping how we sell going forward."
— Mike Deleonardis, CRO, Verity
Why This Matters
This wasn't a sales execution problem or a data quality issue.
It was a decision-visibility problem.
Verity didn't lack insight. It lacked direct access to how buyers actually made decisions. Decode closed that gap and turned lost deals into recoverable opportunity.