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About
The premise is that a company's own account team is the worst-placed party to ask a lost buyer why they went elsewhere. IcebergIQ does the asking: win-loss analysis, churn analysis, customer health checks, renewal-intent studies and due-diligence research for acquirers, all built on interviews rather than surveys. It describes itself as working "with B2B SaaS companies who want to grow their businesses by learning from their buyers and customers," and packages the method as "Buyer-as-Hero®" — a customer-centric approach to understanding why buyers choose, stay, or leave. The firm has three co-founders: Natasha Narayan, Julie Payne and Kristine Culp. It is the successor to Eigenworks, which ran the same kind of buyer research from 2008 to 2019. Narayan's own route in was unusual — ten years at Xerox in Australia, then a decade out of technology practising as a homeopath, then back. She spoke at TechTO's SalesTO event in March 2018, then working at Gainsight, on customer success.
Backers
No outside funding is on the public record; IcebergIQ is a research services firm rather than a funded software company.
Quick answers
What does IcebergIQ do?
It interviews a software company's buyers, customers and ex-customers on that company's behalf, and reports back why deals were won, lost, renewed or churned. It also does customer research for acquirers.
Who founded IcebergIQ?
Natasha Narayan, Julie Payne and Kristine Culp. The firm succeeds Eigenworks, which did the same kind of buyer research from 2008 to 2019.
How is this different from a survey?
The work is interview-based and done by a third party, on the argument that buyers will tell an outsider things they will not tell the salesperson who just lost the deal.