About Us

Growth Velocity was founded by Willem Maas, who has made B2B technology his career focus for over 20 years.

Willem has led product marketing and product management for both private (HangIt, Vigilent, USGBC) and public (FICO, Pega, Adobe) technology companies. Willem was also the Founder and CEO of GreenHomeGuide.com, acquired by U.S. Green Building Council.

Willem’s advice on Win/Loss Analysis has been published by B2B sales and marketing leaders such as Pragmatic Institute, Sales Hacker, and the PMA.

Joining Willem is a virtual team of experts in qualitative research, questionnaire design and programming, quantitative analysis, transcription, and participant recruiting.

We’re Different In Five Important Ways

1. Senior Consultant Model

Growth Velocity’s win/loss programs are delivered by the same skilled, experienced practitioners you meet during the buying process. You won’t be handed off to a less senior team that hasn’t earned your confidence.

2. Fast, Scalable Buyer Outreach

Across all clients in 2021, eighty-two percent of buyers in won deals agreed to a Growth Velocity interview or survey. And in lost deals, 59.5% of buyers participated. For you, this means we’ll reach out to just 29 buyers to get 20 interviews. We’ve achieved this market leading participation rate by combining professional copywriting, automation, and polite follow-up.

3. More “Aha!” Moments

We know technology buying better because we work exclusively on complex sales in B2B software. To get a clear understanding of each buyer's decision making, we go much further than just asking a question and getting an answer. We improvise new questions in the moment to help buyers explain something they may have never explained before. We follow-up. We probe. We dig deep. You’ll get more takeaways from our interviews.

4. Self Serve Plus

You’ll have direct access to interview data and tools with our win/loss portal. Use this SaaS to review the feedback from a single opportunity, or search for a specific topic. Add tags to track decision criteria, competitive intel, and feature feedback. Build your own charts and reports. And when you don’t have the time, or want a fresh perspective, we can do it for you. We’ll analyze the data, and present our findings and recommendations to your stakeholders.

5. Tech-enabled

We automate and enable our win/loss programs with best-of-breed off the shelf software. Slack and Teams for communication. Condens and Dovetail for interview analysis and reporting. Qualtrics and SPSS for programming and analyzing win/loss surveys. You won’t get locked in. And you’ll be confident of reliability, flexibility, and security.


I was impressed by the quality and depth of the buyer interviews. Willem is politely persistent and gets real nuggets from people that it’d be hard for us to get on our own.

Dave Martin | VP, Worldwide Sales & Alliances