About Us

Growth Velocity’s mission is to help B2B software companies win more—by quickly adapting to the behavior, perceptions, and experience of their buyers.

We’re a team of qualitative and quantitative research experts that specializes in Win/Loss Analysis.

Growth Velocity was founded by Willem Maas, who has led product marketing and product management at both startups and major technology companies. Willem is also a three-time startup founder and CEO (one acquisition).

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.

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


We are joined by a virtual team of experts in qualitative and quantitative market research, and B2B technology sales and marketing.