Case Study: Bain & Company improves B2B win prediction with NewtonX buyer research

Bain & Company surveys 750 buyers with NewtonX to build a predictive B2B win metric

Bain & Company, a global management consulting firm, sought to understand why B2B vendors lose deals, hypothesizing that many losses occur before formal evaluations begin. To test this, they partnered with vendor NewtonX and used its NewtonX Graph service to conduct research and develop a new predictive metric.

NewtonX implemented a custom survey of 750 verified enterprise software buyers who had recently made a purchase. This research provided the data behind Bain's new Likelihood to Buy metric, which accurately predicts win rates by measuring whether a vendor is initially considered and how it builds confidence with the full buying committee. The solution delivered a diagnostic tool that helps sales, marketing, and product teams identify and address the root causes of lost deals, moving growth strategy from guesswork to precision.

Bain & Company