Nudge vs Clozd

The interview explained the loss, 77 days after we flagged it.

Eighty days on Brightwater Health, €150,000, and the five weeks after. Clozd talks to buyers once they have decided, and a good interview hears things no record holds. Step through the deal and see when each side knew.

What Clozd says

We talk directly to your customers, so you hear what they'd never tell your team source

Where it is right

Where Clozd is strong: an interview hears what no record holds, such as how the price compared with the incumbent's renewal. That is worth having, and Nudge does not replace it.

Step through it Book the 30-minute review

We have not run Clozd on this deal. The left side is our model of the approach it describes, in the words quoted here; its real output will differ. Brightwater Health is a composite. The account is invented, the sequence is not. No customer data is on this page.

The deal

Eighty days, and the five weeks after, 11 events, two readings.

11 events, in order. At each one, both sides say what they make of the deal and what they would do about it. Step forward and watch where the two readings part.

Buyer interview after the decision Our model of the approach Clozd describes. Its number is how fully it explains the deal. It has nothing to read until the buyer has decided.

Nudge Tests whether the commitment is backed. Its number is buyer state: how much the buyer has actually taken on.

event 1 of 11

Buyer interview after the decision explained —

Do this

Nudge buyer state —

Do this

What Nudge tested here

D minus 80

Discovery call, 50 minutes

Buyer interview after the decision · Nothing to read yet

No reading. Interviews start once the buyer has decided.

Nothing to say yet.

Do this: Nothing yet.

Nudge · buyer state 45

They agreed to a workshop with the ops team on the 12th.

A dated step, and both sides own it. A normal start.

they own the next step: yes
it has a date: yes
their last promises landed: not applicable
it opened a door: no
they can deliver it: yes

Do this: Ask Priya to bring whoever signs, or to name them.

D minus 72

Workshop with six people from ops

Buyer interview after the decision · Nothing to read yet

No reading during the deal.

Nothing to say yet.

Do this: Nothing yet.

Nudge · buyer state 62

Priya will send three months of usage data by the 20th.

She owns it and she put the date on it herself. The best kind of promise.

they own the next step: yes
it has a date: yes
their last promises landed: not applicable
it opened a door: yes
they can deliver it: yes

Do this: Put the 20th in the recap, and ask who reviews the business case once the data is in.

D minus 65

The usage data arrives a day early

Buyer interview after the decision · Nothing to read yet

No reading during the deal.

Nothing to say yet.

Do this: Nothing yet.

Nudge · buyer state 72

Kept, a day early.

Her first promise landed. Her word now carries weight on this deal.

they own the next step: yes
it has a date: yes
their last promises landed: yes
it opened a door: yes
they can deliver it: yes

Do this: Build the business case on her numbers, and ask for the review date with the CFO.

D minus 55

Proposal sent, €150,000

Buyer interview after the decision · Nothing to read yet

No reading during the deal.

Nothing to say yet.

Do this: Nothing yet.

Nudge · buyer state 70

Ours. We sent a document.

Our own effort. It moves nothing by itself.

they own the next step: no
it has a date: no
their last promises landed: yes
it opened a door: no
they can deliver it: not applicable

Do this: Offer to walk Mark, the CFO, through it before he reads it alone.

D minus 49

Priya: “procurement will be in touch”

Buyer interview after the decision · Nothing to read yet

No reading during the deal.

Nothing to say yet.

Do this: Nothing yet.

Nudge · buyer state 60

Procurement will contact us. No date, no name.

The first promise on this deal with no owner and no day. Not a failure yet.

they own the next step: no
it has a date: no
their last promises landed: yes
it opened a door: no
they can deliver it: no

Do this: Ask Priya who in procurement, and by when.

D minus 42

The CFO declines the pricing review

Buyer interview after the decision · Nothing to read yet

The CFO's decline is not something an interview can see yet.

Nothing to say yet.

Do this: Nothing yet.

Nudge · buyer state 30

None. Mark declined and offered no other slot.

The only person who signs closed the door, and nobody on their side owes us anything dated. This is the week they checked out.

they own the next step: no
it has a date: no
their last promises landed: yes
it opened a door: no
they can deliver it: no

Do this: Ask Priya plainly whether the budget is still there, and offer Mark fifteen minutes on his own terms.

D minus 35

A comparison grid arrives from procurement

Buyer interview after the decision · Nothing to read yet

No reading during the deal.

Nothing to say yet.

Do this: Nothing yet.

Nudge · buyer state 22

They want our answers in their grid. Nothing offered back.

A grid on day 35, with the signer absent, is a reference quote being collected.

they own the next step: no
it has a date: no
their last promises landed: no
it opened a door: no
they can deliver it: no

Do this: Answer it in exchange for a meeting with Mark, or treat the deal as lost.

D minus 21

Priya's deputy: “on hold for now”

Buyer interview after the decision · Nothing to read yet

No reading during the deal.

Nothing to say yet.

Do this: Nothing yet.

Nudge · buyer state 15

None.

On hold, with no date to come off hold.

they own the next step: no
it has a date: no
their last promises landed: no
it opened a door: no
they can deliver it: no

Do this: Take it out of the quarter. Ask what would take it off hold, and when.

D minus 7

Rep call: “they're still evaluating”

Buyer interview after the decision · Nothing to read yet

No reading during the deal.

Nothing to say yet.

Do this: Nothing yet.

Nudge · buyer state 10

None.

Evaluating what, against whom, by when: none of it is on the record.

they own the next step: no
it has a date: no
their last promises landed: no
it opened a door: no
they can deliver it: no

Do this: Say it in the forecast: not this quarter.

D plus 14

Closed lost, reason logged as “Budget”

Buyer interview after the decision · Nothing to read yet

The deal closes lost and enters the interview queue.

An interview is requested.

Do this: Invite Priya to a 30-minute interview.

Nudge · buyer state 5

Nothing left to test.

Budget was the word. The record says the CFO closed the door on day 42, and procurement started comparing on day 35.

they own the next step: no
it has a date: no
their last promises landed: no
it opened a door: no
they can deliver it: no

Do this: Log day 42 as the turn, and look for the same week in the deals still open.

D plus 35

Win-loss interview with Priya

Buyer interview after the decision · explained 85

Priya, thirty minutes: the CFO wanted a return inside the fiscal year, and the incumbent's renewal came in cheaper.

Lost on the CFO's business case, and on price against the renewal.

Do this: Brief sales and product marketing on the CFO case and the renewal price.

Nudge · buyer state 5

Nothing left to test.

Her answer fits the record: the CFO never saw a case strong enough to make room for it.

they own the next step: no
it has a date: no
their last promises landed: no
it opened a door: no
they can deliver it: no

Do this: Use her answer to sharpen the CFO case in the deals still open.

The difference

What each side is reading.

The difference is when. An interview explains a decision after it is made. Nudge dated the week the buyer checked out while there were still 42 days to act.

The five tests

Five questions, asked of every event.

One test, run on the only thing that predicts anything: what the buyer agreed to do next.

Test 01

They own the next step

The next thing that has to happen is theirs, not ours.

Test 02

It has a date

There is a day on which it is late. Without one, nobody notices it did not happen.

Test 03

Their last promises landed

This person’s last promises actually arrived.

Test 04

It opened a door

It gets us to someone we could not reach before.

Test 05

They can deliver it

The person promising it has the standing to do it.

Compare

Nudge next to the tools you already have.

Each page puts one approach next to Nudge on the same deal or the same pipeline. Where the other approach is right, the page says so.

All ten on one dealEvery tool, and all of them stacked, on the same 97 days.

The deal that stayed green

Gong HubSpot deal scores Salesforce Einstein Spotlight.ai

Decided off the call

Modjo

Explained after it was lost

Clozd Klue an LLM on your CRM

The pipeline before the board

Clari the spreadsheet

The original comparison: a CRM with a model on top, on one deal.

Your pipeline

Somewhere in your book is a deal like this one.

In thirty minutes on your own deals, before the board, we show you the week each slipped deal's buyer checked out, and which open deals will really close.

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