30
October
2025
•
5 min read
“Diffly has become our strategic partner and is now an integral part of our processes. It’s like having a co-pilot ensuring Lemon Learning stays on the right track, turning every piece of feedback into a tangible growth lever.”
Pierre Leroux
CEO of Lemon Learning
About Lemon Learning
Lemon Learning has established itself as the European leader in digital adoption for enterprise software. Its innovative platform, combining AI, automation, and contextual integration, enables users to quickly and intuitively master the most complex business tools. By reducing support costs by 50%, in-person training time by 75%, and simplifying content creation and updates by 70%, Lemon Learning unlocks the full potential of software for thousands of users.
The company supports organizations of all sizes in their digital transformation, offering not only a high-performance technical solution but also a user-centric approach. With sustained growth and an expanding sales team, Lemon Learning is a key player for businesses looking to maximize the adoption and value of their digital tools.
Addressing the Challenges of Ambitious Growth
Lemon Learning faced a major challenge: deeply understanding the reasons behind won and lost deals. Pierre Leroux, CEO of Lemon Learning, identified three strategic priorities to ensure the company’s sustainability and expansion:
- Significantly improve conversion rates for the sales team in an increasingly competitive market.
- Refine positioning against aggressive competitors by identifying the decisive criteria influencing prospect choices.
- Align the product roadmap with real market expectations to develop high-value features and strengthen customer adoption.
An additional challenge was reactivating lost deals. Pierre Leroux wanted to implement a process to leverage prospect feedback, even after a loss, to re-engage them later with a better-tailored offer. Finally, data-driven decision-making had become essential for Lemon Learning in an ecosystem where every opportunity counts.
“When I decided to partner with Diffly to launch our win-loss analysis program, one thing became clear: we only needed to win one additional deal thanks to their insights to immediately justify the investment. Today, Diffly is more than just a tool—it’s a partner that helps us turn every piece of feedback into a competitive advantage.”
Pierre Leroux
CEO of Lemon Learning
Diffly: The Strategic Lever for In-Depth, Actionable Analysis
To address these challenges, Lemon Learning chose Diffly for its ability to automate and structure feedback collection while ensuring neutrality and analytical depth. With native integration into Pipedrive, Lemon Learning’s CRM, Diffly enabled the systematic gathering of insights at every stage of the sales cycle.
A multi-channel feedback collection strategy was deployed:
- Quantitative surveys sent to prospects: These surveys, systematically sent after each opportunity, provided Lemon Learning with reliable, actionable data on buyer motivations, whether they chose the solution or not.
- Internal surveys for the sales team: For strategic opportunities, sales teams were also consulted to supplement customer feedback with detailed post-mortems, identifying recurring objections and areas for improvement.
- Qualitative interviews conducted by Diffly consultants: For the most critical deals, in-depth and neutral interviews were conducted to uncover the underlying reasons behind purchasing decisions, without bias or filters.
One of Diffly’s major strengths was its ability to centralize and analyze this data in real time on its platform, giving Lemon Learning a clear, segmented view:
- A comprehensive analysis of all opportunities to identify macro trends and cross-cutting improvement levers.
- Targeted insights by competitor, salesperson, time period, or product line to refine strategies and key messages.
Concrete, Measurable Results
The impact of this program quickly materialized across several areas:
- More effective battle cards: Competitive insights collected enabled the creation of precise, tailored sales materials, contributing to a 20% increase in conversion rates for opportunities in direct competition.
- Better understanding of decision criteria: By identifying the arguments that make a difference, Lemon Learning adjusted its sales pitch and approach, resulting in a 15% increase in overall conversion rates.
- Smart reactivation of lost opportunities: Through detailed analysis of loss reasons, Lemon Learning re-engaged prospects with more targeted proposals, leading to a 30% improvement in conversion rates for reactivated deals.
- Product roadmap aligned with market expectations: Qualitative feedback gathered during interviews informed development priorities, enabling Lemon Learning to launch features directly inspired by prospect and customer needs.
- Enhanced customer loyalty: By systematically engaging new customers about their purchasing experience and future expectations, Lemon Learning created a virtuous cycle of satisfaction and engagement, reducing churn risk.
“With Diffly, we’ve not only improved our sales efficiency but also instilled a data-driven culture within our teams. The insights generated are now at the heart of our decision-making, whether in sales, marketing, or product development. It’s a real game-changer for our company.”
Pierre Leroux
CEO of Lemon Learning
Conclusion: A Lasting Partnership for Sustainable Growth
By integrating Diffly into its processes, Lemon Learning transformed its approach to the market. The systematization of win-loss analysis shifted the company from an intuitive approach to a strategy based on concrete data, strengthening its competitiveness and ability to innovate.
Today, Diffly has become an indispensable partner for Lemon Learning, used daily by sales, marketing, and product teams. Executives rely on these analyses to steer the company with agility, ensuring every decision is informed by field feedback. In an environment where differentiation is key, this collaboration has enabled Lemon Learning to consolidate its leadership position and confidently prepare for future expansion.
