Know why you’re losing deals
from the buyers who said no.
Your CRM says you lost 15 deals last quarter. Your reps have theories. But do you know what buyers actually said after the call ended? Tangible interviews 50 of your won and lost prospects and delivers the real reasons.
Your report includes: top 5 win/loss drivers ranked by frequency, buyer quotes by deal outcome, competitive perception analysis, and recommended changes to pitch/pricing/process
Your CRM tells you what happened. We tell you why.
Reps report filtered, self-serving summaries. ‘They went with a competitor’ isn’t a reason — it’s an excuse. The real decision drivers — pricing perception, trust gaps, feature misunderstanding, buying process friction — only come out when someone else asks.
Your challenges. Our answers.
You’re losing deals but don’t know why. CRM data tells you what happened, not why buyers chose someone else.
We run structured win/loss interviews with your actual prospects and deliver a report with the real reasons — not what they told your rep.
Your competitive battle cards are based on feature lists, not what buyers actually say about the competition.
We interview buyers who evaluated your competitors. You get positioning insights in their own words — the objections, the comparisons, the decision drivers.
Enterprise deals stall and you can’t figure out where the friction is in the buying process.
We map the buyer journey from first touch to decision. You see exactly where deals accelerate or die — and what to fix.
You need buyer intelligence to fix your sales process, but research teams are focused on product, not revenue.
Brief us directly. We run the study, analyze the patterns, and deliver a report your team can act on this quarter.
How it works
Talk to our AI
5-min voice call. You get a v1 study to approve within 24 hours.
We find your people
We recruit the right participants for your study.
We talk to them
30-200 deep conversations with follow-ups.
You get the answers
Themes, quotes, breakdowns, and a clear action plan.
If this fixes 2 deals/quarter at $50K ACV, it pays for itself in a week.
How Tangible compares
| Today | Tangible | |
|---|---|---|
| Source | CRM data / rep feedback | Direct buyer interviews |
| Candor | Filtered through reps | Anonymous, 83% more honest |
| Depth | Dropdown reasons | 50 structured conversations |
| Timeline | Ongoing (never synthesized) | 5 days to actionable report |
| Output | CRM fields | Top 5 loss reasons + action plan |
Studies we run for you
Win/Loss Analysis
Structured interviews with won and lost prospects to understand the real decision drivers.
Competitive Perception
Learn how buyers perceive your competitors — strengths, weaknesses, and where you can win.
Buyer Journey Mapping
Understand every step from awareness to decision, in the buyer’s own words.
Pricing Perception
Find out how buyers react to your pricing, what they compare it to, and what they’d pay.
Objection Discovery
Surface the real objections buyers have — the ones they don’t say on the demo call.
ICP Validation
Interview your best customers to sharpen your ideal customer profile and qualification criteria.
“We surfaced customer struggles in minutes. It drastically changed how we prioritize and make decisions across the team.”
Common questions
Yes. You share a list of won and lost deals. We reach out to those specific buyers, conduct structured interviews, and deliver the findings. Anonymous to encourage candor.
Gong captures what happens on the call. We capture what buyers think after — when they're honest. Clozd does annual programs; we deliver in 5 days. Different signal, different speed.
We typically achieve 30-40% response rates. For a 50-interview study, we reach out to 125-150 contacts. We handle all recruitment and follow-up.
Yes — we interview buyers who evaluated your competitors. You get the decision narrative: what mattered, what didn't, and what would have changed their mind.
Ready to find out why you’re losing?
50 buyer interviews. 5 days. The truth your CRM can’t tell you.