Episode 22: Communicating and Scaling the Voice of the Customer

Some Goodness

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19d ago 23:06

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In this episode, seasoned business leader Stacy Leidinger joins Richard Ellis to discuss the critical importance of understanding and operationalizing the voice of the customer in B2B environments. Highlighting that only 14% of companies have a comprehensive view of their customer despite the significantly higher profitability for those that do, Stacy provides practical guidance on capturing customer insights and integrating them into sales and marketing strategies. Various techniques for maintaining engagement, aligning sales and marketing teams, and leveraging technology for buyer intent signals are also discussed, emphasizing a customer-centric approach across all business operations.

Chapters

00:00 Introduction and Importance of Customer Insights

00:39 Meet Stacy Leidinger: B2B Software Leader

01:08 Challenges in Capturing the Voice of the Customer

04:03 Strategies for Effective Customer Advocacy

06:05 Aligning Sales and Marketing for Success

08:03 The Role of Marketing in Sales Enablement

14:11 Engaging Customers with Insights and Technology

20:07 Practical Tips for Leaders

21:08 Conclusion and Personal Goodness

Keywords

Voice of customer, B2B marketing, customer insights, sales alignment, marketing alignment, revenue growth, outcomes, value, customer pain points, customer advocacy, events, sales enablement, product marketing, QBR, shared metrics, go-to-market kickoffs, buyer intent signals, personalization, customer engagement, leadership practices

Soundbites

"It's all about the value and the outcomes."
"When organizations don't stay close to the customer, they assume they know who it is. That's one of those fundamental challenges that I often see organizations fall victim to."
"There is one number that the board stakeholders and everyone cares about, and that's the revenue you're producing."
"The best organizations I've worked with haven't had sales kickoffs. They've had go to market kickoffs."
"Out of all the customers that bought and were new that we acquired this quarter, how many showed buying signals six months ago? And it was 80%."
"When you're in any meeting, you're discussing anything about the company. If you haven't heard someone say the word customer. Ask why."
"I can't think of anything that really shouldn't center around the customer that you're doing."
"Customer pains are always shifting. Business dynamics are always changing."
"If sales isn't successful, we're not successful."

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