May 20 @ 9:00AM PT
Senior Director of Product Marketing · Salesforce
Hi all, I'm Chandra Patel, Senior Director of Product Marketing @ Salesforce
At startups I’ve worked for, leaders have resisted investing in research to validate pre-existing opinions or hunches on strategic direction, because they’ve felt there isn’t time to gather data or that we’ll just land in the same place
Salesforce Senior Director of Product Marketing • 1mo
This is an important issue. Why leadership resists the request to do research is often twofold. One, they think it's going to slow them down too much, and two, they think it's going to cost a lot of money. So, there are two ways of working through that. First is to ensure speed. Build a plan, look at existing information, and consider how can you move quickly. Can you use AI to narrow your hypotheses? Can you quickly conduct a closed network search? Can you run an analysis on sales calls or reac ...Read More
Salesforce Senior Director of Product Marketing • 1mo
This is a great question and an opportunity to debunk the idea that market research has to be expensive or a dedicated function. You don't need to outsource your market research, and there's a lot that you can do just by being scrappy. First of all, you should be thinking about how you can use AI to get a jump start on the topics, personas, markets you need to better understand. Once you've done that, you should think about leveraging the resources you do have available. Most importantly, your s ...Read More
I'm exploring FathomAI for summarizing sales calls (they have some cool templates!), but I'm wondering how to efficiently analyze those summaries for trends and insights. Ideally, I'd like to use AI to review the summaries weekly and highlight key takeaways. Are you using this approach or a similar one? I'm open to other processes for collecting insights from sales calls and would love to hear what's working for you.
Salesforce Senior Director of Product Marketing • 1mo
I love that you are thinking about this! Using AI to analyze sales calls is a fantastic opportunity and it's an untapped wealth of information. A couple of things. I don't start with specific prompts to the AI notetaker. I want the AI notetaker to take everything in, so I have the full, unfiltered data. I consider it the raw material, and remember that AI can go through everything fast so you don't need to filter it to start. From there, I use prompts to identify trends of interest such as key m ...Read More
Salesforce Senior Director of Product Marketing • 1mo
I have seen companies with a dedicated market research function outside of product marketing. This has most often been at the largest enterprise companies.
In those situations, those teams most often lived under brand or corporate marketing. Sometimes they were part of a corporate strategy group. In that way, they were accessible across multiple business units, teams, and geographies in the entire company.
Salesforce Senior Director of Product Marketing • 1mo
I'd begin by thinking about your target audience and their goals and needs. With that in mind, break down your findings into the top outcomes or statistics relevant to your audience. Then I'd further break that down into, if you only had five minutes, what would you tell them? If you had 15 minutes, what would you want them to know? If you had 45 minutes, what would you want them to know? Categorize your overview so that the most tangible and meaningful elements are surfaced first.
Salesforce Senior Director of Product Marketing • 1mo
I love this question because you're thinking about how to ensure research just doesn't "sit on the shelf" and instead becomes a living artifact. A great way to activate research is to think about the audiences within your organization who would benefit most from this. Think about those, think about the ways you can connect with them, how they consume information, and why that information is important for them to understand. On how to connect, it's a luxury to conduct individual meetings with eac ...Read More
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