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Surachita Bose

AMA: Twilio Head of Industry Product Marketing: Enterprise & Public Sector, Surachita Bose on Competitive Market Research

September 21 @ 10:00AM PST
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Twilio Head of Industry Product Marketing: Enterprise & Public Sector, Surachita Bose on Competitive Market Research
Top Questions
We don't have a Voice of Customer program. 1. How do you get buy-in and 2. What does an MVP of a VOC program look like?
Surachita Bose
Surachita Bose
Iterable Senior Director of Product Marketing • September 22
Love this question and I’m often surprised by how underutilized customer research is within companies. The issue is that research takes time which explains why a lot of companies shy away from it. But the right intel can accelerate your business multiple orders of magnitude by informing - priorit......Read More
2141 Views
2 requests
What are some helpful advice, insights, and tips you can share for effective communication to multiple stakeholders (in different departments) on findings after market research is done?
Surachita Bose
Surachita Bose
Iterable Senior Director of Product Marketing • September 22
Ah the cross-functional socialization challenge! I've answered this in another section but adding my two cents here again just given how critical this is for value casting. * Socialize: Schedule time (e.g. quarterly cadence) for “Lunch and learn” sessions that anyone across the org can join ......Read More
1246 Views
2 requests
How do you make decisions about when to do research in-house with your staff vs bringing in a consultant?
Surachita Bose
Surachita Bose
Iterable Senior Director of Product Marketing • September 22
My bias is towards conducting in-house research first to establish the foundations and get crisp on the business subjective, research questions, target personas … what we need to learn, who are we targeting, and why. I’ve found that you can get a reasonable distance with a structured approach to ......Read More
1160 Views
2 requests
What are your favorite platforms/vendors for facilitating customer research?
Quickly, accurately, reliably (particularly for smaller organizations and PMM teams)
Surachita Bose
Surachita Bose
Iterable Senior Director of Product Marketing • September 22
There are a gazillion tools (free ones if you’re budget-constrained) out there. The choice of tool is a function of what you’re looking to accomplish. But nothing beats sitting with the customer and listening to them. Some of the tools and platforms I keep going back to: * User Testing, Loop 11......Read More
2427 Views
2 requests