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How do you disseminate customer and market insights across the entire company (ie. scalable process), while ensuring the insights are also highly relevant?

1 Answer
Alissa Lydon
Alissa Lydon
Dovetail Head of Product Marketing β€’ May 10

I think a two-step approach is best here. First, you need to make sure that people know these insights exist. That means meeting them where they are and creating rituals to share and consume insights. It might be during quarterly planning with the product team, or monthly enablements with the GTM teams, for example. At Dovetail, we do this as a company every month. We call it our "Customer Showcase." It is meant to be a rallying point for everyone to dig deep into what our customers think about our product. Whatever works best for your company, the ultimate goal is to start weaving customer and market insights into the DNA of your organization so that everyone becomes obsessed with the customer.

From there, scaling becomes easier. This is when standing up an insights hub is valuable - a single source of truth for understanding your customer and the broader market. If you've successfully achieved step one above, you not only increase the odds that the content you publish will be consumed by relevant teams, but you also lay the groundwork for other teams to contribute to this body of knowledge. Sales should upload all of their calls, product has a place to store usability tests, and so on. But it takes a while to get to this place, so if you're starting from zero you have to make sure you don't skip the above step of creating reliable rituals to build that customer-centricity muscle.

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