How would you help your product or solutions marketing team overcome lack of data access and finding ways to collect that data for validation?

I usually approach this with an expectation that the data exists somewhere in the org; we just need to create unity with the teams who steward them. I do this by showing teams like PM or Sales how we use data as inputs to our framework. I’ve never had someone tell me “no” once I expose how the data is used. 

If that doesn’t work, here are some creative ways to think about accessing data: 

• Leverage customer-facing teams: Work with sales, CS, and SEs to collect qualitative feedback on solution usage and challenges.

• Use meeting recording software: Salespeople usually record their calls with customers. A good example of this is Gong. 

• Use win/loss analysis: Even if you don’t have direct access to CRM data, win/loss interviews can provide insights.

• Third-party research: Use analyst reports, industry benchmarks, and market surveys.

• Create the data yourself: Pursue an initiative to conduct whatever surveys/interviews are needed to get the information. 

• Pilot and test: A/B test messaging with specific customer segments to see what resonates.

Even if accessing quantitative data is a challenge, you can almost always find a way to get great qualitative data by setting up interviews with customers or prospects. You can do these over video chat.

Here's a process you can follow:

• Write a research brief that includes goals, target audience you want to interview, whether you will pay the subjects, how you'll recruit them, and the timeline for your research.

• Create a discussion guide for the interviews. This is like a script our outline you'll follow in the interviews, and includes the questions you'll ask, any visuals you might want to show, or instructions for the subject to walk through a prototype and give feedback. It's important that each interview is conducted in the same way with the same words to get clear findings, so follow your script!

• Recruit your participants. If you're looking to talk to a segment of your existing customers, get an email list and send out invitations, ideally including calendly link or similar appointment scheduling tool. If you're looking for prospects you may need to get creative and find people in your network, or even through social media.

• Conduct the interviews. Record them if possible, because sharing excerpts from those videos to support key findings can be very powerful. Be sure to ask permission from the subject to record!

• Reflect on what you heard, review the videos, and summarize your findings. Share with your team.