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One challenge we have is actually getting dedicated research time scheduled in with our clients - account managers own the relationship and have other priorities when getting clients on a call. How do you overcome this barrier to make sure product marketers are able to ask the questions they need to learn from clients?

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2 Answers
Market Research
  1. Alex Rodrigues
    Alex Rodrigues

    Superhuman Head of Marketing & Growth | Formerly Google, Plaid, early Venmo • 1y

    This is a classic tension — and a totally valid one. Account Managers and CSMs are juggling a lot, and their job is to protect (and grow) the relationship. Ours is to learn from that relationship without disrupting it. Here’s how I’ve approached this challenge: Frame the ask as a win for the customerDon’t just say “we want feedback.” Position it as an exclusive opportunity to shape the future of the product. Customers love being heard — especially if the session is framed as a chance to speak di ...Read More

    547 Views
  2. Brianne Shally
    Brianne Shally

    Rippling Marketing Lead • 2y

    Position it as a VIP sneak preview to talk to clients. Share that you want clients’ input to help inform / influence the roadmap. Create a Beta and / or Customer Advisory Board (CAB): Formally establish a beta or CAB, a group of customers that opt into providing input. Again you can position this as a VIP group that gets early access to new features, sneak preview of the roadmap, etc. Make this group exclusive, where account managers have to apply to get their customers accepted. With these grou ...Read More

    1,237 Views

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