Market Research

Im not sure how i can structure this document, but i have (numbers) on how our product benefited the customer and why they chose us over a competitor and multiple quotes from different customers. What is the best way to tell a story?

We are a B2B company with a horizontal platform considering vertical expansion, and trying to decide which new verticals to enter.

More specifically: who are you speaking with? how often? what are sales teams typically asking for? what types of things can you deliver on/what types of things are not feasible? what steps do you take to keep things productive? what types of situations are not productive?

We have various customer-facing teams that communicate with customers each and every day. Unfortunately, they all have different processes and therefore customer comments and questions are not organized in a centralized location. Some use Salesforce to track items, others just keep communications within their emails, and some do not track these comments and questions at all. Looking to see how you handle this for inspiration and/or ideas.

I feel like my customer feedback is scattered throughout surveys, Google docs, Google sheets, Salesforce, and Slack... It's pretty tough to get an over-arching view of my customer feedback on an on-going basis. Do you use any tools or have advice on how to collect, analyze and share your customer feedback?

Specifically the differences in: objectives, unique challenges, processes and approaches, data and tools, and success metrics. Greatly appreciated your insights!

In the industry I work in (B2B healthtech) almost all contracts go out to public tender, and sales cycles are extremely long. I'd like to be more involved in pricing, but at the moment I don't even have visibility of contracts that are negotiated/pricing, only overall value of deals. The decisions around pricing are all decided during that Bids/Tender application process, through a combination of C-suite /Strategy/Rev Ops. I am responsible for competitive positioning, and our entire GTM approach centres around the 'more for more' position, but I just have nothing to do with actually setting pricing.

I'm new to Product Marketing. In the interviews that I've done, I am being asked to present a marketing portfolio.

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Data candidness and fluency are two I commonly hear, but I'm curious of others.

I am in the process of developing personas, and the data will come from multiple sources such as reviews, interviews, and internal insight. Do you have a tool, template or best practices for organizing all these data points to make sense of it and then turn it into a persona?

I work in a company that measures the impact of all projects, but admittedly this is a difficult area to track. Would love to any suggestions/thoughts.

Our organization is focusing on a new customer segment and channel. My CMO has asked me to create a "positioning document" that we can share with senior leadership that articulates how we're going to market to this segment. Does anyone have a template or (and NDA-compliant) example document I could use as a model? Just trying to understand what type of information to include and how best to organize it. Thanks!

And how to you create ownership of that function when UX research believes they should be the sole owner of all research?