Marketing isn’t broken. Far from it. It’s just often misaligned with sales. Sales teams spend hours every week in discovery calls, demos, negotiations — learning what customers actually care about. They get the raw, unfiltered voice of the buyer. And then? That insight either sits in a notepad, gets lost in a CRM comment, or just disappears into the ether. Often the latter….

Voice of the Customer (VoC) gets thrown around a lot. Usually in slides, strategy docs, or all-hands meetings where someone says, “We...

As we have said in our previous blog, Voice of the Customer (VoC) isn’t useful on its own.  Insight without action is just noise. Most platforms stop at “listening” or focus on getting the sales teams focussed and aligned with these insights. Great for sales, but not so for marketing. Marketing gets transcripts. Maybe some sentiment scores. Maybe a dashboard full of keywords. But then what?

Why guesswork is over, and what data-driven marketing really looks like now. For a long time, B2B marketing was ruled by gut feel.

Why Sales Data Is the Untapped Goldmine in Marketing And why most teams are sitting on it without even realising.

Let’s be honest: the relationship between sales and marketing in most companies is at very best, ok, and at very worst, broken.