Marketing and sales teams hide behind surveys and data tools instead of talking directly to customers. The speaker argues this creates distance from real needs. He recommends simple customer interviews to hear what actually matters.
That's so interesting. And like we see all the time that, you know, companies will, you know, use a technology tool like a survey because they, you know, have been convinced that leveraging technology to get more data is the right solution. But so often they make that mistake of, you know, whether you call it navel-gazing or just, you know, sort of thinking about the world through your perspective and thinking about the world through your customer's perspective. And like the marketing and sales sits at this really powerful intersection of, you know, the marketplace and then the company. And they can be the voice of the customer if they get that voice. Yeah. Too often they're sort of creating this unnecessary distance between them and the customer by leveraging technology too much. And one of the simple ways that we recommend folks, you know, to capture this is to just do interviews with customers.
How Can You Maximize Your Business Value Before Selling? with Randy Katz Video
