How are you approaching the evolution of marketing’s role when it comes to owning or shaping customer insight strategy on your team?

We’re approaching it by making marketing a true partner in customer understanding. Instead of relying on one-off insights, we’re building continuous feedback loops through data, conversations, and experimentation. The goal is simple: make marketing the engine that translates real customer needs into smarter strategy, better product decisions, and more impactful campaigns.

We’re approaching it by making marketing much closer to the customer. Instead of relying only on quarterly reports, we’re integrating real-time feedback, behavior data, and conversations from multiple channels. It helps the team move from just ‘supporting’ insights to actually shaping them and guiding product and sales decisions.

Marketing’s role in shaping customer insight is evolving fast. For me, it’s all about tighter alignment with real customer behavior, letting data, feedback loops, and direct conversations guide the strategy instead of assumptions.

Since most potential buyers aren't actively looking, we focus on efficient resource allocation. Quantitatively, we refine account scoring to predict who’s in-market, improving accuracy. Qualitatively, we use synthetic users to validate messaging and understand pain points across personas, allowing us to scale insights even with fewer direct customer contacts.

The marketing team must be both integrator and curator of customer insight, with an ear to the ground on customer views. We bridge product, sales and research, translating insights into actionable stories. This dynamic, ongoing search for insight guides our communication strategies and attracts diverse talent to marketing roles.