Bhairav Mehta

CEO, Founder

Strategy in a Downturn

May 25, 2022

Market Fit is a Moving Target

Message-market fit and product-market fit are always moving targets. But, if you’re reading this today, they might seem like they are moving faster than ever. Budgets are tightening, and last quarter’s “sure deals” and “ICP” are this quarter’s “not the right time” and “I’m not sure I need this”. Buyers - rightfully so - need to make sure that your software, platform, or service, is going to help their company make it out stronger in these tough times. As a result, your reps are going to be (if not already) seeing new questions, new objections, and new requests, all at a much faster velocity than ever before. The voice of the customer is always changing its tune, but in a downturn, it just happens a bit faster.

Any strategist (executives, or anyone on a product, marketing, or PMM team) knows how tracking voice of the customer normally goes. It’s usually something like this 👇

Or maybe,

And it’s no one’s fault that VOC is shared like this, either.

Everyone is busy, and in a downturn, go-to-market teams are put under enormous pressure to close. They're on the phones a lot more often, and the good thing here is that lots of calls can lead to lots of signal. But, the downside of lots of signal can often mean lots of noise. Pain points, objections, reactions your reps are seeing can all fly under the radar because of how subtle they might be, or how varied they might seem. Worse, for teams with more than one rep, information can be spread out amongst them: if each of your thirty reps sees a particular objection once, each individual may not find it to be a big deal, while from the view point of the organization, this might be a red-alert event.

Company strategists are tasked with the difficult job of synthesis: taking these disparate data points, understanding trends, and then, building something - collateral, messaging, product - that addresses the underlying customer need.

And it works! Marketing and sales are still hitting goals, and product development is still moving at a blistering pace. But, unfortunately, tracking voice of customer today is still far too error prone.

To see why, let's look at an example.

Take a small B2B sales and success organization of 10 reps: BDRs, AEs, and CSMs. If you imagine those ten reps are doing even ten calls a week each, with an average call length of 30 minutes, that’s around 3,000 minutes of conversation a week. Given that an average person speaks around 100 words a minute, that’s 300,000 words per week for strategists to scan, understand, and synthesize.

Of course, even though those 300,000 words may hold the key to a new revenue-generating product or a stop-gap to customer churn, not every part of a conversation is important. But, when you watch that Gong snippet or that Zoom recording, you don’t know what is and isn’t beforehand. And, for every call you do watch, you’re probably unable to watch another 10, 100, or even 1000 calls from that same week.

Whether it's discussions that could spark that next big idea, or insights into what customer's pain points currently are, that data's probably hidden inside your sales and success calls. But without you scanning each one, it'd be impossible to hear it all. You’re probably missing a lot of key insights - as a strategist yourself, we probably don’t have to convince you of that fact.


Introducing Automated VOC

Buzzle’s new Automated Voice of Customer technology, developed alongside our brilliant friends at the world’s leading deep learning institute, Mila, allows you to get a peek into the true voice of customer. Buzzle can now automatically help you understand new trends, pain points, and objections coming up in your calls, even if you’re not explicitly tracking or aware of them beforehand.

Buzzle uses the latest in deep learning to scan and thematically group conversational points you haven’t seen before, giving you an automated buddy to aid your voice of customer, win / loss, or product development process. You can quickly decide - all via Slack - whether the trend found by Buzzle is worth exploring deeper, and get instant context into what types of prospects or deal stages the new trigger was found in.

By analyzing all your calls at once, Buzzle’s technology understands trends, even if they are phrased differently across each call. So, if all of your different prospects and customers are talking about the same pain point, objection, or question, but all phrase them in different ways, Buzzle will be able to group and synthesize those learnings directly for you to review. Buzzle’s contextual understanding system can make sure you’re seeing the most accurate view of what’s really going on, no matter whether or not you have time to sit down and watch those thousands of calls your company will be generating over the coming weeks.

Wanna see it in action on your own data? Why wait? Start your free trial today.

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