The Exit Five CMO Podcast (Hosted by Dave Gerhardt)

6 Steps to Building a Customer Insights Program with Shoshana Kordova

8 snips
May 29, 2025
Shoshana Kordova, a 3x founding product marketer and former journalist, shares her expertise on building effective customer insights programs for B2B tech startups. She emphasizes that customer insights go beyond mere conversations and demonstrates how to make interviews a repeatable process for crafting powerful messaging. Discussion includes collaborating effectively across teams, the common pitfalls marketers face in gathering insights, and techniques to ensure valuable feedback influences product strategy. Practical strategies are laid out for marketers to succeed.
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ADVICE

Build a Collaborative Interview Pipeline

  • Build a customer interview pipeline collaborating with customer success to efficiently manage interview stages.
  • Use this pipeline to avoid starting from scratch with each interview and keep a steady flow of insights.
ADVICE

Keep Stakeholders Updated Via Slack

  • Use Slack to keep stakeholders updated after each interview with key takeaways and customer feedback.
  • Share both positive and negative feedback carefully to keep teams aligned and motivated.
INSIGHT

Focus on Problems Over Products

  • The key to great customer interviews is focusing on the problem, not just the product usage.
  • Get customers to explain why a problem is important and the whole journey, not just surface-level product feedback.
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