Ep. 524 | The Market Speaks: Building GTM with Customer Voice

Episode Summary

In this episode of OnBase, host Chris Moody and Parth Mukherjee delve into the critical role of customer voices in shaping go-to-market strategies. Parth shares his journey through the tech industry, highlighting his experiences in product marketing and go-to-market strategy across different company stages. He emphasizes the importance of product marketing teams in bringing the customer's perspective into the organization and outlines the five key components of a go-to-market strategy: who, what, why, where, and how. Parth also discusses methods for collecting and analyzing customer data, balancing quantitative and qualitative feedback, and addressing stakeholder resistance. Additionally, he explores emerging marketing trends, the use of AI in marketing, and the challenges of B2B marketing, such as attribution.

Key Takeaways:

• Voice of the Customer is Key: Customer insights are crucial for shaping effective go-to-market strategies.  
• Five Components of Go-to-Market Strategy: The five key questions to answer are who is the target audience, what are the offerings, why should buyers care, where should we sell, and how do we hit our targets.  
• Data Collection and Analysis: Utilize a combination of call recording technologies, surveys, customer interviews, and focus groups to gather customer feedback.  
• Balancing Quant and Qual: Combine quantitative data with qualitative insights to build compelling narratives and make informed decisions.  
• Addressing Stakeholder Resistance: Use proof and data to overcome internal misconceptions and align stakeholders.  
• Importance of Timing: Gather customer feedback throughout the product life cycle, starting from the product vision stage.  

• Emerging Marketing Trends: The importance of buyer self-education, hyper-personalized marketing, prompt engine optimization (PEO), and the convergence of ABM with intent data.

Quotes
“Product marketing should be the voice of the company in the market—and more importantly, the voice of the market inside the company.”

Best Moments 

• 00:07: Parth shares his journey into tech and marketing.  
• 03:30: The importance of customer voices in shaping go-to-market strategy.  
• 04:45: The five components of an effective go-to-market strategy.  
• 07:30: Methods for data collection and analysis.  
• 13:00: How to deal with stakeholder resistance using proof and data.  
• 16:15: The importance of gathering customer feedback throughout the product life cycle.  
• 19:00: Emerging marketing trends for the next five years.  
• 22:30: Use cases of AI in marketing.
• 24:30: The biggest challenge in B2B marketing: attribution. 

Tech Recommendations

• ⁠Chorus⁠ – Call intelligence for market and product insights.
• ⁠MindTickle⁠ – Deal rooms and enablement for modern B2B sales.
• ⁠Klue⁠ – Competitive intelligence and win-loss analytics.

Books:

• ⁠Crossing the Chasm⁠ by Geoffrey Moore
• ⁠Building a StoryBrand⁠ by Donald Miller

Blogs & Newsletters:

• ⁠HubSpot Blog⁠
• ⁠Gartner for Go-To-Market Insights⁠
• ⁠Marketing Brew⁠

Podcasts:

• ⁠Marketing Over Coffee⁠
• ⁠Product Marketing Life by PMA⁠

Shout-outs:

• ⁠Kevin Akeroyd⁠, CEO at Sovos
• ⁠Ann Handley⁠, Chief Content Officer at MarketingProfs
• ⁠Andy Raskin⁠, Strategic Narrative Coach

About the Guest:

Parth Mukherjee is the VP of Product Marketing, Corporate Marketing, and Go-To-Market Strategy at Sovos, a leading tax compliance platform. With over 20 years of experience in tech marketing—including pivotal roles at Adobe, Cognizant, and five high-growth VC-backed startups (four of which successfully exited)—Parth brings deep expertise in scaling companies through every phase of growth.

Before joining Sovos, Parth led marketing at Chorus and MindTickle, and continues to apply a data-driven yet deeply human approach to building strategic narratives that resonate with customers and internal stakeholders alike.

⁠Connect with Parth⁠.