We all hear what we want to hear. So we should require unfiltered, quantitative customer data.

After presenting conclusions from months of VOC research, a marketer’s boss said, “No… I think customers want this instead.” A terrible reaction, but why did it happen? The marketer had no hard data—just quotes, impressions and anecdotes. You’ll be more believable, confident and correct—with unfiltered, quantitative customer data.

More in article, 5 Growth Risks You Can Stop Taking (Originally published in B2B Organic Growth Newsletter).

Dan Adams

Founder & President of The AIM Institute

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