Customer research is not a solo sport

Hi there,

Customer research isn’t just for marketing. It’s a team sport.

The best marketers don’t just gather customer insights—they make sure every team understands and applies them.

When marketing, sales and engineering teams align on customer Jobs, it leads to better products, sharper messaging, and a stronger market-product fit.

So let’s talk about why a shared understanding of the customer is the real competitive advantage in 2025.

Strengthening Market-Product Fit

Market-product fit isn’t just about the right product; it’s about making sure the entire company understands the market, and therefore the customer in the same way.

If marketing, product, and sales teams have different views on what customers actually need, things break down. The message feels off. The product misses the mark. Growth stalls. 

When teams align on customer insight, everything changes. Product teams build with clarity. Marketing speaks directly to real pains. Sales sell with confidence. Ultimately, Market-Product Fit strengthens. 

How Float Built a Shared Customer Understanding

Take Float, a FinTech and cash flow forecasting software. Customer alignment didn’t happen by chance; they built it deliberately.

Through our Value Proposition Design Sprint, we helped Float develop a shared language around customer Jobs—aligning Product, Customer Success, and RevOps on the same core insights.

By embedding customer insights into their process, Float's product team confidently engineered major updates—like the 13-week feature—driven by real-world Voice of the Customer clarity. 

Polly Wong, Float’s RevOps Manager, explains:

This isn’t just about hearing the customer. It’s about making sure everyone inside the company is hearing the same thing.

Winning Together: Embedding the Voice of the Customer Across Teams

If customer insights live in a silo, they lose their power. The key is embedding the Voice of the Customer across the organisation—so that customer understanding isn’t just something the marketing team holds, but something that influences every decision.

Here are a few ways to do that:

🔍 Invite product, sales, and even engineering into customer interviews.

📢 Share key insights in all-hands meetings, not just marketing reports.

🏆 Make customer Jobs-to-be-done and the Voice of the Customer a common language across the company.

It’s not just about sharing customer insights—it’s about making sure they actively shape product, messaging, and long-term strategy.

Final thoughts

Too many businesses see customer research as a marketing task when it should be a company-wide responsibility. Outsourcing it means losing deep, firsthand insight—the kind that drives real progress.

Companies that truly embed the Voice of the Customer into every decision - across product, sales, and marketing - see stronger market-product fit and faster growth.

✊ So here’s the challenge: How will your team make customer insights a shared responsibility in 2025?

Speak soon,

Peter

P.S. How does your team handle customer research? Are insights stuck in one department, or do they actually drive decisions across the business?

Let’s chat—just reply to this email.