Gather deep intelligence on your target customer before marketing to them.
Most B2B SaaS companies say they are focused on their customer. But in practice, very few do a good job at capturing the voice of their customers and doing anything impactful with the information.
What is the voice of the customer (VOC)? It's feedback from your customers in their own words about your product. Which can then be translated into product issues and specified as product requirements to fix the issues.
The information gathered through the VOC framework is also valuable in informing how you market and sell your products.
2 years after I joined our venture-backed, B2B SaaS company, we hired a team of smart product leaders with ivy league educations. But instead of building what the customer wanted, they thought they knew better and built something completely different.
This is known as the Steve Jobs syndrome. When really smart people believe they know what the customer needs more than the customer.
There are very few product visionaries that can actually pull this off. Steve was one of them. The people we hired were not.
That's where my Voice of the Customer (VOC) Template can help you.
Add this database to your cart and checkout. You will instantly receive a link to access the Google Sheet. The worksheet includes the following tabs:
Here's how you can avoid building products your customers don't want, and better market and sell your product using the language from your customers:
We used this framework religiously on the marketing side for identifying acquisition channels, improving positioning, clarifying value propositions, identifying product evangelists and many more use cases.
Click “Add to Cart” on the right and then checkout. You will receive a link to the Google Sheet to access your copy of the VOC template. You can also download as an excel template after making a copy.
Below, you can access more templates for go-to-market executives at venture-backed, B2B SaaS companies:
Everything you need to run marketing at a venture-backed, B2B SaaS company.
Everything you need to run sales at a venture-backed, B2B SaaS company.
Click "Add to Cart" below. When you checkout, you will immediately receive an email with a link to download
“These are GOLD! I was having to build all of this from scratch.”
“This is exactly what I was looking for. A repeatable playbook I could plug-n-play for our business.”
“I feel more confident hitting our revenue goals now than I ever have.”
“My job just became so much easier! I’m all about working smarter, not harder.”
“These are GOLD! I was having to build all of this from scratch.”
“This is exactly what I was looking for. A repeatable playbook I could plug-n-play for our business.”
“I feel more confident hitting our revenue goals now than I ever have.”
“My job just became so much easier! I’m all about working smarter, not harder.”
“These are GOLD! I was having to build all of this from scratch.”
“This is exactly what I was looking for. A repeatable playbook I could plug-n-play for our business.”
“I feel more confident hitting our revenue goals now than I ever have.”
“My job just became so much easier! I’m all about working smarter, not harder.”
Our templates give you the flexibility to pick and choose what you need to unlock revenue growth. Define your ICP, Buyer Journey, Sales Process, Sales Battlecards, Forecasts...
Our go-to-market playbooks are designed to take a new, B2B SaaS executive from a place of uncertainty to hitting aggressive sales and marketing growth goals.
Hire us to develop a custom sales and marketing playbook for your B2B SaaS company. We’ll work with you to chart a path from $1M to $10M in annual recurring revenue.