Turning scattered customer signals into a system the roadmap actually used

Went deeper than tickets

The pipeline captured volume, but we needed depth too. Some requests came in as text — typed by users directly or logged by the team — but a lot of the richest signal was sitting in conversations. We used automated analysis of sales and customer call recordings, through Salesloft and Hey Marvin, to extract requests and insights at scale without anyone manually reviewing every call. On top of that, we ran roughly 200 qualitative customer interviews that shaped what got built for V1 and V2, and validated it after release. We mapped all of it against jobs-to-be-done to identify where the real roadmap opportunities were, rather than just responding to the loudest request.

Closed the loop with sales

I built a sales enablement deck that translated the new product vision into language the sales team could actually use with prospects, and trained the team on it.

Partnered on the closed-loss analysis

Working with sales and competitive intelligence, I dug into a large set of closed-lost deals to understand why we were actually losing — not the reason logged in the CRM, but the real driver underneath it.

The pattern that came out was consistent with what the VOU pipeline and interviews were already telling us: the single biggest loss driver wasn't competitors, it was status quo inertia — buyers who acknowledged the value but never found enough urgency to act.

The second most common driver was a coverage and content credibility gap — buyers who didn't trust we covered their specific product category well enough to switch. That gave the team a shared framework for qualifying deals earlier, rather than discovering the real objection only after months of stalled engagement.