The Art of Conversation


Welcome to The Art of Conversation report, our insight on how revenue intelligence and conversation intelligence are shaping the future of product marketing.

The rise of remote working means the sales cycle has evolved and conversations have shifted into more virtual forms. This change has opened up new opportunities to shadow customer conversations without the limitations of timezones and availability.

Up until now, AI-based conversation intelligence and revenue intelligence platforms have been very much tied to the sales ecosystem. However, we’re now starting to see, more and more, how these tools are an untapped resource for product marketing teams too.

The report was built in partnership with Gong and - two leading platforms changing the game with forward-thinking RI and CI capabilities.

To provide you with research that truly leaves no stone unturned, we also interviewed a number of product marketing experts from around the world to get their perspectives and tap into their first-hand experiences and use cases.

A taste of what’s in store:

🤔 An overview of what revenue intelligence and conversation intelligence are.

🗣️ A comparison of the old method (assumptions) and the new way of doing things (following VoC).

📞 A look at the key features, benefits, and use cases for product marketers specifically.

📈 Understanding how PMMs are using voice of the customer to turn conversations into actionable, data-driven strategies.

👩‍💻 How often PMMs are currently using conversation/revenue intelligence tools as part of their function.

💰 The importance of tying product marketing to revenue, and how to go about it.

🔧 How tools like these might impact the future of the product marketing function.

The facts and figures

Although this is a qualitative research report built around expert insights from those on the ground, in true PMA style, we couldn’t resist digging around for a few interesting stats too:

  • Only 1% of customer information makes it to the CRM, which means the rest is stored in people’s heads or is lost forever. (Gong)
  • It can take up to 5 days, on average, for data to be updated in the CRM. (Gong)
  • The 1% of customer information that does make it into the CRM is subjective - it’s often misheard and misunderstood. (Gong)
  • Competitors are only accurately logged 10% of the time. (Chorus)
  • Inaccurate data wastes up to 27% of a rep’s time. (SalesIntel)

What does all of this mean for product marketers?

In our State of Product Marketing 2021 report, we discovered that despite 25% of PMMs identifying their company culture as ‘customer-first’, almost a fifth (19%) of survey respondents admitted they never talk to the customer.

But perhaps now, tools like Gong and Chorus will pave the way for more emphasis on the voice of the customer (VoC) and data-driven decision-making alongside (or in place of) company assumptions.

Still here? Don’t waste another second.

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