Ron Carson, is a CMO with 25 years of experience working with Silicon Valley startups to multi-billion dollar organizations and Forbes Communications Council member

 Article: “The Most Under-Utilized Insight Gathering Strategy for CMOs”

As a CMO, one of our job’s most important aspects is understanding our customers and creating marketing strategies that resonate with them. But how do we truly know what our customers want? How can we ensure our marketing efforts align with their needs and preferences? According to Ron Carson, the answer lies in a simple yet powerful concept: “Just ask.”

In a recent episode of the C Suite Marketing Perspectives podcast, Ron Carson shared his insights on the critical role that CMOs play in representing the voice of the customer and how they can leverage the “just ask” approach to drive success in their organizations. He emphasized the importance of having ongoing direct conversations with customers and prospects to uncover valuable insights that can inform marketing strategies and content creation.

The Lost Art of Customer Conversations

Ron Carson believes that many marketing departments have lost the art of having meaningful conversations with customers. In large companies, marketing is often discouraged from directly engaging with customers, as the sales team is seen as the owner of customer relationships. Smaller companies often focus on product development and getting the product to market quickly, leaving little time for customer conversations.

However, Ron argues that these conversations are essential for understanding customers’ needs, wants, and motivations. By removing any hint of a sales pitch and approaching the conversations with genuine curiosity, marketers can create a safe space for customers to open up and share their thoughts and preferences.

“Just ask. If you just take the time to ask, just talk to the people you want to sell to and ask them how we sell and market to you. They will tell you. It might not be what you want or expect to hear, but they will tell you,” Ron Carson explains.

Uncovering Customer Insights

The key to successful customer conversations lies in letting the customer be the expert and actively listening to their perspectives. Ron Carson suggests playing the “stupid card” by asking customers to explain their challenges, needs, and preferences in detail. By doing so, marketers can gain valuable insights into the customer’s mindset and uncover blind spots in their understanding of the market.

Additionally, Ron highlights the importance of asking specific and pointed questions to get to the heart of the matter. For example, when trying to capture the attention of a crowded market, marketers can ask customers, “How do we get your attention?” This direct approach lets marketers understand the most effective channels and messaging to reach their target audience.

Translating Customer Insights into Actionable Content

Once customer insights have been gathered, the next step is to translate them into actionable content that resonates with the target audience. Ron Carson emphasizes the importance of content as a fuel for growth and success, rating it a perfect 10 on the importance scale.

To ensure that content is aligned with customer preferences, Ron suggests involving sales teams in the process. By sharing customer insights with the sales team at each step of the buyer’s journey, marketers can ensure that the content they create addresses the needs and motivations of potential customers.

“Every time a sales prospect touches any one of those marketing deliverables we’ve come up with after doing this exercise of just asking, making sure we’re dialed into the needs, wants, and interests of the market, our sales team knows about it at each step of the way,” Ron explains.

The Seat at the Table: Representing the Voice of the Customer

As CMOs, it is crucial to have a seat at the table and represent the voice of the customer in decision-making processes. Ron Carson highlights the different personas that often dominate organizations, such as the braggadocious CEO, sales-led, or product-led organization. In these scenarios, marketing can become a quieter voice with less influence.

However, marketers can challenge decisions and provide valuable input by leveraging customer insights and proof points gathered through conversations. Ron suggests comparing notes with decision-makers and presenting the perspectives of customers to ensure that the customer experience aligns with the intended vision of the company.

Overcoming Blind Spots and Improving the Customer Journey

Customer conversations help marketers create effective content and uncover blind spots in the customer journey. Ron Carson emphasizes the importance of understanding the customer experience and ensuring that it aligns with the intended vision of the company.

“Nobody intends for support tickets to take too long to escalate and resolve. Nobody intends for the first experience they have with customer success to be a ‘you’re going to renew, right?’ moment. Everybody has higher-order aspirations for those services, but it doesn’t always pan out the way we think,” Ron explains.

By engaging in conversations with customers, marketers can identify areas for improvement and ensure that the customer journey meets or exceeds customer expectations.

The Power of “Just Ask”: A Call to Action for CMOs

In conclusion, Ron Carson’s “just ask” approach is a powerful tool for CMOs to unleash the voice of the customer and drive success in their organizations. By engaging in direct conversations with customers and prospects, marketers can uncover valuable insights, align their content with customer preferences, and improve the overall customer experience.

As CMOs, it is our responsibility to prioritize customer conversations and ensure that the voice of the customer is represented at the decision-making table. By doing so, we can create marketing strategies that resonate with our target audience, drive growth, and ultimately achieve long-term success.

The future outlook for CMOs who embrace the “just ask” approach is promising. By continuously engaging with customers and adapting marketing strategies based on their feedback, CMOs can stay ahead of the competition and build strong, lasting relationships with their customers.

So, let’s take Ron Carson’s advice and make “just ask” a fundamental part of our marketing strategies. Let’s listen to our customers, understand their needs, and create content that truly resonates with them. We can unleash the customer’s voice’s power and drive our organization’s success.