A customer profile grounded in evidence.
Patterns from available sales calls, customer language and team input. Who fits, what they want, what creates urgency and what holds them back.
Output: buyer profile and a traceable voice-of-customer bank.THE DIAGNOSTIC / A CLEAR FIRST STEP
Before you build,
know what’s
worth fixing.
Your buyers, your sales process and your current stack, brought into one practical plan. Evidence your team can act on, whether I build it or someone else does.
Discuss the diagnostic ↗
THE DIAGNOSTICFROM EVIDENCE TO A BUILD PLAN
What to fix.
Why it matters.
What comes next.
- 01Buyer evidence & customer profile
- 02Market & offer landscape
- 03Website-to-CRM gaps
- 04Measurement & stack decisions
- 05Prioritized build plan
DELIVERABLE OUTLINE 01—05
THE QUESTIONS THAT COME FIRST
Don’t buy another tool
to solve an unclear problem.
Your sales team knows things your analytics cannot tell you. Your website records things the sales team never sees. The diagnostic starts by bringing both sides into the same conversation.
Who is actually a good fit?What makes buyers hesitate?Which actions are worth tracking?Where does the context get lost?Which tools earn their place?What should you build first?
WHAT YOU TAKE AWAY
Decisions your team
can actually use.
Findings tied to their sources. Priorities tied to your business. Clear distinctions between what the evidence says and what still needs testing.
A clearer view of the choices buyers see.
How relevant competitors present their offers, what buyers are comparing, and where the evidence suggests an opportunity to test a different approach.
Output: market findings and offer hypotheses.A stack and measurement plan with a purpose.
What you already have, where it breaks, and which tools or events are actually useful for your sales process.
Output: stack recommendations, event map and CRM handoff requirements.A build plan with the trade-offs spelled out.
What to fix first, what can wait, what needs access or more evidence, and how the proposed changes will be evaluated.
Output: prioritized roadmap and a defined build scope.HOW IT WORKS
Your team brings the context.
I do the investigation.
Typically a focused week once the inputs are available. The depth of buyer research, the available data and the number of systems determine the final scope.
Hear from the people doing the work.
Focused conversations with marketing and sales, short questionnaires, and a review of available calls, customer evidence and system access.
A few purposeful meetings, with the detail gathered asynchronously.Find the gaps and the evidence.
Review buyer language, the market, your website and the connection to your CRM. Identify which assumptions are supported and which need a test.
Your team stays focused on its work.Leave with a usable plan.
Walk through the findings together, challenge the priorities, and agree on the next steps. You keep the report and the build plan.
No obligation to commission the build.THE METHOD, ALREADY APPLIED
Buyer language.
With a source behind it.
For a US executive search firm, I worked from a corpus of 638 coded excerpts to develop a voice-of-customer bank and rebuild the customer profile.
Your diagnostic starts from your evidence. The case study shows how that work is structured.
Read the voice-of-customer case study638EXCERPTS IN THE PROJECT CORPUS
Recorded conversations → coded evidence → a clearer customer profile.
BEFORE WE START
A small commitment.
A concrete deliverable.
Is this a free audit?
No. This is a paid investigation with documented findings and a build plan. We agree on its scope and fee before starting.
What does it cost?
I quote the diagnostic after a short conversation about your team, available evidence and the systems involved. The scope and deliverables are agreed before any work begins.
What if we do not have recorded sales calls?
We start with the evidence you do have: sales-team input, customer feedback, existing research and website data. Gaps and low-confidence conclusions are made explicit rather than filled with invented certainty.
Can we use another team to do the build?
Yes. The report, priorities and build plan are yours. You can act on them internally, hire another team, or ask me to quote the implementation.
Can we focus on one problem?
Yes. A buyer-research, measurement or stack question can be scoped as a focused engagement. We agree on what is included and what a useful result looks like.
START WITH A CLEARER QUESTION
What is your current setup
not telling you?
Tell me where the uncertainty is. We’ll define a useful first step.
Discuss the diagnostic ↗Explore the lead system