Featured Guest: Colette Chavalia, Principal Customer Marketing Manager, Databricks. Colette is a leader in customer marketing known for building programs that elevate customer voices and accelerate sales cycles.
Your advocacy program is up and running. Now it’s time to tap into its most valuable source of credibility and influence: the real voice of your customers.
In this episode of The CustomerX Files, we unpack what “Voice of the Customer” truly means in modern B2B—and why today’s smartest customer marketers are activating it far beyond the classic case study. We explore how authentic customer stories fuel trust, shape buying decisions, and become one of the most powerful tools in your go-to-market strategy.
You’ll hear how to capture richer, more meaningful customer insights, how to reuse those stories across sales, marketing, and executive conversations, and how to highlight customer impact in ways that actually move the needle. Whether your focus is sales enablement, leadership alignment, or increasing the visibility of your advocacy program, this episode gives you a practical roadmap.
• Elevating the Voice of the Customer
New ways to gather insights—from interviews to user-generated storytelling to data-backed proof points—and how to turn them into compelling narratives that resonate.
• Where customer stories create real impact
How leading teams use customer proof across deal cycles, ABM programs, product launches, onboarding, and C-suite conversations.
• Turning stories into measurable business outcomes
We break down how customer voice drives pipeline influence, accelerates deals, supports retention, and earns internal buy-in.
• Frameworks you can put to work today
Content mapping, intake processes, customer spotlights, and repeatable workflows that help you scale your VoC engine.
In a world full of noise, crowded categories, and skeptical buyers, authentic customer perspective is your strongest differentiator. Capturing it is step one—activating it strategically is what turns customer love into organizational impact.
This conversation shows you how to build a repeatable, measurable Voice of the Customer program that fuels better content, stronger alignment, and greater trust across your business.
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