Know how your users actually want to use AI
We learn what your users are trying to get done, and how they want AI to help, from their calls, usage and deals. Strongest for companies selling to GTM teams.
What you're after
AI features your users adopt
Built around the jobs users already bring to AI.
A roadmap weighted by revenue
Gaps and requests ranked by the pipeline and renewals behind them.
Positioning in your buyers' words
Messaging built from what buyers say on calls, kept current.
Proof a change won deals
Win rate on deals where the gap came up, against deals in the same weeks that didn't get the new answer.
Why AI features don't get used
- Ship an AI feature because competitors did
- Feature requests counted, not understood
- Feedback from a survey few people answer
- Start from the jobs users are trying to get done
- See how they already use AI around your product, in their own workflow
- Weight every gap by the deals and renewals behind it
What each source tells you
Illustrative. Product work sits underneath plays: sales and CS use the positioning and talk tracks it produces. See how plays work.
| Source | The question it answers |
|---|---|
| Call recordings | What job were they hiring you for, in their own words? |
| Product usage | Where do users stop, and what do they do instead? |
| Tickets | Where does AI help, and where does it get in the way? |
| Deals won and lost | Which gaps cost revenue, and how much? |
How we get you there
- Step 011
Connect your data
Pull call recordings, product usage, tickets and deal outcomes into one place you own.
- Step 022
Prioritize by revenue impact
Find the jobs users bring to AI, where it helps or gets in the way, and which gaps cost you deals or renewals.
- Step 033
Ship into the tools your team uses
Ship the findings into the docs and tools product and marketing already use, with prototypes where they help.
- Step 044
Keep improving
Once sales has the new answer, read win rate on deals where the gap comes up, against deals that didn't get it.
Jobs we take on for product teams
What we build for product teams
GTM strategy
Personas, positioning and competitors written down once, used by people and AI.
Read moreAI reporting and analysis
Win-loss, gaps and launch impact from your own data.
Read moreCustom apps and MCPs
Prototypes and connectors built on your users' context.
Read moreAI telemetryIn progress
Being built. How people use AI across your tools.
Read moreGTM AI Bootcamp
Start with a bootcamp. In 4 weeks your calls and usage are connected, the costliest gap is found, and sales has a first new answer to read against deals that didn't get it. You give us read-only access and two sessions a week, and we do the building. $5,000 for the first five teams, then $10,000, credited toward Implementation if you continue.
Before you book
We have a research team. Why you?
We work from the data you already have, at a scale interviews can't reach, and hand your researchers the evidence.
Do you write our positioning?
We build it from evidence and write it down so everyone, including AI, uses the same version. Your team makes the final call.
Why a GTM firm for product work?
Your users are marketers, SDRs, sellers, CSMs or RevOps, and we work inside those teams. Scott has also given product advice to GTM software vendors for years, and no client's name, data or results ever reach them. Our technology advisory.
Our engineers already build AI features.
Good. We bring the evidence on which jobs to build for, and the read on whether the change won deals. For in-house builders.
What data do you need to see?
Calls, usage, tickets and CRM notes, and exports are fine. If you don't record calls, the rest is a start. We'll walk your security team through access before kickoff.
Find out what your users want from AI
30 minutes. Bring your AI roadmap and what you've shipped so far.
Book a call