| Question | Evidence |
|---|---|
| What is our core value proposition and who does it appeal to the most? | |
| Where do these people hang out (online or in-person)? | |
| What types of media do they consume? | |
| How do they learn about new solutions, product offerings, or ideas? | |
| How do they evaluate trust? |
| Question | Evidence |
|---|---|
| What is our brand promise, and how does it appeal to our audience? | |
| What factors influence their assessment of our brand and our solution(s)? | |
| What content resonates best with potential customers? (e.g. whitepapers, explainer videos, case studies/testimonials, etc) | |
| What type of engagement are they looking for from us? | |
| Question | Evidence |
|---|---|
| What information about our solution is most important/salient to the potential customer? | |
| How easy is it to understand our solution(s) and the value they provide? | |
| How can we earn their trust? | |
| Question | Evidence |
|---|---|
| How do we best work alongside Sales to support the customer’s discovery work and due diligence? | |
| What steps are needed to close the deal? How can we help customers through that transition? | |
| What objections are customers likely to encounter? What materials can we provide to help alleviate their concerns? | |
| What sucks about the solution? | |
| Question | Evidence |
|---|---|
| How do we work alongside Customer Success to ensure customers are engaged and satisfied? | |
| How well do the promises our brand/solution made line up to the experience our customers are having? | |
| What does the onboarding experience look like? How do we minimize time-to-value? | |
| What factors drive immediate satisfaction? | |
| Question | Evidence |
|---|---|
| What factors drive long-term satisfaction? | |
| What growth/expansion opportunities exist for our customers? | |
| Who are their peers and how do they influence each other? | |
| How can we make it easy for customers to tell their story and share our value? | |