Customer Insights: Why Companies Struggle – With Sandra Cruz
Everyone talks about “being customer centric.” But few know how to turn that talk into actual action. In this conversation with Sandra Cruz, a seasoned CS and enablement leader, we unpack what meaningful change looks like when you center it on real customer conversations, not assumptions. This isn’t just about listening better. It’s about leading better. Watch the full conversation here Change Doesn’t Start with Process. It Starts with People. If you want to drive meaningful change, you can’t start with frameworks or tools, you have to start with people. Sandra shared how successful customer transformation efforts rely on five key pillars: a clear strategy, strong governance, internal enablement, contextual support, and consistent communication. It’s not just about teaching users how to use a tool. It’s about aligning teams, empowering champions, and making sure everyone, from exec sponsors to end users, is on the same page. “We often serve as the communication glue between departments. Change can’t succeed if people aren’t aligned.” Storytelling: The Accelerator Most Teams Ignore Telling people what to do rarely works. Showing them how they fit into the bigger picture? That changes everything. Sandra explained how a simple “day in the life” example – used at LinkedIn to show how Sales Navigator integrated into reps’ workflows, helped entire teams instantly get it. That’s the power of story. It creates emotional clarity, not just intellectual understanding. “When you tell a story, people empathize. It accelerates buy in.” The Blind Spots That Kill Momentum The reason most teams struggle to act on insights isn’t because the insights are unclear, it’s because the leaders are too far removed from the field. Without first hand context, everything feels urgent and nothing gets prioritized. Sandra pointed to blind spots that creep in when data is fragmented, teams hoard problems to protect themselves, and leaders lack direct contact with real users. “Knowing there’s a problem is an opportunity to fix it, not something to hide.” Coaching Isn’t a Tool. It’s a Culture. The best coaching isn’t forced, it’s wanted. Sandra emphasized that coaching only works when people are ready to grow. When paired with clear data points, like call transcripts, talk time ratios, or empathy signals, it becomes not just feedback, but fuel. And when people begin to improve, they want to keep going. “One good outcome makes you want to chase the next.” Patience is a Strategy Change at scale doesn’t happen overnight. Sandra now coaches CS leaders to build multi year plans that account for limited time, resources, and energy. Instead of firefighting, they learn to zoom out, prioritizing impact, sequencing change, and carving out time for strategic work. “You’ll burn out trying to solve it all today. Break it down. Prioritize what matters most to the business now.” Final Thought Real change doesn’t come from more tools or smarter hires, it comes from clarity, alignment, and relentless communication. And most of all, it comes from listening: to customers, to your team, and to what’s really happening in the field. Want to build a culture where change actually happens? Start with the stories. Then lead with purpose. Watch the full episode here Want more practical insights like this? The conversation doesn’t end here. The Insight Frontier is where we decode conversations and drop signals that move the needle. Subscribe on YouTube to catch the next drop.
What Top Call Performers Do And How To Make It Repeatable
At Insight7, we believe the answers to better coaching, performance, and growth are already hidden in your team’s real conversations. We’ve spent a lot of time, deep inside real conversations, evaluating what actually drives results across teams. Why? Because we believe your best insights aren’t sitting in dashboards or strategy docs. They’re already happening, in every customer call, every support ticket, every sales pitch. That’s why we built the Call Analytics Index – an evolving series of data backed insights that show what great looks like in the wild. This is the first drop, and it’s all about top performers. What they do differently. Why it works. And how to coach everyone else up to that level, with precision. Let’s get into it. Excellence isn’t luck. It’s measurable “You don’t need better reps. You need better signal.” After analyzing over 6,209 sales calls, Insight7 uncovered a striking insight: only 6.9% of reps consistently deliver call excellence. What makes this elite group different? It’s not charisma or luck. It’s measurable behaviors, specific, repeatable actions that drive better outcomes. This report breaks down the exact sales rep performance metrics that top performers consistently meet, and how you can coach your team to do the same. Why Performance Metrics Matter in Sales Coaching Sales is no longer just an art—it’s a data-rich science. Modern sales leaders use performance metrics to identify what’s working, what’s failing, and how to scale success across teams. Without the right metrics, coaching becomes guesswork and top performance becomes luck. The top 6.9% of reps don’t just “feel” more confident, they consistently outperform their peers across key measurable behaviors. By understanding those metrics, managers can turn average reps into high performers through strategic, data-driven coaching. What We Learned from 6,209 Sales Calls Insight7’s Call Analytics Index evaluated thousands of real sales calls using structured scoring criteria. Among the key findings: Only 6.9% of reps demonstrated consistent excellence Top performers shared distinct, trackable behavioral patterns Specific performance metrics predicted whether calls led to successful outcomes These insights give managers a clear path for replicating top-tier results across their teams. Inside the Call Analytics Index Based on Insight7’s AI-powered scoring of over 6,000 real sales calls, the report uncovers: 1. The 3 behaviors that separate top reps from the pack Top-performing reps follow consistent patterns. Their success is measurable, and the difference lies in how they conduct discovery, handle objections, and communicate value—each tied to performance metrics. 2.Why intuition-led coaching underdelivers Relying on guesswork or sporadic call reviews leads to inconsistent improvement. Coaching without metrics often overlooks what actually drives performance. By using structured sales rep performance metrics, managers can pinpoint strengths and gaps at scale. 3.The key metrics that predict better outcomes, consistently Insight7’s evaluation reveals clear indicators of performance: discovery question count, objection resolution rate, and value tie-ins. These metrics, tracked across conversations, offer objective coaching insights and help identify who’s improving and who’s not. This is hard evidence from real conversations, scored using Insight7’s Conversation Intelligence framework. Download the Full Report See exactly what the top 6.9% of reps do differently—along with the benchmarks and coaching tips your team can start using right away. Click to download
Insight7 Launches ‘Call Evaluation’ Platform To Unlock Insights From Customer And Employee Calls At Scale
New AI powered platform turns conversations into insights for quality assurance, performance gains, and coaching opportunities—amplifying human decision-making without replacing it. GAINESVILLE, FLA, June 11, 2025 — Insight7, a leading developer of conversational intelligence solutions, today announced the official launch of its new Call Evaluation platform. Designed for everyday business users, the platform helps mid market teams across sales, customer support, quality assurance (QA), customer experience, human resources (HR), and compliance analyze video and audio calls at scale to uncover business insights, score interactions, identify coaching opportunities, and drive faster, smarter decision-making. Whether the objective is performance evaluation, onboarding, QA, or compliance monitoring, Call Evaluation supports a wide range of use cases and adapts to the unique goals and workflows of each function. Unlike legacy tools designed for massive contact centers or high cost platforms focused on tech-sector sales teams, Call Evaluation is an easy to use, affordable, and template driven solution built for frontline teams – no technical expertise required. It delivers value across departments by surfacing actionable conversation insights in ways that reflect how real teams work, not how tech stacks are structured. “There’s a growing disconnect between what organizations actually need from AI and the autonomous agent hype dominating the conversation,” said Odun Odubanjo, CEO and former Shopify product leader. “Our customers don’t want black box AI making decisions for them. They want tools that help them work smarter and faster. Our platform delivers exactly that – AI that amplifies human intelligence rather than attempting to replace it.” The platform automatically transcribes, analyzes, and surfaces actionable insights, performance metrics, and coaching opportunities from conversations, helping teams evaluate reps, track improvement, and enhance customer experience in real time. While many enterprise call center tools are built for Fortune 500s with large scale budgets, Call Evaluation is designed for the mid market, serving companies with 10–150 cross functional team members who generate thousands of employee and customer calls each month and are ready to unlock greater visibility, consistency, and performance across their teams. Key features of the Call Evaluation platform include: Call Performance Dashboards: Real time visibility into caller/agent behavior, sentiment trends, keywords, and performance drivers. Custom Scorecards & Coaching Tools: Tailored evaluation criteria, rep-level coaching tips, and performance tracking. Starter Kits by Role & Industry: Out of the box templates tailored for common business needs, designed to help teams across departments quickly activate call insights and adapt the platform to their unique workflows. Early customers report significant efficiency gains in call quality assurance and rep development. Tri County Metals has used Insight7 to evaluate call performance across its customer support team. “Insight7 has been a game-changer in helping us evaluate our customer service reps with greater accuracy and efficiency,” said James Akins, Head of Organization and Staffing. “The team is incredibly responsive and detail-oriented. It’s unlike anything else we’ve seen in this space.” Insight7’s Call Evaluation platform is now available. Teams looking to improve sales performance, customer experience, or QA that drives coaching and continuous improvement through smarter call analysis can learn more and request a demo at https://www.insight7.io. The launch coincides with Customer Contact Week in Las Vegas, the top event for CX leaders. ABOUT INSIGHT7: Insight7 is the developer of Call Evaluation, an AI powered conversation intelligence platform built for mid market teams. Designed to support a wide range of use cases, including quality assurance, performance evaluation, coaching, onboarding, and compliance, Insight7 helps organizations turn thousands of sales, support, and internal calls into actionable insights. Built for everyday business users, the platform empowers cross functional teams to evaluate conversations at scale, drive continuous improvement, and make faster, smarter decisions. Founded by former Shopify product leader Odun Odubanjo, Insight7 is based in Gainesville, Florida, with a globally distributed team. Learn more at www.insight7.io. MEDIA CONTACT: Nina Pfister, MAG PR at E: nina@mooringadvisorygroup.com; P: 781-929-5620
Insight7 Is Now HIPAA Compliant!
We’re excited to announce a major milestone – Insight7 is now officially HIPAA compliant! This certification reinforces our commitment to data privacy and security, especially for healthcare teams who rely on sensitive conversations to deliver better care. Now, you can access fast, high quality insights without ever second guessing the safety of your data. What Does HIPAA Compliance Mean for You? Being HIPAA compliant means that Insight7 meets the stringent data protection and privacy standards required by the Health Insurance Portability and Accountability Act (HIPAA). In plain terms: ✅ Your data stays secure ✅ Patient confidentiality is respected ✅ You can confidently evaluate conversations with Insight7 Why It Matters for Healthcare Teams Whether you’re working in patient experience, clinical research, or healthcare service delivery, your insights often come from sensitive data. But until now, finding a tool that balanced speed, usability, and HIPAA level data privacy has been hard. With Insight7, you don’t have to choose between security and performance. You get both. Unlock Actionable Healthcare Insights Securely Our platform is built to support healthcare professionals and research teams who need to make sense of qualitative data quickly. From patient interviews to provider feedback, Insight7 helps you turn conversations into insights safely. Need to speed up compliance checks or uncover trends in patient feedback? Now, you can do that with confidence. Secure by Design, Ready for Impact HIPAA compliance is just one part of our broader commitment to security and trust. Insight7 is designed for teams in regulated environments that require a robust layer of protection, without slowing down your workflow. We’re ready for your toughest challenges. Are you?
Customer Insights and CX Strategy To Boost Profitability With Camilla Ferreira
When the pandemic hit, Uber Eats faced a crucial challenge: maintaining profitability. By leveraging customer insights and CX strategy, Camilla Ferreira was able to design initiatives that improved user experience, boosted restaurant visibility, and enhanced courier loyalty, ultimately driving better business results. With a finance background and experience at companies like Groupon and Uber, Camilla didn’t just focus on customer service. She zoomed out. Her approach to customer experience (CX) was strategic, data informed, and deeply business aligned. In a recent episode of The Insights Frontier, she shared how CX became a lever for real business results, boosting Uber Eats’ margins by two percentage points at a critical time. Customer Insights and CX Strategy Focus: Profitability, Not Growth When Camilla joined the Uber Eats team during the pandemic, she quickly realized that chasing growth would be a distraction. “If I had focused on growth, I wouldn’t have been so successful. I had to understand the real challenge and work backwards from there.” The real issue? Profitability. Costs were climbing, and the business needed to become more efficient, without sacrificing user experience. That framing changed everything. Connecting the Dots With Customer Insights and CX Strategy Camilla’s approach wasn’t about collecting data for the sake of it. It was about identifying patterns with strategic value. 1. Women Led Restaurants Were Quietly Winning While scanning customer satisfaction and repeat order metrics, Camilla noticed something interesting: women led restaurants were consistently outperforming others. Instead of letting that insight sit idle, her team responded. They launched targeted promotions to boost the visibility of these restaurants, rewarding what was already working and amplifying positive outcomes for both customers and the platform. 2. Dessert Orders Unlocked Off Peak Demand Another unexpected finding? Women were more likely to order desserts outside of typical mealtimes, especially between lunch and dinner. This insight opened up a new revenue opportunity. By launching dessert focused campaigns during these off peak hours, Uber Eats was able to drive more orders without adding pressure to peak time operations. 3. Courier Loyalty Was the Bottleneck Fast delivery is great, until couriers jump to the next best paying app. That volatility was hurting performance. Camilla’s team aligned courier incentives with campaign timings, helping to improve delivery reliability without inflating costs. With smarter scheduling and better engagement, they turned a logistics problem into a CX advantage. A Flywheel Strategy That Worked on Three Fronts Camilla’s approach wasn’t about collecting data for the sake of it. By leveraging customer insights and CX strategy, she identified patterns with strategic value that could directly impact profitability. Customers enjoyed faster, more relevant service Women led restaurants received more visibility and orders Couriers got more predictable work The business improved profitability by 2 percentage points This wasn’t a soft win for customer service. It was a calculated business strategy driven by insight, timing, and empathy. 🎧 Listen to the full episode: The Business Secret CX Leaders Are Hiding From You Camilla’s story is a reminder that great CX doesn’t come from dashboards alone. It comes from knowing what matters to the business and working backwards, with data as a guide. Her work shows what’s possible when CX leaders think beyond satisfaction scores and start influencing business decisions directly. It’s the kind of strategic thinking we explore often on The Insights Frontier, where the real stories behind customer experience come to life. About Camilla Ferreira Camilla Ferreira is a globally recognized voice in customer experience. With a proven track record at companies like Uber and Groupon, she’s passionate about transforming CX into real business results. A global speaker and author, Camilla helps brands lead customer experience with the same rigor and impact as any core business function. Follow Insight7 on LinkedIn , Youtube and TikTok for more insights on data driven growth.
From Raw Data to Insights: How to Integrate AI into Your Research Workflows
The research and insights landscape is evolving, and AI is transforming the way teams analyze data, extract insights, and drive decision-making. But with so many tools available, how can research and customer experience teams streamline their workflow without adding complexity? We’re excited to invite you to our upcoming webinar that tackles the most pressing challenges facing customer experience and research professionals. The Growing Challenge of Data Complexity Research teams are facing unprecedented challenges: Overwhelming volumes of unstructured data Time-consuming analysis processes Difficulty extracting actionable insights Inconsistent research methodologies Our upcoming webinar isn’t just another product demonstration. It’s a deep dive into how AI is revolutionizing research workflows. You’ll learn how to eliminate tool fatigue, analyze multiple file formats effortlessly, and ensure consistency in your research findings. What You’ll Gain Practical strategies for integrating AI into your research process Insights on reducing manual effort while improving accuracy How to transform raw data into compelling, actionable insights A firsthand look at how AI-driven tools deliver faster, more reliable results Why This Matters We’ve spent months listening to research teams across industries. Their challenges are real, and the solutions are closer than you might think. This webinar is our commitment to helping researchers work smarter, not harder. Date: 11th April, 2025 Time: 12:00 – 1:00 PM New York Eastern Time Duration: 60 minutes Platform: Google Meet Don’t miss this opportunity to stay ahead in research innovation. Register Now!
Bridging the Gap – The Employee Insights Behind Winning Cultures
Are You Missing Critical Employee Insights? HR leaders have access to vast amounts of qualitative data; from employee feedback and performance evaluations to DEI initiatives, organizational change, training effectiveness, exit interviews, and engagement surveys. Yet, the sheer volume makes it difficult to extract key insights, identify trends, and detect risks. The Solution? AI-powered HR analytics. By leveraging AI, organizations can move from reactive problem-solving to proactive decision-making. Automated tools help uncover hidden engagement signals, unspoken reasons for attrition, and coaching opportunities turning raw data into actionable strategies. Companies like Johnson & Johnson are already using AI-driven insights to enhance workforce planning. Don’t let valuable employee feedback go unnoticed. Download the full report below to learn how data-driven HR can transform your organization. Bridging-the-Gap-The-Employee-Insights-Behind-Winning-Cultures
Insight7 is Heading to Transform 2025!
[vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” disable_element=”yes” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none” gradient_type=”default” shape_type=””][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”92728″ image_size=”full” animation_type=”entrance” animation=”None” animation_movement_type=”transform_y” hover_animation=”none” alignment=”” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”100%” max_width_mobile=”default”][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text] Why This Matters: We’re attending Transform 2025 with a clear mission: to redefine the way organizations harness employee insights because we believe that they are a powerful catalyst for positive change. When organizations truly listen to and understand their teams, they can create a more inclusive, innovative, and effective work environment. At Transform 2025, we’ll explore the latest trends and best practices in employee insights and share our own experiences and learnings, to help organizations build stronger, more resilient teams. What is Transform 2025? Transform 2025, taking place from March 17-19 at Wynn Las Vegas, is set to be a groundbreaking convergence of innovative minds and visionary leaders. This premier event invites global executives, forward-thinking entrepreneurs, and tech-savvy investors to immerse themselves in a dynamic environment where cutting-edge technology meets creative strategy. With hands-on experience, attendees will experience an engaging mix of interactive sessions, collaborative workshops, and unique networking opportunities, all designed to inspire transformative change in workplace culture and pave the way for a future defined by meaningful connections and revolutionary ideas. Insight7’s Participation As a proud sponsor of Transform 2025, we’re excited to contribute to the conversation on employee insights and workplace innovation. Our CEO, Odun Odubanjo, will be actively participating in the conference, engaging in discussions on how AI-driven qualitative analytics can help businesses truly understand and care for their people, driving not just better products, but stronger, more engaged teams. As Odun recently shared on LinkedIn: “A company’s greatest asset is its people. But employee insights are often the most underutilized resource in any business. As we head to Transform 2025, I’m excited to showcase how AI-driven qualitative analytics can help businesses truly understand and care for their people, driving not just better products, but stronger, more engaged teams. Because at the end of the day, business is about people, those who build, support, and grow it.” At Insight7, we believe that great decisions start with understanding the unspoken needs of job applicants, employees, and customers. Our tool transforms qualitative data into instant, data-driven insights. During Transform 2025, Odun will delve into: How AI is transforming decision-making in HR and workplace innovation The role of fast, data-backed insights in building people-first organizations How leaders can uncover hidden patterns in employee feedback to drive real change Let’s connect at Transform 2025! If you’re passionate about transforming your organization through deeper, data-backed understanding of your workforce, let’s connect at Transform 2025. Join us in exploring new horizons in HR decision-making and discover how to turn everyday feedback into powerful, actionable insights. We look forward to seeing you in Las Vegas and embarking on this transformative journey together. [/vc_column_text][/vc_column][/vc_row]
Insight7 Announces Sponsorship of the QRCA Annual Conference 2025
[vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text] We are excited to announce that Insight7 is sponsoring our first-ever conference, the QRCA Annual Conference 2025, taking place from February 11-14, 2025, in Philadelphia, Pennsylvania. This sponsorship marks a significant milestone for us as we continue to support and drive innovation within the qualitative research community. About QRCA Conference The QRCA (Qualitative Research Consultants Association) Annual Conference is one of the most anticipated global events for qualitative research professionals. It brings together researchers, strategists, and industry leaders to explore cutting-edge methodologies, share best practices, and discuss emerging trends in qualitative research. Sponsoring this conference reaffirms our commitment to transforming the way qualitative research is conducted—empowering researchers with technology that helps uncover deeper insights faster and accurately. Our CEO Takes the Stage at QRCA 2025 Every breakthrough begins with a single bold step into the unknown. At QRCA 2025, our CEO, Odun Odubanjo, will take the stage to explore this very idea in the session: “Courage to Innovate: Uncovering Unknown Unknowns from Qualitative Data.” Innovation isn’t just about new ideas—it’s about having the courage to challenge conventions, embrace uncertainty, and rethink the way we explore data. Insight7 was born from this philosophy, transforming the painstaking process of qualitative research into something powerful, seamless, and lightning-fast. But true innovation doesn’t happen in a vacuum. It thrives on research, on uncovering patterns hidden beneath complexity, and on turning those discoveries into game-changing insights. This is where qualitative research shines—and why it’s time for a revolution. In this session, Odun will dive into the mindset and methodology that drive innovation in qualitative research. He will explore how embracing uncertainty leads to breakthroughs, why research is the foundation of every transformative idea, and how technology is reshaping the way we uncover insights. He will also share the journey behind building Insight7 and how it eliminates manual processes, reduces bias, and accelerates insight extraction from days to minutes. Attendees will also get a first-hand look at our platform in action through a demonstration. The Future of Qualitative Research Starts Here Insight7 is on a mission to revolutionize qualitative research. No more spreadsheets, no more manual data wrangling, no more guesswork or bias—just faster, smarter insights that fuel innovation. Let’s Connect at QRCA 2025 If you’re attending QRCA 2025, we’d love to connect! Whether you’re looking to optimize your research process or explore how Insight7 can help you uncover powerful insights, this is the perfect opportunity to engage with our team and learn more. See you in Philadelphia![/vc_column_text][/vc_column][/vc_row]
Best Practices for a Successful B2B Product Development Process with Chris Long
In this episode, Chris Long, VP of Product at Axonify joins Odun Odubanjo, CEO at Insight7 to discuss strategies for building successful B2B products from his experience leading B2B product development processes at high-growth tech companies like Shopify and Booking.com. Odun Odubanjo Hi everyone. Uh, welcome to this episode of The Seventh Sense. Uh, this week I have Chris Long, who is the VP of product at Axonify, and, uh, Chris has also led product teams at companies like Shopify, booking.com and Super slide. Uh, Chris, I’m super excited to have you here. Thank you for joining us. Chris Long Yeah, my pleasure. It’s, uh, awesome to be here. Really excited for today’s conversation. Odun Odubanjo Yeah, absolutely. Uh, on today’s episode, we’ll be discussing strategies for building successful B2B products. And, and Chris, you have a ton of experience there. Um, but before we dive in, you know, I’d love to, to learn a little bit about how you go into B2B product development. So you, you know, you started your career writing software and now you are leading product team. So why, why did you make that transition ? Chris Long Yeah, it’s, uh, so I started off in software development. I went to school for computer science, but my first job outta university, I was actually the third employee. Um, and when you’re the third employee, you’re doing a lot of, a bit of everything. Um, like I was answering phone calls, I was doing all sorts of things. Yeah. Uh, and through that process I kind of figured out, I actually like the what are we doing and why are we doing, rather than necessarily the how don’t get me. I still love the how, like I’m coding on the side. I’m like having a lot of fun with, uh, chat GPD and stuff. But the one, the why is what really got me interested. So I lucked out. I ended up in a product management role at a company that was rebooting how they approach product management. And they actually, in my first month or second month, they sent the entire product team to a Marty Kagan workshop. Odun Odubanjo Okay. Chris Long Um, and, uh, that kind of set my tone for being a product manager and being a product leader. Um, I like Marty Kagan is great. I love him. Um, I love a lot of his writings around. It’s a little bit too perfect world, um, some cases, but, uh, that the fundamental ideas of how he views product management has kind of been the baseline for me and has really helped driven my growth and my career as, uh, yeah. Coming off that foundation of, uh, I always wonder if like when I joined an organization that was all about, uh, more scrum product owner or other things along those lines, would my career have been very different? And I think it would’ve been in a lot of ways. Odun Odubanjo Yeah. Interesting. So the shout out Marty, uh, for inspiring a lot of us in product today. Uh, so, so let’s get into the, the topic for the day a B2B product development and really making that successful. Mm-Hmm. be that you could easily tell, you know, a B2B product from a B2C product. Um, but today, you know, users, consumers, they, they want consumer grade products and even in a B2B settings. Um, what remains unique about building B2B products, um, today? Chris Long Yeah, I think like one of the key things with B2B products that always comes up is who’s buying your product isn’t who’s using your product. Like I think we’ve all been in that where it’s, uh, it’s B two B2C or variations of that, and you have layers there too. So it’s not just one user who’s using it. Um, you actually have like the executive buyer, you have the champion, you have an administrator. In our case, like with Exonify, we work with frontline teams, retail teams. So you then have a manager at a location and they finally have the end user of our product in a lot of those cases. So those layers just adds a lot of complication to things as well. And it sort of adds those complications from both the sales side of things all the way to how your product’s being used. Chris Long And you consider all those different elements as well there. Um, so for the executive buyer, it needs to be how are you presenting the value that they’re getting from your product? Yeah. Uh, for your champion or administrator, how do you make it easy for them as well? Um, and then the other thing too with uh, B2B products is those users, all the people in that stack are not using the product because they want to. So all those different users are generally the expectation from their company is like, Hey, you need to use it. Um, so like Google meets, it’s the expectation within your company that you use Google meets, you might much prefer Zoom or something else along those lines, but that’s what matters there as well. Um, and the last like B2B side of things too is like, there’s very, you can’t take as many shortcuts on that side of things too. Chris Long Like there’s security, scalability requirements, those layers I was talking about apply to releases as well. Um, when you release something, you have to go first to the administrator. They have to think about how does it impact their organization. You can’t just flip a flag and turn it on for everyone. But there is really, like, to your point, the consumerization like that is happening. The expectation within the market now is like, you look and interact and act like a Facebook, like a Gmail, like all these products that people are used to using, that’s becoming an expectation
