Uncovering GTM Insights from Your Employees, Not Just Your Customers

Last Updated December 12th, 2022

Chris Wallace, Christopher Wallace, Innerview Group, InFront, The Customer Experience Podcast, customer feedback, customer insights, employee feedback, employee insights, perceived value, realized value, product value, service value, GTM, go to market, GTM strategy, GTM insights


Listen to CX233: Uncovering GTM Insights from Your Employees, Not Just Your Customers

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In search of business intelligence and GTM insights, leaders look to customers and customer data. But one critical resource usually remains untapped — frontline team members.

Most good organizations understand where their customers perceive and realize value. But the people who have to convey, deliver, and defend value are the frontline teams.

In fact, your frontline employees don’t just need to know about your product or service; they need to understand its value. They need to believe it’s going to meet the customer’s needs. They need to believe in it so fully that they show up with the right energy, passion, confidence, and enthusiasm to deliver it to the customer. It’s these invaluable employees who have the opportunity to make or break a customer’s perception of value and shape their experience.

Your frontline employees are the ultimate catalyst of customer buy-in.

Back on the podcast today is Chris Wallace, Co-founder and President of Innerview Group — an internal brand consultancy firm that helps their clients win … from within. He first joined us on Episode 73, “Marketing To Your Employees, Not Just Your Customers.”

Chris pushes businesses beyond knowing what customers think. He shares a conviction that frontline workers, the people who influence and serve customers daily, have a unique perspective informed by hands-on experience that must be incorporated into organizational decisions and strategy.

To this conversation Chris brings more than 20 years of experience in brand marketing, customer experience, and sales. He’s helped hundreds of teams gain alignment to create strong external results and is just the expert you are looking for.

Today he shares how that unique perspective of those with hands-on experience can help unite and align teams with clarity, empathy, and understanding, contribute to smarter, customer-led decision-making, and help measure progress. He also talks about how he’s come to consider the customer experience a product in and of itself (or, at the very least, the differentiator of a product) and how the process of product development is a vulnerable one.

Chris and I also talked about:

Why you should be surveying your frontline people about customer value
How different types of customers get different value from the same offer
What the give-and-take process is from the top to the bottom of your organization
Why you must develop a process to discover value in your own business
How to close the loop and unlock the passion of your team



Uncovering GTM Insights from Your Employees, Not Just Your Customers

Hear Episode 233 and every other conversation on The Customer Experience Podcast in one of these podcast players …

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We also embed the full conversation and make it searchable right here in these blog posts. The recording with Chris Wallace is right here …

Listen to CX233: Uncovering GTM Insights from Your Employees, Not Just Your Customers





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Video Highlights: Uncovering GTM Insights from Your Employees, Not Just Your Customers

Check out the top five video highlights from the discussion with Chris Wallace


1. Customer Experience is the Operationalization of Your Brand



2. Machines for Service, Humans for Guidance



3. Perceived Value on the Frontlines



4. Value in the Experience, Not Just the Product



5. Customer Engagement in Product Development


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Ethan Beute | About The Author

Chief Evangelist at BombBomb, host of The Customer Experience Podcast, and Wall Street Journal bestselling co-author of Human-Centered Communication and Rehumanize Your Business, Ethan Beute collects and tells stories of clearer communication, human connection, and higher conversion through simple, personal video messages. BA: University of Michigan. MBA: University of Colorado-Colorado Springs.

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