Spotlight Series: The role of client listening in the growth playbook
In the second episode of our Spotlight Series, Sarah DeFreitas, Executive Director, Research, shares how to harness the power of account intelligence to drive deeper engagement and deliver value at every stage of the customer journey.
Hosted by Meta Karagianni, Chief Consulting Officer, our Spotlight Series brings you first-hand perspectives from Momentum ITSMA’s Subject Matter Experts (SMEs). These conversations uncover key learnings, explore the biggest trends and challenges in marketing, and highlight the strategies driving transformation in an increasingly client-centric world.
In this episode, Sarah shares why it’s critical to understand your customers’ perceptions with effective and in-depth buyer research. She emphasizes the need to move beyond surface-level data by actively listening to customer feedback to build stronger relationships and accelerate growth.
Sarah and Meta discuss how to translate research findings into practical strategies that align with your customers’ expectations and deliver measurable business impact. They also share innovative, cost-effective approaches to conducting research efficiently, even under budget constraints.
Meet the expert
With over 25 years of experience in consulting and research, Sarah leads our Research service line, driving innovation across our reputation, relationship, and buyer research capabilities. Drawing on a strong background in strategic consulting and finance, she brings a holistic, insight-driven approach to solving complex challenges.
"Perception is reality – what the market thinks, what your customers think – that's what we need to address."
Sarah and Meta also discuss operational barriers to customer research and to avoid wasted efforts and unsatisfactory results. She shares examples of innovative solutions, such as multi-organization brand studies and proprietary dashboards, that enhance the value and efficiency of research efforts.
At the core of Sarah’s – and Momentum ITSMA’s – approach is a commitment to transforming insights into action. By focusing on customer feedback and competitive intelligence, organizations can refine their go-to-market strategies, improve market positioning, and drive client-led growth.
"Win-loss analysis is critical for growing your business. If you don't understand why you're winning or losing a deal, you're not going to be able to improve your sales process."
In this conversation, you’ll discover:
- Why embracing customer feedback is crucial for aligning with market perceptions and enhancing relationships
- How innovative research approaches can overcome budget constraints and deliver valuable insights efficiently
- How to act on insights to drive strategic improvements and meet customer expectations
- How proprietary tools like customized dashboards empower organizations to analyze data and make informed decisions
- The role of win-loss analysis in understanding market positioning and refining sales and marketing strategies
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