“Talking to your customers is the single most important thing that you can do,” thinks Martin Gontovnikas, Co-Founder and GTM Advisor at HyperGrowth Partners and former Senior Vice President of Marketing & Growth at Auth0. But most product and go-to-market teams just aren’t talking to their customers enough, he thinks, leaving them with a poor understanding of the customer experience—which can hurt everything from their marketing efforts to the product itself. 

One of the reasons teams aren't talking to their customers enough, he believes, is a simple one: “It's very scary,” he says. “It's hard to talk to people you don't know. I think people are scared of not knowing what to ask, scared of wasting their time, scared that what two or three people say is not going to line up with what the rest of the audience says.” 

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