Customer Evidence glossary
Voice of customer, proof points, objections, and buyer-backed messaging.
Customer Proof Points
Customer proof points are specific evidence that supports a claim, such as quotes, outcomes, metrics, stories, logos, or before-and-after examples.
Voice of Customer
Voice of customer is the captured language, feedback, needs, objections, and expectations of buyers and customers.
Related reading
Guides, templates, and posts the terms in this category point to.
Context drives GTM. Start with what’s already written down.
Use sales transcripts and product mockups to sharpen GTM decisions. Preserve buyer language, test ICP hypotheses, and verify what permissions really promise.
How to align sales and marketing teams
Alignment fails as a meeting problem because it is a data problem. Three feedback loops that connect what sales hears to what marketing writes.
Messaging framework template
A three-tier messaging hierarchy (category, platform, feature) plus a per-persona matrix and objection handling, in one fill-in document.