As a Product Marketing Manager, you want to measure every aspect of your customer’s experience with your product and company. You want to know what’s working and what’s not, so you can improve your strategies, retain more customers, and drive more sales. There’s no shortage of analytics to focus on as you pursue this goal.

How can you truly understand your buyers and customers along the customer journey and the product lifecycle? Alan Armstrong, Eigenworks CEO, was a passionate advocate for one-on-one conversations. "Talk to your buyers - they have so much to tell you," he advised in this article published posthumously by "The Pragmatic" magazine in November 2019. Here, Alan outlined a new approach for gathering and organizing customer stories in aggregate to see over-arching themes.