Playbooks, frameworks, and field notes on turning sales conversations into intelligence your whole revenue team can act on.
How teams mistake conviction for understanding, and why GTM breaks months later.
Most value proposition testing relies on landing pages, surveys, and A/B tests. Here's how to validate messaging using what buyers actually say on real sales calls.
Customer intelligence is the practice of systematically extracting insights about buyers from the conversations, signals, and data your GTM teams already have. A complete guide for B2B teams in 2026.
Five monthly reports that turn sales conversation data into actionable customer intelligence for product marketing teams. Competitive mentions, objection trends, feature requests, win/loss patterns, and buyer language shifts.
Your CRM says "Closed Lost: Pricing." Your sales call transcript says the buyer loved the product but could not explain the ROI to their finance team. One of these is actionable. The other is a dropdown.
Most competitive battlecards go unused because they're built from internet research, not buyer conversations. This step-by-step guide shows how to build battlecards sales teams actually trust.
Why the Customer Voice Gap Is the Invisible Tax on GTM Performance
Most sales data analysis stops at dashboards and KPIs. The teams that win go deeper, into the actual conversations where buyers explain why they said yes or no.
How to turn conversations and sales motions into measurable insights using AI
Proponent analyzes your customer conversations to uncover why they buy, switch, or churn. Then it instantly turns these insights into actionable campaigns, messaging, and GTM workflows.
Why real buyer signals often appear in conversations long before they show up in surveys.
Gong is overpriced for non-sales teams. Here are 5 proven Gong alternatives for product marketing, enablement, and product teams — with real pricing and honest comparisons.
Why most beta programs fail — and how to design ones that create real value and paying champions.
Why the most impactful PMMs create value before anything gets shipped
A practical guide to matching research tools to GTM decision timing
Because traditional repositories slow teams down — and AI-first tools now do the work for you.
How teams mistake activity for understanding—and what changes when buyer behavior becomes the strategy.
A practical guide to real workflows PMMs can use today — not theory, not hype.
How modern PMMs extract buyer patterns, objections, and messaging signals at scale.
The hidden reasons launches break down — and the system top teams use to stay aligned.
What each role really does, why they get mixed up, and how PMMs can navigate their career paths.
Turning fragmented customer feedback into a single source of truth your whole team can trust.
How top PMMs extract real insights from customer conversations.
Your sales calls are filled with signals about how buyers interpret your product. Here’s how to spot them.
The conversation intelligence patterns that dashboards can’t capture.
How modern GTM teams are moving from tracking activity to interpreting buyer decisions.
Connect your recorder and CRM in 15 minutes, no IT required. Proponent runs on every call from day one, and we measure the hours your team gets back. No long contract.
