Understanding What Customers Really Want

How can B2B SaaS companies understand what their customers really want and need? Conversational interviews with customers are one of the best ways to do that. However, many SaaS companies may be daunted by the time and effort it takes to recruit and schedule interviews as well as analyze the data. In this Apple podcast, IcebergIQ CEO Natasha Narayan shares some best practices for establishing a win/loss or churn analysis program with Thomas Lah of TSIA (Technology & Services Industry Association).