Every customer call is a goldmine. The challenge is turning them into content that actually moves deals. Too often, those insights stay trapped in Gong recordings, CRM fields, or rep notebooks.
Why?
Because customer insights are noisy. They’re messy, anecdotal, inconsistent. And in many teams, they live in scattered docs or siloed sales tools. Without a clear way to collect, prioritize, and translate them, those insights sit unused – or worse, get turned into surface-level content that misses the real signal.
Meanwhile, sales teams hear buying objections daily. Product teams get constant feedback loops. But if marketing isn’t part of that loop, they’re stuck guessing what the customer actually cares about.
From Raw Input to Sales Asset
Translating insight into content could disguise as dumping-quotes-into-slides, but it should really be more about pattern recognition and timing.
The goal is to identify the moments where content can help move a deal forward, remove friction, or reinforce a proof point. That’s how insights become enablement.
Here’s how to break it down:
- Listen at scale. Use Gong, meeting notes, or CRM notes to surface recurring objections, hesitations, or questions.
- Cluster by theme. What patterns show up across regions, roles, or deal stages?
- Map to friction points. When in the buyer journey do these signals appear? Where is content missing?
- Decide format and force. Does this insight call for a one-pager? A proof point? A case study? A quick visual for reps to drop into email?
Use Insight to Shape the Message, Not Just the Medium
One of the biggest missed opportunities is sticking insights into existing formats without shifting the messaging.
A great case study isn’t just about a happy customer. It’s about showing the exact proof point a buyer needs to feel confident. That only happens when the story speaks to real pain, real language, and real timing – all things that come from insight.
The same goes for blog posts, product explainers, or sales decks. If your messaging starts from “What do we want to say?” instead of “What does the customer need to hear at this stage?” – you’re guessing.
A Content Engine That Learns
When insight translation becomes part of your content ops, everything speeds up.
- Sales doesn’t need to repeat the same anecdote on every call.
- Marketing doesn’t need to guess what themes will land.
- Enablement becomes proactive, not reactive.
And with AI agents scanning transcripts, tagging recurring objections, or summarizing sentiment trends, your insight engine gets smarter every week.
How we’re scaling that learning with AI
At Scaale, we’ve started embedding this feedback loop into Big Brajn – our system of AI agents that scan external market signals across media outlets and news publications.
These agents surface competitive moves, shifting narratives, and emerging trends, and feed that intel directly into our content engine. From there, we connect the dots: what this means for our customers, and how it shows up in messaging.
Actually, it’s pretty magical how it works. Almost like we’ve found that goldmine everyone keeps talking about.
