Parth Mukherjee is the VP of Product Marketing, Corporate Marketing, and Go-To-Market Strategy at Sovos, a leading tax compliance platform. With over 20 years of experience in tech marketing—including pivotal roles at Adobe, Cognizant, and five high-growth VC-backed startups (four of which successfully exited)—Parth brings deep expertise in scaling companies through every phase of growth.

He’s known for his nuanced understanding of both product-led and sales-led go-to-market motions, and for championing customer voice as the foundation of every strategic decision. Whether it’s pricing, packaging, positioning, or storytelling, Parth believes in grounding go-to-market (GTM) strategy in authentic customer insights.

Before joining Sovos, Parth led marketing at Chorus and MindTickle, and continues to apply a data-driven yet deeply human approach to building strategic narratives that resonate with customers and internal stakeholders alike.

Connect with Parth

Key Takeaways:

• Voice of the Customer is Key: Customer insights are crucial for shaping effective go-to-market strategies.  
• Five Components of Go-to-Market Strategy: The five key questions to answer are who is the target audience, what are the offerings, why should buyers care, where should we sell, and how do we hit our targets.  
• Data Collection and Analysis: Utilize a combination of call recording technologies, surveys, customer interviews, and focus groups to gather customer feedback.  
• Balancing Quant and Qual: Combine quantitative data with qualitative insights to build compelling narratives and make informed decisions.  
• Addressing Stakeholder Resistance: Use proof and data to overcome internal misconceptions and align stakeholders.  
• Importance of Timing: Gather customer feedback throughout the product life cycle, starting from the product vision stage.  
• Emerging Marketing Trends: The importance of buyer self-education, hyper-personalized marketing, prompt engine optimization (PEO), and the convergence of ABM with intent data.

Quotes

“Product marketing should be the voice of the company in the market—and more importantly, the voice of the market inside the company.”

“If you want to beat stakeholder resistance, let the customer do the talking. A clip from a call says more than a slide ever could.”

Tech Recommendations

• Chorus – Call intelligence for market and product insights.
• MindTickle – Deal rooms and enablement for modern B2B sales.
• Klue – Competitive intelligence and win-loss analytics.

Resource Recommendations

Books:

• Crossing the Chasm by Geoffrey Moore
• Building a StoryBrand by Donald Miller

Blogs & Newsletters:

• HubSpot Blog
• Gartner for Go-To-Market Insights
• Marketing Brew

Podcasts:

• Marketing Over Coffee
• Product Marketing Life by PMA

Shout-outs

• Kevin Akeroyd, CEO at Sovos
• Ann Handley, Chief Content Officer at MarketingProfs
• Andy Raskin, Strategic Narrative Coach

The post The Market Speaks: Building GTM with Customer Voice appeared first on Demandbase.

Craig Chiofalo is a customer-focused leader with over 20 years of experience directing customer support, service, and success teams across SMB to enterprise clients. Currently Vice President of Support Engineering at Demandbase, Craig leads a Stevie Award–winning team recognized for delivering outstanding customer service. He brings a proven track record of building high-performing, collaborative teams that exceed goals, with a leadership style rooted in fairness, energy, and a deep passion for technology.

Craig has held key roles at IBM, Silverpop, CallRail, Calendly, and Salsify, often joining during critical growth phases to scale operations, implement smart automation, and drive cross-functional alignment. His expertise spans platforms like Salesforce, Zendesk, Jira, Confluence, and SQL—always with a hands-on, data-informed approach to delivering exceptional customer outcomes.

Connect with Craig

Key Takeaways

• Right Team, Right Tech: Hiring the right talent, enabling them with strong onboarding and internal tools, and layering in AI-driven technologies can drive exponential impact without scaling the team linearly.
  
• Cross-Functional Collaboration Is Everything: Craig attributes much of the team’s success to deep integration with product, engineering, and customer success—teams that work together daily to elevate the customer experience.
  
• Award-Winning Process Maturity: From rewritten job descriptions to internal training certifications and advanced sentiment monitoring, Craig’s team has refined its approach year after year to earn industry recognition.
  
• Operationalized AI: AI tools like SupportLogic and Salesforce Einstein are leveraged not just for efficiency but for better sentiment analysis, proactive support, and smarter data insights.
  
• Measure What Matters: In addition to SLAs, Craig’s team emphasizes customer satisfaction and effort scores—tracking detailed metrics while staying focused on proactive issue resolution.

Quotes

On Team Excellence
“This team is phenomenal—not just individually, but in how they collaborate. That synergy is the catalyst behind everything we’ve achieved.”

On Leveraging AI Thoughtfully
“AI should be seen as an assistant. It’s like a dishwasher—you still load it and unload it, but it saves time and effort on repetitive tasks.”

Tech Recommendations

• Salesforce Service Cloud + Einstein: A central support platform now enhanced with AI capabilities for smarter case handling.
• SupportLogic: Real-time sentiment analysis and escalation prediction across customer interactions.

Resource Recommendations

Newsletter:

• MIT Technology Review – AI-focused and practical
• Harvard Business Review – Daily updates on leadership and strategy
• McKinsey – Insightful newsletters with AI-related content

Shout-outs

• Umberto Milletti, Chief R&D Officer at Demandbase
• Angelle Stromeyer, RVP Customer Success at Demandbase
• Erika Setla, Sr. Director, CX Strategy & Ops at Demandbase

The post Beyond the Ticket: Building Award-Winning Support at Demandbase appeared first on Demandbase.

Dave Gerhardt is the Founder of Exit Five, the top community for B2B marketers. Prior to starting Exit Five, Dave was CMO at Privy and Chief Brand Officer at Drift.

The post Dave Gerhardt on Marketing Leadership and Team Building appeared first on Demandbase.

In partnership with ForgeX, our Account-Based Certification Roadshow is designed to help you take your ABM strategy to the next level. Dive into proven frameworks powered by ForgeX research, explore cutting-edge tools that align your GTM teams, and discover strategies to deliver measurable outcomes. Say goodbye to GTM silos, streamline execution, and confidently track your success.

Enjoy an engaging afternoon filled with hands-on learning, valuable networking opportunities, and a little fun on the golf course!

Event Details

Date: Thursday, March 13, 2025
Time: 12:00 PM – 5:30 PM
Location: Topgolf: Atlanta

Agenda

12:00 PM-1:00 PM  | Registration & Lunch

1:00 PM–4:00 PM | Certification Workshop

4:00 PM – 5:30 PM |  Networking Reception & Optional Golfing

Our hands-on workshop offers insights and strategies on:

• Driving revenue growth and aligning your team through Proven Account-Based Frameworks rooted in modern GTM Architecture, backed by ForgeX research.
• Revolutionary tools that foster team collaboration and deliver measurable results
• How to streamline your Go-to-market strategies by eliminating operational silos
• How to execute efficiently and measure with confidence.
• Modernizing your Account-Based GTM strategies

Why should you attend?

• Get Certified: Walk out as a certified ABM expert ready to take your career to new heights
• Networks: Forge valuable connections in a favorable networking environment
• Play Golf: Show off your golf skills post-event in your downtime

Who’s Attending

Calling all B2B Marketing, Sales, and RevOps Leaders, and Practitioners!

Research Shows

“Companies that adopt an account-based approach throughout the entirety of their GTM strategy outperform those who don’t.”

The post Elevate Your Account-Based Marketing Game! Topgolf Atlanta | March 13th appeared first on Demandbase.

Skip the hotel room and join the ultimate post-Forrester afterparty at Base Bash! We’re turning the Demandbase BaseLounge into Phoenix’s hottest spot where B2B meets pure party vibes.

What’s in store:

• Craft cocktails that’ll make your LinkedIn posts more interesting
• A band that understands “synergy” means getting everyone on the dance floor
• The kind of networking that happens when you trade presentations for party moves

The Details:

Date: Tuesday, April 1

Time: 7-10 PM MT

Location: BaseLounge, 123 E Washington Street, Phoenix, AZ 85004

No badges required, just your best party attitude. Come see what happens when B2B professionals let loose – trust us, the ROI on fun is through the roof!

Want to know where else you can find us during Forrester Summit?

We know, partying together is very fun, but if you want to know more about how Demandbase can help your teams, check out all the places we’ll be at Forrester Summit.

Find Us

The post Join Us at Base Bash – The Ultimate Forrester After Party appeared first on Demandbase.