Why Products Stall (use VOC to Fix It) | Dave Kern

LifeSci Continuum with Bill Schick

Find out how a Fractional CMO can get the right questions answered from the right audience. https://meshagency.com/fcmo-fractional-cmo-fractional-marketing/
Connect with Bill https://www.linkedin.com/in/founderandcdo/

Connect with Dave Kern https://www.linkedin.com/in/david-kern-dkny/

Product stalls aren’t engineering problems—they’re listening problems. Dave Kern joins us to unpack practical Voice of Customer (VOC), why brand awareness matters before the sales call, and simple, low-cost ways to validate direction without bias.
00:00 Brand awareness & Why VOC isn’t optional
01:36 Meet David Kern — data over opinions
05:15 VOC 101: quant vs. qual, why it matters
07:25 Case study: “our users aren’t on social”… until the data says they are
12:49 From low awareness to lift: education-first digital done right
15:25 What sales wishes prospects knew before the meeting
18:10 Simplify the science; visuals that help, not distract
22:53 Getting buy-in: start small → scale VOC
26:09 Selling into systems: trust, advocates & avoiding “me-too”
31:08 Quick wins: tap networks + one-question polls
40:39 Segmentation, hidden influencers & avoiding bias
47:31 Wrap-up
Too many teams “build it and they will come.”
They won’t.
Dave Kern breaks down how Voice of Customer turns foggy assumptions into crisp direction—so marketing educates, sales accelerates, and product lands. We talk brand warm-up (why strangers won’t buy), short educational content that stops the scroll, and how to run quick, bias-resistant validation without a six-figure research budget. Dave shares practical patterns: use social polls to test beliefs fast, ask the Five Whys to get past surface answers, and interview the people who didn’t buy to find the real friction. We also cover avoiding KOL-only echo chambers, sizing the true reachable audience, and framing VOC for execs who want outcomes, not research theater.
Stop Guessing, Start Hearing: Dave Kern’s 3 VoC Power Plays
Tip 1 — Pre-commit to the decision your question will drive:
Before you draft a survey or book interviews, list the 3–5 product/marketing decisions you’ll make based on the answers (e.g., “If ≥60% say X, we build Feature A first”). Use a tight, 10-question cap, apply the Five Whys to 2–3 core items, and split audiences (KOLs vs. everyday users). Aim for a fast N=20 “sanity pass” via short calls + one-click social polls; anonymize responses so titles don’t sway outcomes.
Tip 2 — Warm the market while you listen (90-day runway):
Run education-first content (problem → science → implication) in paid/organic social to the exact audience you’re interviewing. Ask sales, “What do you wish they knew before you walk in?” and turn that into 60–120s explainers. Tag everything with UTMs, equip reps with the same assets, and track leading indicators (video completions, return visitors, branded search) so brand lift and VoC learnings compound.
Tip 3 — Design out bias in the room and the sample:
Don’t let KOLs speak for the market. Include “no” and “lost” accounts, set a quota for late-majority users, and add 3–5 disconfirming interviews. In workshops use silent ideation → dot-vote to equalize voices, time-box discussion, and name a single decision-maker with a decision deadline. Document assumptions in a one-pager and “red team” them before you spend.
Burning budget on noise? Audit with an FCMO → keep what works.
https://meshagency.com/fcmo-fractional-cmo-fractional-marketing/
#VoiceOfCustomer #MedtechMarketing #GoToMarket