Figuring out exactly what people need before you build a feature or product for them is an essential part of product development. Teams that take the time to understand real user problems before attempting to solve them via product discovery can dramatically lower their product development risks.

Source: Productboard Blog

There are numerous resources available to product managers today that illustrate what an ideal product discovery framework might look like—but how often does this play out in reality?

Reality is often messy

Even with a clearly defined product discovery framework, B2B product teams often run into significant challenges:

• Insufficient capacity to conduct all of the work that's needed for ideal product discovery
• Pressure to move fast, ship early, and ship often
• Difficulty establishing a link between product releases and customer outcomes
• The loudest voice in the room (founders, senior leaders, or longer-tenured employees with strong opinions)

Reality ensues, and product teams have to take a more pragmatic approach, often by doing one of the following:

• Doing discovery selectively (e.g. with a subset of users)
• Compressing discovery (forming hypotheses about user needs and moving to solution testing more quickly)
• Making discovery continuous (Shipping iteratively and conducting discovery throughout)

These are hard to do well. In the end, product managers are forced to extrapolate results from a few data points and use that to make a convincing argument about their company's product direction, or iterate rapidly and risk the patience and goodwill of established customers.

Somehow you have to be convincingly right, a lot. But what if there was a way to easily get the answers?  

A solid partnership with GTM is the cheat code to better product discovery

A PM's secret weapon in all of this is the go-to-market organization. Need additional eyes and ears with customers? Who better than a group that has customer conversations every day?

Need to know what moves the needle most? Sales and Marketing actively work to influence prospects to buy your company's solution—they're present for those critical purchasing decisions. When it comes to being able to convince and persuade, the GTM organization is one of the most powerful voices in the room.

Overcoming frustrations between Product and Sales

But there are frustrations. To Product teams, Sales feedback can oftentimes be inconsistent and anecdotal, or too high-level to truly be actionable for R&D teams. In some cases, feedback from Sales assumes that the solution is obvious and doesn't take a broader look at customer needs.

To Sales, it's not always clear that Product is listening to feedback, even when the opportunity team has gone out of their way to try and pass along insights through the requested channels. Is anything happening, or does feedback just go into a black hole?

Turning Sales Conversations Into Strategic Product Insight

Traditionally, the most valuable product feedback lives in sales conversations—but it's rarely captured, let alone connected to revenue. That gap weakens roadmaps and leaves Product teams guessing at what really moves the needle.

With Vivun’s AI Sales Agent, that disconnect disappears. Ava listens as deals unfold and automatically captures product gaps, tying them directly to revenue opportunities. No more screenshots. No more Slack threads. No more manual tagging. Just clear, structured feedback—prioritized by business impact.

It’s not about sales "making noise" or guessing at what Product should build. It’s about surfacing the exact features blocking a deal, mapping them to customer value, and syncing that insight across the entire GTM org.

With Ava, sales and product stay in lockstep:

• The right requests reach Product, fast
• Reps get a seamless way to log what matters
• Everyone sees what’s been heard, what’s been acted on, and what’s still open

This isn’t just feedback. It’s a feedback loop built for revenue teams.

Looking to connect your GTM motion to your product strategy? Check out our ebook, The Loop: Aligning Sales and Product Teams in the Age of AI.

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