Market & Customer Intelligence
Knowing who the buyer is, what they are trying to do, and where the opportunity sits
About this domain
Market & Customer Intelligence is the Domain where Product Marketing does its listening. It is the disciplined work of finding out who the buyer actually is, what job they are hiring the product to do, how they decide between options, and how large and reachable that opportunity really is — established through primary research, segmentation, win/loss conversations and sizing work rather than through assumption or anecdote.
Its purpose is to make every downstream claim answerable. Positioning, launch targeting, pricing and enablement all rest on a picture of the buyer, and this is the Domain where that picture is built, kept current, and challenged when the evidence stops supporting it.
Trigger, mindset & exit
A decision is about to be made on an assumption about the buyer that nobody can evidence — a new segment under consideration, a stalled funnel, a run of surprising losses, or a planning cycle that needs a sized opportunity.
Curious and evidence-first. Hold the hypothesis loosely, go to the source rather than the internal folklore, and be willing for the research to overturn what the business already believes.
You leave when there is a shared, evidenced picture of the buyer and the opportunity — written down, believed by the people who have to act on it, and specific enough for positioning, targeting or pricing to actually move.