PMM research is easy to run - but harder to make matter. Teams collect interviews, surveys, win/loss notes, and competitive data, however the output often fails to shape real decisions. This session unpacks why PMM research breaks down, and how teams can redesign research around the business priorities that matter most, from positioning and messaging to sales motion and roadmap projects. Alicia Carney and James Doman-Pipe will share how to: Run scrappy research programs Embed customer understanding as a team sport across product, sales, and leadership Align research to business priorities You’ll leave with practical approaches to avoid common customer research traps, and a repeatable approach for turning imperfect inputs into meaningful impact.