189: Aditi Uppal: How to capture, activate and measure voice of customer across go to market efforts

Episode notes

What’s up everyone, today we have the pleasure of sitting down with Aditi Uppal, Vice President, Digital Marketing and Demand Generation at Teradata. (00:00) - Intro (01:15) - In this Episode (04:03) - How to Use Customer Conversations to Validate Marketing Data (10:49) - Balancing Quantitative Data with Customer Conversations (16:14) - Gathering Customer Insights From Underrated Feedback Channels (22:00) - Activating Voice of Customer with AI Agents (29:09) - Voice of Customer Martech Examples (34:48) - How to Use Rapid Response Teams in Marketing Ops (39:07) - Building Customer Obsession Into Marketing Culture (43:44) - Why Voice of Customer Works Differently in B2B and B2C (48:26) - Why Life Integration Works Better Than Work Life Balance Summary : Aditi shows how five honest conversations can reshape how you read data, because customer language carries context that numbers miss. She points to overlooked signals like product usage trails, community chatter, sales recordings, and event conversations, then explains how to turn them into action through a simple pipeline of capture, tag, route, track, and activate.

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