Most product marketing messaging fails for one simple reason: it is built on assumptions instead of customer truth. Join Michele in this interactive workshop and learn how to turn raw customer conversations into a repeatable, AI-powered input for positioning, messaging, and go-to-market decisions. The session focuses on a practical, end-to-end workflow for analyzing customer calls at scale, exposing where your messaging resonates or breaks down, and translating real buyer language into sharper differentiation and launch-ready narratives. Key takeaways - Build a scalable system to extract pains, objections, and value signals from customer calls using AI - Identify resonance gaps between how customers describe value and how your messaging presents it - Pressure-test positioning and value propositions before launches, not after they miss - Operationalize customer language across product, sales, and leadership to drive aligned GTM execution