Community Leaders on What GTM Teams Overlook About Customers

# Role: Community/DevRel

# Theme: Community Building & DevRel

# Role: CX/Success/Support

# Role: Sales/Business

Discover what community leaders see that GTM teams often miss, and how those insights can improve strategy, adoption, and retention.

December 4, 2025

Joshua Zerkel

Community leaders spend their days listening to customers in ways that other GTM functions rarely can. They hear the unfiltered questions, frustrations, and stories that don’t always make it into surveys or sales calls. While marketing, sales, product, and CX each interact with customers at specific points, community leaders see the full spectrum — from early curiosity to seasoned advocacy.

That vantage point gives community teams a unique ability to surface insights that improve go-to-market. Yet too often, their perspective is overlooked. GTM teams focus on funnels, roadmaps, and messaging, while community leaders are sitting on a wealth of real-time customer intelligence. Here are some of the blind spots GTM leaders risk if they don’t bring community voices into the conversation.

Customers rarely follow the “official” journey

GTM teams design campaigns and playbooks around neat, linear funnels. But in reality, customers zigzag. They move from marketing content to peer reviews, from sales calls back to community forums, or from onboarding emails into Slack groups run by peers. Reddit’s product communities make this clear: users often rely on each other’s advice before ever engaging with a company directly. Community leaders see this messiness daily and can help GTM teams design strategies that reflect it.

Key takeaways:

Validate journey maps with real behavior observed in community.

Recognize that customers use peer advice as much as brand messaging.

Factor in unofficial touchpoints when designing GTM strategies.

Use community insights to bridge gaps between functional silos.

Feature adoption depends on human context

Product launches often focus on functionality, but customers need context for how features fit into their work. In Duolingo’s forums, for example, learners share not just how to use features but how to integrate them into daily routines. That context is what drives real adoption. Community leaders can highlight where customers are struggling to connect features to outcomes — insights marketing and product teams might otherwise miss.

Key takeaways:

Involve community leaders in launch planning to anticipate adoption challenges.

Gather stories that show how features fit into real workflows.

Feed adoption pain points from community back into enablement content.

Treat community discussions as a barometer for product-market fit.

Frustrations surface earlier in community than in support

By the time an issue becomes a support ticket, frustration is already high. Community leaders often see those signals earlier. At Spotify, for example, changes to features like playlists or recommendations spark immediate conversation in user groups. Monitoring these discussions helps GTM teams prepare responses and refine messaging before dissatisfaction escalates.

Key takeaways:

Track community discussions for early signs of customer frustration.

Share these signals with CX and product to get ahead of issues.

Equip sales and marketing with context when changes are likely to raise questions.

Close the loop with customers to show they’ve been heard.

Advocacy grows from recognition, not requests

Marketing teams often ask customers for testimonials or case studies, but advocacy is strongest when it grows organically from recognition. Airbnb’s host community demonstrates this: many of its most powerful ambassadors emerged not because they were recruited, but because their contributions were recognized. Community leaders understand the subtle dynamics of recognition and can guide GTM teams on when and how to elevate advocates.

Key takeaways:

Work with community leaders to identify advocates based on authentic participation.

Recognize contributions publicly before asking for formal advocacy.

Integrate recognition programs into GTM strategy, not just community operations.

Use advocacy stories sourced from community to add credibility across channels.

Customers reveal identity and motivation in community

Data can show what customers do, but community reveals why they do it. In LinkedIn’s learning communities, for example, members often share not just what courses they’re taking, but why: to change careers, gain confidence, or level up in leadership. This context helps GTM teams craft narratives that resonate on a deeper level. Community leaders are uniquely positioned to bring those motivational insights into GTM planning.

Key takeaways:

Ask community leaders to surface themes around customer motivations.

Incorporate these insights into messaging and sales narratives.

Use motivation-driven stories to strengthen positioning and differentiation.

Recognize that motivations evolve, and community provides the pulse.

Why this matters for GTM leaders

Community leaders see what others miss: the nonlinear journeys, the context behind adoption, the early signals of frustration, the organic roots of advocacy, and the motivations driving customer behavior. Ignoring these insights means GTM teams operate with blind spots. Integrating them creates strategies that are more realistic, resilient, and aligned with customer reality.

GTM strategies are strongest when community leaders have a seat at the table. Their vantage point provides the connective tissue that keeps go-to-market grounded in what customers actually think and do.

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Table Of Contents

Community Leaders on What GTM Teams Overlook About Customers

Discover what community leaders see that GTM teams often miss, and how those insights can improve strategy, adoption, and retention.

Customers rarely follow the “official” journey

Feature adoption depends on human context

Frustrations surface earlier in community than in support

Advocacy grows from recognition, not requests

Customers reveal identity and motivation in community

Why this matters for GTM leaders

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