How The Martec made customer intelligence effortless

The three-week research marathon

For The Martec’s product team, planning the 2025 roadmap should have been straightforward. They had dozens of customer calls recorded in Fathom, rich with feedback about pain points and feature requests. They had a clear vision for where they wanted to take the product.

What they didn’t have was an efficient way to connect the two.

“We spent three weeks trying to understand customer patterns,” recalls Dee Kulkarni, CTO at The Martec. The process was exhausting: exporting call data through Zapier, manually formatting spreadsheets to separate prospects from customers, then feeding everything into Perplexity to identify themes.

Even then, the results were incomplete. “It could only tell us there were data points that match a certain criteria, but there wasn’t enough data to classify an account as active, churned or lost deals. Are they big accounts or small accounts? We had to look at the contract book and map those ourselves.”. The manual effort simply wasn’t sustainable on a monthly or weekly basis.

When feedback arrives too late

The problem extended beyond roadmap planning. The Martec operates with a strong customer-centric culture, where NRR is a North Star metric and the founder deeply cares about providing exceptional customer experiences. But the systems for capturing and acting on customer intelligence hadn’t kept pace with this commitment.

Product and engineering teams waited for fortnightly catch-ups with Customer Success and Sales to hear about customer responses to new features. By the time feedback made the journey from customer call to translated summary to product team, valuable time had passed and context had been lost.

“Before, I would have to wait for one of our fortnightly catch-ups with CS or sales and get their translated data,” Dee explains. “Whereas now I can just pull quotes and share them with my team.”

The gap became particularly visible during customer escalations. When a customer complained about video capabilities and reporting, Dee found herself digging through historical context to understand what had actually been promised during the sales process and which outcomes the customer was trying to achieve.

“If I just go back in time, I could tell what we sold to the customer and what actually got them over the line,” she discovered while investigating the escalation. “I could see the three outcomes they were trying to achieve, that they’d successfully implemented the first one, but the second and third were still stuck, and conversations were going around in circles.”

Anyone could have uncovered this intelligence, but it required knowing where to look and having time to investigate. Critical context was scattered across systems, accessible only to those who knew it existed.

The transformation at a glance

Area	Before Twine	After Twine
Product strategy research	3-week manual analysis	Instant access to commercial impact data
Feature feedback loops	Fortnightly catch-ups	Real-time intel from customer calls
Customer context for CS	Manual investigation during escalations	Historical intelligence at fingertips
Customer call analysis	Manual exports through Zapier	Automatic capture via Fathom integration
Product-customer proximity	Filtered through sales/CS translation	Direct quotes and video timestamps
Engineering alignment	Told what to build	Understanding customer context firsthand

From one-off analysis to everyday ritual

When The Martec implemented Twine with the Fathom integration, the shift was immediate. The three-week research marathon became unnecessary. Customer intelligence that had been locked away became instantly accessible.

“Every time we release a feature now, because we’ve built this due diligence around recording every single customer conversation and it comes through on Twine, I’m able to share feedback as soon as possible,” Dee explains. “The CS team is rolling out features with customers, and I get to see almost near real-time how they’re responding to it.”

This transformation extended beyond individual feature releases. The Martec’s quarterly roadmap planning now includes a new ritual: “We go into Twine and we put in the feature and get the commercial impact of that. That’s actually one of the many inputs we use to determine whether we want to stack rank our initiatives a certain way.”

The Evidence feature has become embedded in how the company makes decisions. “It definitely is showcased in all hands as well, in terms of ‘hey, we’ve heard this from X, Y, and Z customers, and here’s the revenue opportunity associated with it.’”

Bringing engineering closer to customers

Perhaps the most significant shift has been cultural. Product and engineering teams, who previously couldn’t review call summaries daily, now benefit from curated intelligence that brings them directly to customer voices.

“Engineers now are getting closer to the customer a lot more easily than they did before,” Dee notes. “The product and engineering team can’t go through call summaries every single day. They benefit from intel, so they understand the broader context more than they did before.”

This direct connection has transformed team dynamics. Rather than simply being told what to build, engineers now understand the customer problems driving prioritization decisions. They can click through to specific timestamps in Fathom recordings to hear the actual sentiment behind feedback.

“Twine says ‘okay, go to the 20th minute, here’s where they’re talking about it, and here’s the customer feedback you’ve got.’ I end up going into Fathom to look at the next steps and find out what the customer sentiment was. The urgency feels a little bit different when you listen to it.”

— Dee Kulkarni, CTO

The two tools work in tandem—Twine as the entry point for discovering relevant intelligence, Fathom for diving deeper into context and sentiment. “The entry point is Twine, and then I end up going into Fathom to dive deeper on our most useful calls,” Dee explains. This workflow gives product teams both the high-level patterns and the nuanced details they need to make informed decisions.

Building a feedback culture beyond product

The impact has extended beyond product and engineering. The Martec set up two dedicated Slack channels—one for revenue intelligence, another for customer love and feedback. The latter has become particularly active.

“The customer love and feedback channel gets attention from the sales and CS team. I can see there’s a lot of chatter around ‘oh yeah, I heard this too in a sales call’—sales confirming existing customer feedback. I can see that engagement coming through.”

— Dee Kulkarni, CTO

Teams engage with intelligence even without logging into Twine directly, with insights meeting them where they already work. The Slack integration has created a natural feedback loop where customer intelligence flows continuously to the teams who need it most.

The foundation for sustainable growth

When asked about pitching Twine to peers, Dee is candid about where it works best.

“We really struggled with prioritization, and the founder believes in making sure that the voice of customer is heard,” she explains.

“When your exec team is bought into being data-first, listening to your customers, and building a ritual around it, Twine’s easy to sell.” — Dee Kulkarni, CTO

The CEO’s commitment to NRR and customer experience created the perfect environment. “Because NRR is our North Star and the founder is passionate about providing a great experience, when I showed him what Twine does, he was like ‘love it, just get it.’”

For organizations committed to customer-centricity and retention, where product teams need to understand and prioritize based on customer needs, the impact can be transformative.

“I would start with the founder. I would start with the CEO,” Dee advises.

Making customer-centricity scalable

The infrastructure is now in place at The Martec. Calls are automatically recorded through Fathom, intelligence flows into Twine, insights appear in Slack channels where teams already collaborate. The Evidence feature has become a standard part of quarterly planning rituals and all-hands presentations.

What began as a solution to eliminate three-week research marathons has evolved into something more fundamental: a system that makes The Martec’s commitment to customer-centricity scalable. Product teams can access customer intelligence instantly. Engineers hear customer voices directly. And when customer escalations occur, the context needed to resolve them is readily available.

For a company where NRR is the North Star, Twine hasn’t just saved time. It’s made data-driven, customer-centric decision-making part of the daily rhythm of work.

“While doing quarterly roadmaps, we go into Twine’s evidence agent and put in the feature to get the commercial impact. That’s actually one of the many inputs we use to determine whether we want to stack rank our initiatives a certain way.”

— Dee Kulkarni, CTO

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