Source | What to Do | What You Get |
AEs & CS Lead (30 min) | Ask two AEs and a CS lead for the top 10 questions prospects bring up before a sales call. Nobody has asked them to write the list down - they will. | A usable shortlist in under an hour. The fastest version by far. |
Sales Call Recordings | Pull 20-30 recent discovery calls from Gong, Chorus, or Fathom. Listen for explicit AI mentions ("I asked ChatGPT what the best X is") and implicit research framings ("I was trying to figure out the difference between you and Y"). | The richest source available. Gets you most of the way on its own. |
Discovery Template Question | Add one question: "Before we got on this call, what did you research, and did you use any AI tools?" Buyers answer honestly - they want to show they came prepared. | Ongoing, self-updating signal embedded in your existing process. |
Win-Loss Interviews | Useful on both sides, but losers more so. They'll describe what tipped them away in detail that winners rarely match. | Qualitative depth on the exact moments your brand lost the shortlist. |
Public Channels | Search Reddit, LinkedIn, G2 question sections, and category Slack channels for your category terms. The questions buyers ask AI privately are usually the same ones people ask publicly. | Recurring patterns surface fast. Free and always available. |
Google Search Console | Focus on non-branded informational queries. People type into AI the way they type into Google. If "best [your category] for enterprise" shows up in impressions, that query is also running through ChatGPT. | Proxy signal for AI query volume. Already in your stack. |
Purpose-Built Tools | Otterly AI, Profound, Athena, Peec AI, Conductor's GEO module - track AI engine responses against query lists at $300-1,000/month. | Worth piloting with budget. Unnecessary as a starting point. |
These are the things we do at revsure to find the questions that our Buyers are asking when they are searching for products like ours.
NOTE: The AE session and call recordings alone will give you 80% of what you need. Start there before investing in tooling.