When analyzing a company's go-to-market strategy, understanding the jobs that their product is hired for can inform various aspects of the organization. This approach was adopted by Intercom, where the company uncovered the jobs that its product is hired for and applied those learnings to every aspect of its marketing strategy. By focusing on these "jobs," Intercom was able to tailor its content, advertising campaigns, and event strategy to better meet the needs of its target audience. This understanding also helped improve the user experience by explaining the product in a more effective manner throughout the sales funnel, resulting in increased top-of-funnel traffic and continued growth. To gain this understanding, it's essential to actively speak with customers across various stages, study their conversations intensely, and identify patterns that can inform a framework for marketing efforts.