Let’s talk about the truth your company never sees

Every revenue org has a problem no one talks about:

Your most valuable customer insights never get recorded anywhere.

Not in Salesforce.
Not in Slack.
Not in Notion.
Not in Gong bookmarks.
Not in Productboard.
Not in the roadmap deck.

They sit inside:

  • half-remembered takeaways
  • mental sticky notes
  • unstructured call moments
  • “I’ll write this down later”
  • cross-talk in discovery
  • subtle objections
  • micro-hesitations
  • little workflow comments
  • frustrations expressed between questions

I call these ghost notes.

The insights that matter most,
but never get captured, structured, or shared.

And ghost notes are killing your roadmap and your win rate.

Ghost notes are the highest-fidelity signal in the company

Ghost notes contain:

  • the emotional truth of the buyer
  • the subtle friction
  • the unstated objections
  • the political realities
  • the offhand workflow details
  • the “one thing that’s annoying them”
  • the quiet competitive intel
  • the truth behind why deals stall

They’re the things buyers don’t put in RFPs
but absolutely use to make decisions.

Product never hears any of this.

Not because Sales hides it—
but because it evaporates.

Why ghost notes never make it into systems

1. Reps don’t document nuance

Because they’re focused on:

  • rapport
  • qualification
  • momentum
  • next steps

Not capturing subtle insight.

2. CRM fields don’t support nuance

“Next steps” won’t contain:

  • workflow frustration
  • emotional hesitation
  • political dynamics
  • sub-user pain
  • feature irritation
  • context for an objection

CRM is not built for the truth.

3. Gong highlights the loud moments—not the real ones

The truth often sits:

  • between questions
  • in buyer sighs
  • in thrown-off comments
  • in internal stakeholder disagreements
  • in objection tone, not objection words

Highlight clips miss 80% of the truth.

4. Sales → Product communication is too high level

By the time it gets to Product, ghost notes become:

  • summaries
  • generalities
  • anecdotes
  • paraphrases

Product doesn’t trust paraphrasing.

They want customer words, not interpretations.

Ghost notes explain the biggest failures

They explain:

  • why deals slip unexpectedly
  • why renewals surprise you
  • why competitors steal late-stage deals
  • why demos fall flat
  • why features don’t land
  • why workflows don’t match reality
  • why reps complain “this feels off”
  • why Product ships features customers don’t use

Ghost notes are the “why” behind the “what.”

And right now,
they’re invisible.

AI is the first system that can capture ghost notes

AI can:

  • listen to every call
  • pick up emotional cues
  • detect subtle pain points
  • extract secondary objections
  • understand workflow nuance
  • capture quiet frustrations
  • identify tone shifts
  • cluster micro-insights
  • tag hidden trends
  • surface silent risk signals

AI doesn’t need reps to take perfect notes.
AI takes perfect notes for them.

And unlike humans, AI doesn’t forget.

It turns ghost notes into:

  • themes
  • patterns
  • customer language
  • product requirements
  • deal risk signals
  • roadmap insights

Ghost notes go from invisible → weaponized.

The CRO takeaway

Your biggest blind spots aren’t in your dashboards.
They’re in the ghost notes sitting inside thousands of calls.

Stop losing the truth in the margins.

The companies that win the next decade aren’t the ones with the most data—
they’re the ones who capture the invisible data.