BIG survey guy here, haha (seriously spent way too much time on customer surveys my entire career) - here's my thoughts:
(Assuming you have more than 100+ users - otherwise just go talk to them 1:1) Yes - it makes sense to do some sort of periodic (once a year at a minimum, though I really like twice a year for most companies, can be more frequent with a really large user-base where you can then rotate/segment lists)
structured and scaled feedback from a survey is a critical channel for insights on what's going well, what you need to improve, why customers buy, what type of results they are seeing, etc
Re Goals - if this is the only survey going out in a year - it needs to serve several different purposes/functions. If you have a larger customer base and you are doing more lifecycle based surveys more frequently, then the surveys can be more narrow/precise in their purpose (e.g. content/advocacy survey, onboarding survey, win/loss survey, product mgmt survey). I love Customer Marketing running the survey - but...you are now the keeper of incredibly valuable insights, and therefore - I believe you have a duty to make sure other functions (ie product, CS, sales, strategy, etc) get (at least some) of what they need from this incredibly valuable touchpoint to customers.
Make sure to include a variety of questions that would not only serve your needs (I'm imagining more customer advocacy and content related stuff - ie the positive responses) - but also serve other functions - e.g. questions about how you could improve the product, support/CSM experience, etc. Branch logic can help you have "more" questions in a more precise/digestible format.
Make sure to actually share the results in an understandable/actionable way with the other functions. EG if you get a negative testimonial response, obviously not great external marketing content - but really important for product/CS to know. Creating integrations w/whatever survey tool you use to get responses back into SFDC/Hubspot or Notion or Slack w/e your teams need to analyze/act on the feedback is key
Some generalized topics to think about including:
Purchasing rationale (key challenges solved, use-cases)
Scenario/environment - tech stack, size of deployment, integrations
Competitive insights (who did we win over, why, key differentiators)
Financial and operational benefits/results/ROI
Open-ended questions on key topics like impact, customer experience, differentiation
Questions about how to improve product + customer experience
Advocacy identification questions (find people willing to leave reviews, do videos/longer case studies, be references, talk to analysts, etc
Anyway there's a lot more to it, esp if you want to get more advanced/sophisticated. Surveys are such a simple concept and super easy to start, yet there's a lot of nuance to get really good at them in a more programmatic/intentional way.
We (UserEvidence) have a bunch of survey templates I'm happy to share if you want to DM me.
