A trend that’s currently having its day in the sun is Product-Led Growth. According to our guest, it’s a fine model, but our companies need growth that’s based on a more foundational element – advocating for Customer-Led Growth.
CLG begins with creating organization-wide understanding around what experience is most appropriate for the company’s best customers. Value to customers is then delivered — whenever, wherever, and however they need it — throughout their relationship with the company.
Our guest pioneered customer experience mapping while she was leading marketing for the Vancouver-based SaaS company Unbounce.
She has been a brand builder since 2000. In 2009, she embraced tech startups and SaaS, recognizing marketing’s pivotal role in SaaS success. In 2023 she co-authored Forget the Funnel and with her co-founder Claire Suellentrop has a consultancy that goes by the same name.
Let’s talk to Georgiana Laudi.
People/Products/Concepts Mentioned in Show
ACV = Average Customer Value
Clayton Christiansen’s jtbd framework
Dave McClure’s Pirate metrics
You may also like the previous episode on customer interviews with Ryan Gibson
Episode Reboot. Get the free workbook and other free resources on the FTF site.
