Our Guest: Claire Suellentrop recently published “Forget The Funnel”, a book outlining the Customer-Led Growth framework she and her partner Georgiana Laudi use in their consulting work with SaaS companies. Prior to founding Forget The Funnel, Claire was the Director of Marketing at Calendly.
Episode Topics - “Forget The Funnel” Excerpts We Dive Into:
- “Many marketing teams operate in a haphazard way, endlessly experimenting until something sticks. This is no way to generate long-term growth. In fact, it prevents sustainable and predictable growth. Most marketing teams don’t have time to stop, look around, and ask themselves, ‘Why isn’t this working?’”
- Customer Value Surprises + Disconnects - “Autobooks claimed to be an all-in-one tool - the research showed that only one feature set actually got small business owners through the door: online invoicing and payment processing.“
- Doing Too Many Customer Jobs To Be Done - “Step 4: Pick One Job. One of the biggest mistakes we see companies make at this stage is trying to solve all of their customers’ Jobs at once. That’s because each Job can represent vastly different customer needs and priorities.”
- Customer Value Mapping - “That’s the ultimate goal of the Customer-Led Growth Framework: making your customer’s experience quantifiable, unambiguous, and the bedrock of your organization: every department, every team, every decision.”
- And details on timelines and tactics for implementing Forget The Funnel at your company
Episode Resources:
https://www.forgetthefunnel.com/
https://www.amazon.com/Forget-Funnel-Customer-Led-Predictable-Recurring-ebook/dp/B0C386KSTG
About Cloud Radio by Cloud Ratings:
Made for "full stack" cloud + SaaS operators, Cloud Radio is a SaaS podcast covers all aspects of the business of software.
Our host - Matt Harney - is active on Twitter @saasletter and writes "SaaSletter", an investing-oriented SaaS newsletter on Substack.
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About Cloud Ratings:
Cloud Ratings is a customer outcomes-focused, data-driven software research analyst firm. We exist to allow organizations to make more confident, lower-risk software purchasing decisions.
Our Cloud Ratings Category Reports combine user reviews with verified vendor data to impartially identify leading software products. Recent report examples include: Session Replay Software, Sales Compensation Software, Digital Sales Room Software, and Direct Mail Automation Software
Built upon investigative customer interviews, our True ROI Reports quantify and provide 3rd party validation of a software product’s business value.
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