Positioning with April Dunford cover image

Customer-Led Growth: Why Funnels are Outdated with Georgiana Laudi

Positioning with April Dunford

CHAPTER

Transforming Customer Insights

This chapter explores the 'jobs to be done' research methodology, which helps companies understand customer needs and motivations. It emphasizes the importance of prioritizing specific customer segments and establishing relevant KPIs for authentic growth, moving away from traditional funnel metrics. Additionally, the chapter discusses the significance of the 'voice of customer' in both B2B and consumer contexts, and the evolving role of AI in enhancing customer journey mapping.

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