The Marketing Book Podcast
466 Forget The Funnel by Georgiana Laudi
Dec 15, 2023
Georgiana Laudi, co-author of 'Forget the Funnel', discusses customer-led growth, talking to customers for an advantage, the pressure of marketing to marketers, creating marketing materials, cross-functional teams, pirate metrics, customer experience framework, and meeting customer goals.
01:11:17
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Quick takeaways
- Bringing representatives from different departments into the conversation ensures a holistic understanding of customers' needs and perspectives, fostering a customer-centric culture.
- Regular customer research allows companies to uncover valuable insights and adapt to changes in the market, tailoring their offerings to meet customers' evolving needs.
Deep dives
Building a customer-led team
A cross-functional team is crucial to implementing a customer-led approach. Bringing representatives from product, customer success, marketing, and sales into the conversation ensures a holistic understanding of customers' needs and perspectives. These team members provide valuable insights and help in operationalizing the customer experience by aligning their efforts towards delivering value. The team's involvement also ensures that the outcomes of the project have organizational support and extend across departments, fostering a customer-centric culture.
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