In today’s episode, Georgiana Laudi and I explore the failings of traditional sales funnels and why companies should instead focus on a customer-led approach to growth.
My guest, Georgiana Laudi, is the ultimate marketing guru with a passion for turning customer value into cash for SaaS companies. She helps SaaS leaders grow smarter through her consultancy, Forget the Funnel.
You will learn:
* Why traditional funnels are lazy and ineffective for understanding customers.
* The concept of customer-led growth and how it differs from funnel-based approaches.
* The importance of mapping critical moments of value in the customer journey.
* The pitfalls of ignoring pre- and post-funnel customer experiences.
* How to align teams around a profound understanding of customer needs.
* The role of KPIs in tracking customer success, not just business success.
* Why optimizing customer onboarding can lead to dramatic improvements in growth.
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If you want to skip ahead:
02:30 - Why Funnels Don’t Work
06:45 - Introducing Customer-Led Growth
12:30 - Mapping Customer Journeys
17:15 - Jobs to Be Done: A Game Changer
23:10 - The Importance of Onboarding
28:00 - Measuring Success: KPIs That Matter
35:30 - How to Focus on the Right Customers
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Learn more about Georgiana Laudi and her Forget the Funnel team: https://forgetthefunnel.com/
Connect with Georgiana on LinkedIn: https://www.linkedin.com/in/georgianalaudi/
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Connect with April Dunford and learn about practical positioning that accelerates marketing and sales:
Work with April: https://www.aprildunford.com/contact
April’s newsletter: https://aprildunford.substack.com/
April’s LinkedIn: https://www.linkedin.com/in/aprildunford/
April’s Instagram: https://www.instagram.com/aprildunford/
April’s Twitter/X: https://twitter.com/aprildunford
April’s TikTok: https://www.tiktok.com/@positioningshow
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Mentioned in this episode:
* Georgiana Laudi and Claire Suellentrop’s book, Forget the Funnel: A Customer-Led Approach for Driving Predictable, Recurring Revenue: https://amzn.to/3QOTP2z
* The Jobs-to-Be-Done methodology.
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Get April Dunford’s books and audiobooks:
“Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It.”
“Sales Pitch: How to Craft a Story to Stand Out and Win.”
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Bookshop: https://bookshop.org/contributors/april-dunford
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The Positioning with April Dunford podcast: Want to make your product stand out in a crowded market? It all starts with great positioning. Using April’s battle-tested methodology, she'll teach you the nitty-gritty of positioning so that you can unlock better marketing and sales performance.
Podcast website: https://www.positioning.show/
Subscribe on Apple Podcasts: https://apple.co/3PFHcWx
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Subscribe on YouTube: https://www.youtube.com/@positioningshow
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This episode was produced by Story On Media & Marketing: https://www.SuccessWithStories.com
Positioning with April Dunford 
