Positioning with April Dunford

Customer-Led Growth: Why Funnels are Outdated with Georgiana Laudi

17 snips
Oct 3, 2024
Georgiana Laudi, founder of Forget the Funnel and author of a book on customer-led growth, challenges traditional marketing funnels as outdated. She emphasizes the necessity of understanding customer experiences beyond the funnel, advocating for a focus on customer-led strategies. Georgiana discusses the significance of mapping customer journeys and the impact of effective onboarding on growth. She also highlights the importance of tailored KPIs to measure customer success and the value of targeted messaging aligned with customer needs.
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INSIGHT

Funnel Failings

  • Traditional sales funnels offer a limited view of customers, hindering effective optimization and conversion improvement.
  • They omit crucial pre- and post-sale experiences, especially vital for recurring revenue businesses.
ADVICE

Customer-Led Growth

  • Understand your customer's journey by mapping critical moments of value and milestones in your relationship.
  • Operationalize this understanding to make better decisions and optimize their experience.
INSIGHT

Recognizing the Need for Customer Journey Mapping

  • Common problems include lack of customer knowledge and team misalignment on ideal customer profiles. Stalled or inconsistent growth also signals the need for better customer understanding.
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