The Experience Edge Ep.24 - Jobs to Be Done, Actually Done - Georgiana Laudi
From rethinking growth strategy to redefining what it means to be truly customer-led, Gia Loudi brings a sharp lens to how tech companies build around customer experience. With deep roots in B2B SaaS and a track record that spans Bitly, Sprout Social, and her own advisory work, she champions a foundational approach to CX that starts with one powerful question: What does your best customer really need?
In this episode, Gia unpacks the system behind customer-led growth, the overlooked power of jobs-to-be-done research, and why AI is no substitute for human insight. She shares how companies accumulate CX debt, why product marketing is often the unsung hero, and how mapping customer leaps of faith can unlock sustainable growth.
Guest Bio
Gia Laudi is a growth advisor, author, and speaker who helps high-growth B2B SaaS companies build sustainable, customer-led strategies. As co-author of Forget the Funnel and host of the podcast by the same name, she brings a grounded, systems-based approach to operationalising customer experience across marketing, product, and success teams.
With over a decade of experience at companies like Bitly, Sprout Social, SparkToro, and more than 100 startups, Gia specializes in translating customer insights into repeatable growth systems. Her methodology, rooted in jobs-to-be-done research and customer experience mapping, empowers organizations to reduce guesswork and realign around the true value customers seek. Passionate about cutting through the noise, she’s reshaping how tech companies think about CX - from intuition to insight, and from chaos to clarity.
Chapters
00:00 Introduction to Gia Laudi and her CX work in B2B SaaS
01:54 Rethinking CX mapping: Beyond transactional journey maps
07:50 Inside the customer-led growth system
11:59 Defining "leaps of faith" in the customer journey
18:36 CX debt: What it is and how to spot it
22:07 Who should own customer experience in SaaS?
25:56 Can AI replace human-led customer research?
43:13 Operationalizing the customer experience map
47:33 Why jobs-to-be-done must anchor your research
49:37 The opportunity of AI in organizing customer insights
55:10 Final thoughts: Re-centering strategy around real customer value
Jochem’s Profile - https://www.linkedin.com/in/jochemvanderveer/
Georgiana's Profile - https://www.linkedin.com/in/georgianalaudi/