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Startups For the Rest of Us
Episode 636 | A Customer-Led Approach to Driving More Recurring Revenue
Nov 22, 2022
Claire Suellentrop, a co-author focusing on customer-led growth, and Georgiana Laudi, co-founder of a consulting firm for startups, discuss their new book, which promotes a customer-centered approach to building recurring revenue. They explain why they titled the book 'Forget the Funnel' and outline a three-step strategy for unlocking customer-led growth. Key insights include engaging future customers and operationalizing insights for sustainable revenue. Real-world examples illuminate how to adapt business strategies based on customer feedback.
27:26
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Quick takeaways
- The podcast discusses a customer-led approach that prioritizes understanding customer motivations and mapping experiences to drive recurring revenue.
- It emphasizes the necessity for companies to adapt their strategies continuously by engaging with both current and future customers to identify unmet needs.
Deep dives
Customer-Led Growth Framework
The book emphasizes a customer-led approach to generating predictable revenue, moving beyond the traditional sales funnel model. It introduces a three-phase framework focused on genuinely understanding customers, mapping their experiences, and identifying opportunities for growth. This approach highlights the need for companies to see the marketing process as continuous, where customer retention and expansion are just as vital as initial sign-ups. By rethinking marketing in this way, businesses can better align their strategies with customer needs and preferences, ultimately fostering sustainable growth.
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Discover
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Listen to the best highlights from the podcasts you love and dive into the full episode