You can follow playbooks.
Or you can lead your customer.

Marketing advice is too often full of fluff and BS tactics that might have worked for one person/company but doesn't really apply to you. Claire and Gia have done a great job of helping us realize there's no magic silver bullet, but a series of processes, decisions, and focus instead.

FTF helped us in 3 major ways: first, we have differentiated positioning & clear messaging to implement across all marketing. Second, we have an action plan for growth backed up by research (which I love)! Third, the Messaging Guide is now our pillar for brand clarity across the whole company. Our workshop was so great. Thank you, team!

Taking a customer-focused approach to growth sounds like common sense—but there aren’t many resources that actually unpack the process of HOW to do it.

Forget The Funnel gives leaders a practical, step-by-step guide to building an impactful, informed growth strategy, and connecting the dots between strategy and their daily work. It also includes dozens of real-life case studies, examples, and concrete ideas you can move on the same day. A very high ROI book.

I just accepted an offer to be Baremetrics' Head of Growth and I wanted to say thank you. Thank you, because FTF has been invaluable to me in growing and learning as a marketer. Gia and Claire and all the resources they provide have helped take me from a digital marketer with my hands in everything to leader at an amazing SaaS company.

The deliverables Forget The Funnel provides are really strong. The summary of the research is informative, as is the map of how our ideal customers engage with us. These resources are especially helpful as we rapidly bring on new team members.

The ROI on Forget the Funnel's advisory will be there in spades with every decision we make moving forward. During her time as our marketing & growth advisor, Beth helped us frame critical principles across the business that we'll re-use and share companywide. The tools she equipped us with are a forcing function to keep us in service to our best customers. In just 3 months, Beth left us smarter than we were before.

The conversations I have with exec decision makers are on a totally different scale now, thanks to CLG. This framework has given me the confidence and structure to help SaaS companies get value from operationalizing around the customer, not the product. Getting certified in CLG has truly elevated my approach as a growth strategist, and benefits my clients as a result.

I wish we’d hired Claire years earlier. She would’ve saved us so much time — not only on figuring out what activities to pursue in our marketing, but also on understanding who our real ‘power users’ are, and what actually sets us apart from competitors (in our customers' eyes, not ours). We were making a lot of decisions in the dark. Now, we’re experimenting with messaging based on words straight from our customers’ mouths, and we’re brainstorming marketing campaigns with more confidence than ever before.

I'm impressed with the depth of analysis and the data that was presented. We respect people with strong points of view, particularly when those points of view are backed by data.

Everyone has an instinct around listening to your customers and learning to leverage their insights in your product. But it’s only after reading Gia & Claire’s book that you come away with the full process. Those who do it will have a measurable advantage over those who are winging it.

This is the new gold standard and the questions in chapter three will be memorized by product and product marketing teams from now on. I’m going to have to give this book to every product team I lead and every coaching client I have.

Messaging has historically been difficult for us to nail because we’ve been so close to our product for so long. FTF gave us the outside perspective we needed. It's a relief to have experts come in and provide fresh recommendations.

I was so impressed at the FTF team’s understanding of our product, and their ability to have meaningful, nuanced discussion about what’s best for our business. 

‍Their experience and dedication to making recommendations based on data gave us so much confidence.

Forget the Funnel fills in the gaps for marketers and makes *actual sense* out of some of the seemingly trickier pieces of our jobs. Plus, the length of each episode and the regularity of the events make it an easy win for my calendar and my attention span.

I would 110% recommend working with the Forget the Funnel team. I've already recommended them to a few other founders!

This team does a deep dive into your company and establishes all the opportunities you’re currently leaving on the table. Their expertise has brought so much value to us already – and we haven't even finished implementing all their recommendations yet.

I know how to build great products, but I know very little about great marketing. Gia came on and organized all the work to be done including positioning, messaging, customer onboarding and journey development. It's with her guidance and efforts that we could ensure that our time as an organization was being spent wisely. If you have a full-time marketing person on board who needs strategic guidance, Gia is a very senior talented (and awesome person) to lead your efforts. Hire her if you can.

I'm so proud of the results my team has achieved using the Customer-Led Growth Framework. They've uncovered customer insights that enabled me to align our marketing programs with the company's larger strategy, and to set ourselves up for sustainable success. We're now on track to raise a Pre-Series A round by the end of the month!

We were feeling split: pulled in many different directions without clarity on where to focus. After working with Claire, we could clearly see...The types of customers who used our product, what they cared about, and what they were actually interested in buying. The priorities of our best customers, and how we could better communicate the ways we help with those priorities. Ideas for new messaging and copy, which would go on to help us with conversion rates and overall marketing strategy. She is a powerhouse for companies trying to get to that "next milestone" — she'll make you money, while saving you the time of trying to figure out how to do it.

Claire and Georgiana truly care about helping marketers to think about strategy first and win at their job. They love what they do and it transpires in everything they do.

Some things are greater than the sum of their parts, and the Customer-Led Growth Framework Gia and Claire have built is one of them. Combining their backgrounds and years of expertise into one repeatable process is like 1 + 1 = 3. An essential read for anyone in charge of growing & scaling a business.

"Working with Forget The Funnel doesn’t just give you rich customer insights. It provides you with actionable steps to take, critical changes to make, content, and processes to improve—all geared to improving customer’s experience and increasing the value your product provides.

My team paid tens of thousands of dollars to work with Forget The Funnel, and we earned every dollar back tenfold.”

‍

I'm a CEO and founder. My team and I decided to pivot and rebuild our product, and I invested in the program to help us develop a solid growth strategy.

While working toward our relaunch, we completely rebuilt our website, documentation, branding, and of course, go-to-market strategy. We also changed our pricing model three times based on customer feedback we gathered as a result of the program, and our newest pricing model has made a huge impact on our growth.

I want to thank Gia and Claire for this program: it was the best money I've spent!

Customer data in the aggregate is important, but we encountered limitations. In the aggregate, you simply can’t get close enough to your customers to understand the nuance and subtle details that actually matter a lot. Without that nuance, you have to make a lot of assumptions.

Enter Forget The Funnel, and our perspective shifted. It wasn't about turning away from data or experimentation; it was about elevating them both. By integrating nuanced customer insights, we not only continued our data-driven approach but also amplified the effectiveness of our experiments, aligning them more closely with the diverse needs of our customer base.

Customer-Led Growth elevates marketing from a sum of tactics to the strategic process it deserves to be. Implementing the Customer-Led Growth Framework democratizes customer understanding, creates a shared language for your team, and unlocks the best ideas—because you’re unlocking all of the brains at your company. It’ll be my go-to playbook for years to come.

"One thing I see with clients all the time is that they face down months for revenue, almost at random. Figuring out how to create steady growth is always a challenge.

Gia and Claire have been in the marketing game for a long time. They’re both super helpful to startups and also those learning marketing at the early stages of growth."

We learned so much in our Growth Sprint workshop. The organized structure of the workshop, from processing customer insights to solutions brainstorming, helped align our team quickly. We’re keen to put Forget The Funnel’s recommendations into action.

What Forget The Funnel did for us in one week would have taken us months to produce ourselves. I can't describe how brilliant it was not only having their guidance on our growth strategy, but also having them do the heavy lifting and handing us all the deliverables needed to execute on a silver platter. That's invaluable at this stage of building a business. Additionally, I'm excited that this work will help every single person in our organization -- including future hires -- understand how to communicate to our customers and prospects and help us grow.

I needed to add strategic marketing wisdom to our team. I wanted to grow our sales, and to have a partner with whom I could discuss marketing at a strategic level. I didn't know what I didn't know, and I wanted someone who had been through this before. Gia quickly sized up Tiller and started adding value. She accelerated my own learning curve, helped us hire our marketing lead, and made an outsize impact. She delivered in customer success and helping to develop a company strategy, too. I'd definitely recommend working with Gia, she is quick to add value and will accelerate your marketing smarts. And she's fun to boot!