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Customer-Led Growth™

Say goodbye to guesswork and make smarter decisions that drive predictable revenue.

What is Customer-Led Growth™?

Customer-Led Growth™ (CLG) is a strategic approach that leverages customer insights to qualify and quantify customer value, then operationalize and optimize the end-to-end customer experience.
Customer-led growth does not presume what marketing, sales, or product experience your business should offer. Rather, it begins with creating organization-wide understanding around what experience is most appropriate for the company's best customers. Value to customers is then delivered — whenever, wherever, and however they need it — throughout their relationship with the company.


In a customer-led organization, both customer-facing and technical teams rely on KPIs representative of value to customers (rather than business metrics), above all else, to build acquisition, engagement, retention, and expansion strategies. Companies who unambiguously and rigorously qualify and quantify the value created for customers across the organization will thrive.

Deeply understanding your best-fit customer influences whether you implement strategies that are product-led (like Slack, Ahrefs), sales-led (like Salesforce, Marketo), engineering-led (like Facebook, Stripe) or marketing-led (like Buffer, Drift).

We wrote the book
on Customer-Led Growth™

Say goodbye to guesswork.


You'll learn the systematic, repeatable method we use to help companies — like Bitly, dbt Labs, Sprout Social, FullStory, Wistia, Appcues, EverCommerce, and hundreds more — calm the marketing chaos and hit ambitious revenue targets.
Buy your copy
A must read for founders!
April Dunford
·
Author & Positioning Expert

The Forget the Funnel Podcast

If you're a SaaS founder or exec looking to help your GTM teams make smarter decisions that drive more predictable revenue — because you know what got you here won't get you there — this show is for you.
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When you need answers quickly

We work with SaaS and AI teams who...

Have happy customers, but you struggle to cut through the noise and acquire new ones
Know there’s a ton of growth levers you could pull, but aren't sure what to prioritize
Have low (or slowed) signups, conversions, worrisome churn or have hit a revenue plateau
Offer a robust, feature-rich product, but most customers only use a fraction of the feature set
Serve a broad range of customers without alignment on which ones have the highest growth potential
There's been a shift in the market and you need to adapt your positioning, messaging & team accordingly
Pretty well every team faces at least one of these challenges as they grow. When it's your team...
Work with us
Trusted by best-in-class tech companies
want to learn more?

Customer-Led Growth Resources

Allie Hitchcock

Customer Marketing Manager at Loom

Customer Marketing Lessons Learned at Loom

Expert Interview

Adrienne Barnes

B2B SaaS Content Strategist

How to Develop and Advocate for a B2B SaaS Content Strategy

Expert Interview

Justine Jordan

Head of Marketing at Wildbit

Mastering Customer Engagement, Retention & Monetization with Justine Jordan

Expert Interview

Georgiana Laudi & Claire Suellentrop

Forget The Funnel

Template: Customer-Led Growth Modeling Sheet [Google Sheet]

Tool

Georgiana Laudi & Claire Suellentrop

Forget The Funnel

[Live Replay] How to Identify Your SaaS' Most Critical KPIs

Live Session

Georgiana Laudi & Claire Suellentrop

Forget The Funnel

[Live Replay] Improving Your SaaS' Free to Paid Conversion Rate

Live Session

Hiten Shah

Co-founder of FYI

How FYI Operationalizes Customer Research for Product Strategy

Expert Interview

Georgiana Laudi & Claire Suellentrop

Forget The Funnel

[Live Replay] Identifying & Prioritizing Your SaaS' Best Opportunity for Growth

Live Session

Patrick Campbell

CEO of ProfitWell

Why Asking "Why" Drives More Revenue From ProfitWell's Customer Experience

Expert Interview

Next

Stop wasting time with best-practices and guesswork.


We help align your cross-functional teams & prioritize initiatives to accelerate growth (and revenue).

Book an intro call
Trusted by best-in-class SaaS and AI brands
"We learned so much. The organized structure of the workshop, from processing customer insights to solutions brainstorming, helped align our team quickly."
Abhijeet Vijayvergiya
·
Co-Founder & CEO, Nektar
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