We wrote the book on customer-led growth

Say goodbye to guesswork.

This book will teach you the systematic, repeatable method we use to help companies — like Sprout Social, FullStory, Wistia, Appcues, SparkToro, and many dozens more — calm the marketing chaos and hit ambitious revenue targets.


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.

Lenny Rachitsky

Writer, investor & product advisor

For many B2B SaaS companies, marketing is an ongoing struggle. It often goes like this: the person accountable for marketing and growth, whether the CEO or a dedicated marketing lead, tries everything they can think of to predictably drive new traffic, leads, and signups.

But still, revenue growth is...lumpy. Slow. Inconsistent. The arrow on the chart goes up and to the right some months, but other months, it dips. And no one can really say why.

If this sounds like a description of your day-to-day, please know: it’s not that the ideas or tactics you’re trying are bad or wrong. The real problem is, you’re guessing.

The information you actually need to fix inconsistent, unpredictable growth is found in one place: inside your best customers’ heads. This book will help you unlock it.

This book will show you exactly how to...

1. Learn from your best customers and turn data into insight
2. Map and measure your customer's experience
3. Find, and align on, your company's biggest levers for growth

We call this three-phase process the Customer-Led Growth Framework. It’s the systematic, repeatable method we use to help companies—of all sizes and at all stages of growth—calm the marketing chaos and hit ambitious revenue targets.

Part 1: Forgetting the Funnel
  • 1. Why You Should Read this Book
  • 2. Building Your Customer Led Team
Part 2: Getting Inside Your Customers' Heads
  • 3. Learning from Customers
  • 4. Learning from Future Customers
  • 5. Identifying the Customer's Jobs-to-be-Done
Part 3: Mapping the Customer's Experience
  • 6. Deconstructing the Customer Experience
  • 7. Identifying Customer Led KPIs
Part 4: Operationalizing Your Customer Insights
  • 8. Bridging Customers' Success Gaps
  • 9. Integrating and Iterating Customer-Led Practices
  • 10. What Got You Here Won't Get You There

Kind book reviews from super-smart people

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.

Allison Esposito Medina

CEO & Founder, TechLadies

Forget the Funnel is a must-read book for anyone who wants to unlock explosive growth for their business. It’s especially true for PLG companies because you can’t be truly product-led if you’re not first customer-led.

In this book, Gia and Claire reveal the step-by-step and battle-tested framework that they’ve used at Unbounce, Calendly, FullStory, Wistia, and more. This book will inspire and equip you with actionable steps to take, critical changes to make, and processes to improve all geared to deliver a world-class customer experience. Don’t just buy just one book. Buy it for your team, your whole company, and any colleagues you want to succeed!

Ramli John

Author of Product-Led Onboarding

This is super cool. I love template-heavy resources like this. Y’all made something great.

Kai Davis

SEO Strategy Consultant for ecommerce businesses

Wow, this is WAY more comprehensive than I was expecting!

Samuel Hulick

Founder, Self-Serve SaaS & long-time SaaS growth consultant

I just finished reading Chapter 1, and I can tell this book will be so practical - that I can learn from your hands-on experience, codified in an actionable framework. This is what I've been looking for. Thank you so much for writing this book.

Vinh Tran

CEO at Enlab Software

Sweet Baby Jane this thing is massive — it’s another book!! Please tell me you’re going to charge for this.

April Dunford

Startup executive & prominent positioning expert

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.

Chris Lema

Chief Product Officer & Coach

This book 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.

Margaret Kelsey

Founder at TatcCo, formerly OpenView, Appcues, InVision


About the Authors

Georgiana Laudi

Georgiana is strategic advisor, mentor, & speaker who's passionate about helping teams turn customer value into revenue-generating outcomes. Gia has been launching and building B2B and B2C brands online since 2000. In 2010, she began her track record as a marketing exec and product growth advisor working with successful high-growth recurring revenue startups, and never looked back.

Claire Suellentrop

Since 2014, Claire has been helping SaaS companies go from pre-revenue to multi-millions in ARR by leveraging customer insights to fuel marketing & growth programs. She’s spoken internationally about the impact of taking a customer-led approach to business growth, delivering presentations and training workshops to audiences of bootstrapped founders, VC-backed teams, and enterprise executives.

Finally take a systematic, customer-led approach to growth