Forget the Funnel Media Kit
About Forget the Funnel
Here's what we know after over decades helping to grow multi-million dollar SaaS companies: the answer to nearly every growth-related challenge you or your team experiences can be found in your best customers’ heads. You don't need to waste time on costly guesswork and empty best practices.
We developed the Customer-Led Growth™ to do just that. And then we wrote a book about it.
About Forget the Funnel
Here's what we know after over a decade of helping to grow multi-million dollar SaaS companies: the answer to nearly every growth-related challenge you or your team experiences can be found in your best customers’ heads.
You just need a process for gathering customer insights and operationalizing them for your team to turn them into revenue-generating customer outcomes.
Learn more
Short Bio
Georgiana is a strategic advisor, author and speaker who's passionate about turning customer value into revenue-generating outcomes. Marketing online since 2000, she began her track record as a marketing executive and product growth advisor in 2010 working with high-growth, B2B SaaS like Unbounce, Sprout Social, Bitly, Appcues, SparkToro, Invoice Simple and more.
About me
I've been building and launching brands online since Y2K was a thing. In 2009, I started working with tech startups and SaaS companies and never looked back.Because SaaS lives and dies by the value delivered to customers — and retention over time — marketing's impact on revenue extends far beyond the more traditional acquisition focus. In SaaS, marketing (whether you call it that or not) has a huge role to play, and a critical seat at the table. To me, that makes marketing & CX in tech one of the most innovative, interesting, and increasingly in-demand areas of specialization.
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It was while leading Marketing for Unbounce (a largely marketing-led SaaS) that I discovered customer experience mapping. One where the entire relationship with customers — from experiencing the problem to engagement and expansion — is measured not based on transactional moments and business metrics, but instead on customer’s success milestones.
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I realized that if I could operationalize the process of helping customers reach their goals, we'd reach ours. And we did. The following year, we grew revenue nearly 900%.
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Since then, I've worked with SaaS teams like Sprout Social, Appcues, Bitly and dozens more to take customer insights and turn them into revenue-generating outcomes.
Ask me about
- The origins of Forget The Funnel (and why funnels are bad for business)
- What Customer-Led Growth is and why it comes before all other growth models (like product-led, sales-led, marketing-led, or community-led)
- How companies can become more product-led
- The role of Product Marketing
- Mobilizing your team to identify revenue drivers and build high-impact customer experiences
Short Bio
Since 2014, Claire’s been helping SaaS companies grow to multi-millions in ARR by leveraging customer insights to fuel marketing and growth programs. She’s spoken internationally about the impact of taking a customer-led approach, delivering presentations and training to audiences of founders, VC-backed teams, and enterprise executives.
About me
I've always been drawn to the process of uncovering hidden stories and crafting narratives. While these skills are a pretty obvious requirement in journalism (where I assumed for years I'd build my career), it wasn't until life took a major turn — and I began leading marketing at Calendly — that I really understood how critical those skills are to business growth, as well.
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It was during those years at Calendly that I first learned about Jobs To Be Done: a research process that helps uncover a customer’s motivation for buying a product.JTBD put language around a concept that I inherently "got," but had previously lacked the vocabulary for: that people "hire" a solution to improve their own life in some way, and they "fire" that solution when it no longer serves them (then switch to something else). Your product is just one little hire-able, fire-able detail in that person's larger narrative — their life.
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I realized that if a company can stop talking about its own product, and instead tie its product to customers' needs and desires, that company will win more business.Since then, I've used the JTBD process to help dozens of companies — including Wistia, FullStory, MeetEdgar, and many others — uncover the hidden stories of their customers' experience (why customers "fire" old solutions and decide to "hire" those companies), and weave those stories into customer-focused growth strategies & marketing narratives — to the tune of record-breaking new user signup rates and trial-to-paid conversion increases.
Ask me about
- The origins of Forget The Funnel (and why funnels are bad for business)
- What Customer-Led Growth is and why it comes before all other growth models (like product-led, sales-led, marketing-led, or community-led)
- Customer research to identify powerful messaging that converts website visitors into high lifetime value customers
- The Jobs-to-be-Done Theory and why it’s a powerful marketing tool
Success stories to ask us about
 website signups
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Background
In July 2017, Gia and Claire launched the Forget The Funnel workshop series, with the goal of chipping away at the big marketing problems they repeatedly saw SaaS companies face: namely, tech’s anti-marketing bias, which often results in an under-estimation of marketing’s value, combined with a severe lack of senior tech marketing talent. Since then, their workshops, training and pro membership have helped 10,000+ marketers and founders get out of the weeds, think more strategically, and directly impact revenue for their companies.
While running Forget the Funnel together, they realized they each held a piece of the scalable growth puzzle: Claire's expertise comes from years of helping SaaS companies gather deep customer insights and uncover their customers’ jobs-to-be-done. Meanwhile, Gia’s expertise is the result of having operationalized customer value to help high-growth companies rapidly scale their marketing programs and their teams.
Simply put, Claire knows how to get the critical insight needed to inform an impactful growth strategy; Gia knows how to apply it.
Two years later, prompted by an influx of companies needing both skill sets, Gia and Claire joined forces also consulting for B2B SaaS companies. They grafted their methods into one cohesive, repeatable process and gave it a name...
To date, the Customer-Led Growth Framework has helped thousands of marketers, founders, execs, and consultants get out of the weeds, think more strategically about marketing, and meaningfully impact revenue growth.
