Mobilizing Your Team to Turn Customer Insight into Revenue-Generating Outcome

How do you empower your team to make better decisions in their day-to-day work to increase conversions and drive more revenue?

Here’s the thing: Most companies claim to be customer-led. They say things like, “We talk to our customers all the time,” “Our CSAT scores are great," and “User testing is part of our DNA.” But actual customer-led growth means mobilizing your entire team around the ideal customer’s experience. Not piecemeal in Product, Marketing or CS.

If you’re going to mobilize a truly customer-led team, you need to know which pitfalls to avoid and how to set your team up for success so that they can take customer insight and turn it into revenue-generating outcomes for your business. 

On this episode of the Forget the Funnel podcast, Georgiana and Claire break down why Customer-Led Growth is such a powerful tool for driving revenue and how it helps your team break down silos and actually align around your ideal customer. They also share the challenges you might encounter when implementing CLG and how to navigate them.

‍Discussed:

• The benefits of Customer-Led Growth for teams and what it looks like to implement it well.
  
• The practicality of a CLG approach and how it helps teams build more relevant, resonant customer experiences to drive conversions, revenue, and all-around smarter decisions.
  
• Common traps that teams fall into when trying to implement — from practitioners who “go rogue” to having too many cooks in the kitchen — and how to avoid them.
  
  

Key moments:

1:32 - Georgiana describes what it looks like to implement customer-led growth, why a lot of companies that say they’re “customer-centric” are full of it, and the benefits of being truly customer-led.

4:44 - Claire digs into why CLG helps teams feel more connected to the customer and the power of a shared language across different departments. She also describes how it helped one customer to have Jobs-to-Be-Done language in real time.

7:00 - Georgiana shares how a CLG approach drives a better, more resonant customer experience, which, in turn, impacts conversion rates, revenue, and your highest-level business goals.

9:44 - Claire describes how adding one question to your sign-up form can be a huge win for customer-led growth and trigger more valuable and relevant customer experiences right away.

11:23 - The pair talks through some of the traps teams fall into when CLG goes wrong, starting with one person trying to push the project forward on their own without involving other stakeholders — AKA the lone wolf. 

17:01 - Claire talks about another challenging dynamic: stakeholders cycling in and out of a project due to turnover. Georgiana offers her take on why it happens and how to navigate it.

18:48 - You shouldn’t “lone wolf” customer-led growth, but involving too many stakeholders is a problem, too. Claire and Georgiana explore the challenges of having too many cooks in the CLG kitchen and share their firsthand experiences with it.

22:43 - Georgiana ends the episode by sharing practical advice on how to involve the right stakeholders in CLG, like creating a project brief and forming a CLG team at the start of the project.

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