In today’s episode, Georgiana Laudi and I explore the failings of traditional sales funnels and why companies should instead focus on a customer-led approach to growth.

My guest, Georgiana Laudi, is the ultimate marketing guru with a passion for turning customer value into cash for SaaS companies. She helps SaaS leaders grow smarter through her consultancy, Forget the Funnel. 

You will learn: 

* Why traditional funnels are lazy and ineffective for understanding customers.

* The concept of customer-led growth and how it differs from funnel-based approaches.

* The importance of mapping critical moments of value in the customer journey.

* The pitfalls of ignoring pre- and post-funnel customer experiences.

* How to align teams around a profound understanding of customer needs.

* The role of KPIs in tracking customer success, not just business success.

* Why optimizing customer onboarding can lead to dramatic improvements in growth.

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If you want to skip ahead: 

02:30 - Why Funnels Don’t Work

06:45 - Introducing Customer-Led Growth

12:30 - Mapping Customer Journeys

17:15 - Jobs to Be Done: A Game Changer

23:10 - The Importance of Onboarding

28:00 - Measuring Success: KPIs That Matter

35:30 - How to Focus on the Right Customers

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Learn more about Georgiana Laudi and her Forget the Funnel team: https://forgetthefunnel.com/ 

Connect with Georgiana on LinkedIn: https://www.linkedin.com/in/georgianalaudi/ 

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Connect with April Dunford and learn about practical positioning that accelerates marketing and sales: 

Work with April: https://www.aprildunford.com/contact 

April’s newsletter: https://aprildunford.substack.com/ 

April’s LinkedIn: https://www.linkedin.com/in/aprildunford/ 

April’s Instagram: ⁠https://www.instagram.com/aprildunford/ 

April’s Twitter/X: https://twitter.com/aprildunford 

April’s TikTok: https://www.tiktok.com/@positioningshow

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Mentioned in this episode: 

* Georgiana Laudi and Claire Suellentrop’s book, Forget the Funnel: A Customer-Led Approach for Driving Predictable, Recurring Revenue: https://amzn.to/3QOTP2z 

* The Jobs-to-Be-Done methodology. 

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Get April Dunford’s books and audiobooks: 

“Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It.”

“Sales Pitch: How to Craft a Story to Stand Out and Win.”

Amazon US: https://amzn.to/49l0ZRY 

Amazon Canada: https://amzn.to/4ac9hgt 

Amazon UK: https://amzn.to/3vosDzQ

Apple Books: https://apple.co/3xihSzC

Google Play: https://play.google.com/store/search?q=%22April%20Dunford%22&c=books 

Barnes & Noble: https://www.bn.com/s/%22April%20Dunford%22   

Bookshop: https://bookshop.org/contributors/april-dunford 

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The Positioning with April Dunford podcast: Want to make your product stand out in a crowded market? It all starts with great positioning. Using April’s battle-tested methodology, she'll teach you the nitty-gritty of positioning so that you can unlock better marketing and sales performance.

Podcast website: https://www.positioning.show/ 

Subscribe on Apple Podcasts: https://apple.co/3PFHcWx 

Subscribe on Spotify: https://spoti.fi/4aqyDqI 

Subscribe on YouTube: https://www.youtube.com/@positioningshow 

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This episode was produced by Story On Media & Marketing: https://www.SuccessWithStories.com