Customer-led growth | Georgiana Laudi (Forget The Funnel)

The problem with funnels and pirate metrics, and you know, the the favorites that I love to pick on are like NQLs and SQLs. And so like, Nobody knows what those mean. It puts every customer in like these the same sort of buckets. It assumes that all customers and all products are the same. It puts businesses or they, I should say, puts businesses at the center of

the business versus putting customers at the center, right? It's about the value to the business of the value to the Customer that's being measured. Also, it just kind of feels gross for people. Right, like this idea of

Pushing people through a funnel. And then probably uh a particularly relevant for SaaS companies is that recurring revenue businesses. You cannot think about, you know, marketing and growth and and the business overall as ending an acquisition, otherwise you're not in business anymore. And the vast, vast majority of these models.

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