Book Review
Your product is great. So why is marketing it so hard? Authors Georgiana Laudi and Claire Suellentrop have the answers, and importantly the solutions, in their new book, Forget the Funnel: A Customer-Led Approach for Driving Predictable Recurring Revenue. They understand that many companies struggle with marketing. Teams try everything they can to drive more traffic, leads, and signups. Yet revenue growth remains...lumpy. Slow. Frustratingly inconsistent. If this sounds familiar, the problem isn't you or your ideas; it's that you're guessing at what resonates with your target customers.
In Forget the Funnel, Georgiana Laudi and Claire Suellentrop share the Customer-Led Growth Framework they've developed to help companies of all sizes solve their product marketing struggles and hit ambitious targets. This framework helps you get inside your customers' heads, map and measure your customers' experience, and uncover which tactics will actually move the needle for your company. It's time to stop guessing. Forget the Funnel is your guide for thinking more strategically about marketing your product and making a meaningful impact on revenue growth.
Author Quotes
Our mission in writing this book is the same as the mission of our business: to help companies, especially in tech, be more customer-led - because it helps them deliver more value, be more successful, and be better places to work and grow.
This book will give you a blueprint for growth, so you can choose the tools that are actually right for your company, your team, and your customers.
This book will help you make better decisions about what to implement, when, and how. You’ll have a system for making these decisions and reaching more predictable, meaningful growth.
About the authors
Georgiana Laudi and Claire Suellentrop co-founded Forget the Funnel, a consultancy that helps SaaS teams reach and retain high lifetime value customers. Georgiana is a strategic advisor 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 recurring-revenue startups. Since 2014, Claire has helped SaaS companies grow to multiple 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.
Why LoA loves it…
Marketing can be hard when you are a business owner with ambitious goals but not necessarily the right marketing strategy, experience and insights to turn that vision into reality. That’s when having a powerful customer-focused marketing and sales strategy and framework for action is key. In Forget the Funnel by Georgiana Laudi and Claire Suellentrop, you have two experts on your side with insights and practical frameworks to help you navigate your way to sales success and customer growth. This is a must-read for every woman entrepreneur who is focused on making their marketing strategies and plans work for them, and importantly, work for their customers too. — Melanie Hawken, founder & ceo, Lionesses of Africa