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. — 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 — 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/  — 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 — 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.  — 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: a...