Admittedly, I'm only a third of the way into this book as I leave this review - but that's how fantastic it is. I have read way too many business books that spend the first three chapters talking about what they're going to talk about; by the end of the book, your notepad is empty. My notebook so far? Six full pages. And I'm only a few chapters in! Without giving too much away, this book is all about building a growth strategy around listening to your best customers. (Not buying checklists of marketing tactics. Not reading a blog post for a list of ideas. Not asking ChatGPT what to do.) And that's one of many takeaways so far --- the kind of takeaway that most other people would write an entire book around. *Listen to your best customers, and use that as the foundation of your growth strategy.* With examples of marketers who have successfully done this. That's all I've got for now! Going back to read the rest. Give it a shot - I got the Kindle version on sale and, like, this is the kind of stuff that should be in a thousand-dollar course. You have nothing to lose here.

If you read just one book this year, this should be it. It is a must read for anyone in SaaS and WOW do I wish it was around when I first started out in marketing! Congratulations Claire Suellentrop & Georgiana Laudi for launching the BEST book on the market!

This book is a must-read for founders, marketers or product folks looking to grow their business by getting a deeper understanding of customers. Great stuff from a pair of highly experienced senior marketers.

You can’t afford not to read this book. Customer research is just the beginning: If you want to grow your product sustainably while scaling fast, you need a plan. Better yet, a clear, step-by-step process for operationalizing customer insight and turning it into a growth strategy that works. Georgiana Laudi and Claire Suellentrop will show you how. Forget The Funnel The Book is practical and actionable knowledge at its best. Marketing, product, founders, and solopreneurs can all benefit! (When I found out about Customer-Led Growth, it revolutionized my work and forever changed how I looked at marketing and growth.) Everything outlined in the book is realistically achievable, regardless of what your company looks like. You’ll walk away with heaps of homework and a defined path toward driving growth that you can predict and control (most of the time). Go read it! #customerledgrowth

The process in this book helped take my startup from struggling with churn and inconsistent pipeline to knowing how to keep clients longer and have steady year-over-year growth. When I left that startup and shifted to a $100M+ ARR organization, the same process helped us shift from having significant peaks and valleys in our pipeline to having fairly consistent performance while also informing the product strategy in a significant way. My background blends product, inbound, and growth marketing disciplines and I've seen the benefits of this book in each area. Without a doubt, this will be a foundational marketing book for generations of marketers. As you read this book, be careful to take it as a step-by-step process. Don't leave anything out or do it halfway. Skipping over any part puts you at risk of going backward instead of progressing in your business. Commit to the process and be patient with it. If you get stuck, join the Forget the Funnel community and they'll help get you unstuck!

Forget the Funnel is a must-read book for anyone who wants to unlock explosive growth for their business. It's especially true for PLG companies because you can't be truly product-led if you're not first customer-led.

If you're a SaaS company looking to predictably grow your revenue, you'll want to get and read this book before your competition does. The book is jam-packed with ideas and concepts to connect with your ideal customers on their terms and validate the real value they get from your product - instead of letting not-quite-accurate assumptions lead your marketing astray. How do I know all this? I've already read the book! Claire Suellentrop and Georgiana Laudi were gracious enough to provide me with an advance copy. I've consumed it cover to cover. I love a good book - and I read a lot of them. I can say with certainty that you'll want your highlighters and sticky notes at the ready. You'll definitely want to take notes because all the advice and the frameworks are super actionable, no matter how big your team or business is.

This is the best book I've come across to operationalize and optimize the end-to-end customer experience based on qualitative and quantitative customer value. As someone who was new to SaaS sales and marketing, I became overwhelmed by the "push" strategies that are largely grouped under the "funnel" approach. The Customer-Led Growth approach pairs nicely with Bob Moesta's "Demand-Side Sales" framework and the overall idea of creating "pull" by leveraging Jobs to be Done. This type of "metanoia" or mindset shift needs to become more prevalent in growth strategy conversations.

I'm professionally-offline for a bit but wanted to jump on to point any marketing/growthy types to Claire Suellentrop & Georgiana Laudi's brand new book: Forget the Funnel! lnkd.in/efpND_Jk ... full of - frameworks you can actually use every day to make a bigger impact - real-life SaaS examples to learn from - inspiration for creative ideas rooted in value, not guesswork. Even if you feel customers are your compass — both (1) knowing your customers in a leverage-able way and (2) turning that customer understanding into impact isn't exactly easy or self-evident. And this book is a quick but comprehensive how-to for customer-led growth. It was such a relief to meet Gia & Claire in what was still somehow the heyday of "growth hacks". I return to and point folks to the Forget The Funnel resources all the time and now it's so cool to see their approach written out in a book! Congrats you two!!

This book completely changed how I think about growth for SaaS companies. I took their Customer-Led Growth Certification and got to experience this book live, and I remember my mind being blown when they discussed defining customer-led KPIs. Growth is so much more than just "interviewing customers" and "throwing spaghetti at the wall and seeing what sticks." Claire and Gia walk you through real-life examples of how to leverage customer insights to find growth opportunities while also giving you ways to operationalize around closing those gaps and generating value for customers on an ongoing basis. I highly recommend it for marketers, founders, and pretty much any leader of growth in a software or SaaS company. Thank you Claire and Gia for this incredible resource! The future is certainly customer-led!

One of the reasons I love this so much: has many of the ingredients I've personally found to be so effective, speed things up and rely on. Like: Understand the customer -> Map & measure their journeys to get their jobs done -> Execution: improve the gaps Customer -> Strategy in tangible form -> Execution #customerfirst Georgiana Laudi & Claire Suellentrop's process: "Forget the funnel" ie "#customerledgrowth" ie map & measure the customer's job to get done. - Understand your best customers - Focus on their job to get done - Map the journeys to get it done - Journey metrics - Improve the real world gaps in those metrics Buy it: lnkd.in/eUyCM_ck Lenny Rachitsky & Georgiana Laudi chat about it on Lenny's podcast: lnkd.in/eattmjaA #customerResearch #VOC #jobstobedone #jtbd #positioning #marketingstrategy #messaging #strategy

"A customer led approach for driving predictable, recurring revenue." Finally, a book that shares real examples of how to build a growth engine rooted in customer research. SaaS leaders - buy this book, share this book, and read it multiple times. Instant ROI, for serious 👇 Congrats on the launch Georgiana Laudi Claire Suellentrop and more so THANK YOU for writing this book!! 🚀

Thank you to Jay Acunzo for recommending 'Forget the Funnel' by Georgiana Laudi & Claire Suellentrop 🙌 More than ever we are living in an 'experienced economy' and this book brilliantly guides readers through a process of cooking up a curated 'customer focused' meal, menu and overall experience 😋 My 5️⃣ takeaway snippets from the book are... 🍝 Many marketing teams operate in a haphazard way, flinging ideas around like spaghetti, trying to see what sticks. But scrambling like this is no way to generate long-term growth. 🧠 Neither demographic data nor product data tell you what’s inside customers’ heads. Instead, you want to create a documentary of your best customer’s journey. 🗺️ Your typical buyer journey map breaks down into three buckets: awareness, consideration, and purchase. End of story. This flattens all of the smaller steps your ideal customer actually goes through in their real-life experience. 🎯 And poorly set KPIs don’t only create internal dysfunction; they can also wreak havoc on your customer’s experience. 🌟 Up to now, you’ve had to guess, because the typical view of marketing as a “funnel” flattens your view of customers’ real experience. It gives you a starting point, sure, but eventually it just muddies up which opportunities your team should really pursue.

I had an opportunity to read an early draft of Claire Suellentrop and Georgiana Laudi's new book Forget the Funnel, which is available today! It's a great read that blends some great in-the-trenches stories with tactical how-to's. I highly highly highly recommend it for founders and marketers who want to demystify demand-side marketing - and for product people who want to learn how their colleagues are approaching growth. lnkd.in/gS5uUFA9

I have been following Forget the Funnel for a while online and when the book came out I ordered it because I knew its value for me and for the people I coach regarding commercialization topics. It's got such practical advice, tips and exercises for anyone who is in a SaaS business, but also for anyone who needs to understand how product development and commercialization work. I recommend this book to my clients any chance I get.

Here's me being all customer-led badassery. I'm excited to have received my copy of Forget the Funnel - *the* book for SaaS companies seeking a way to drive predictable recurring revenue. I've been a fan of Claire Suellentrop and Georgiana Laudi and the awesome community at Forget The Funnel they created for yeeeeaaaars. It's been helpful, both when I worked in-house as a marketer and now as a startup consultant. This book is full of SO much practical customer-led advice, many of which I have applied with my lovely clients. Oh, and I was also lucky to have been part of the very first cohort to study and implement the Customer-Led Growth accreditation. I've said it before and I'll say it again, Claire Suellentrop + Georgiana Laudi make me a better marketer.

If you're a SaaS company looking to predictably grow your revenue, you'll want to get and read this book before your competition does. It officially launches this week (May 9th), but you can pre-order it today. The book is jam-packed with ideas and concepts to connect with your ideal customers on their terms and validate the real value they get from your product - instead of letting not-quite-accurate assumptions lead your marketing astray. I love a good book - and I read a lot of them. I can say with certainty that you'll want your highlighters and sticky notes at the ready. You'll definitely want to take notes because all the advice and the frameworks are super actionable, no matter how big your team or business is.

There's been some chatter about this book within my network so I picked it up. So glad I did! I've read a lot of the 'must read' books in my 15+ years in SaaS, but this has added a lot to my repertoire. Using some of the templates already, highly recommend.

If you want to grow your product sustainably while scaling fast, you need a plan. A clear, step-by-step process for operationalizing customer insight and turning it into a growth strategy that works. Georgiana Laudi and Claire Suellentrop will show you how. Forget The Funnel The Book is practical and actionable knowledge at its best. Marketing, product, founders, and solopreneurs can all benefit!

This is a masterpiece in marketing communication., written by two current practitioners of common sense. The Customer Led Framework processes and tools that they outline along with the process to achieve both customer and supplier success are relatively easy to see, understand and implement for those with a basic sales and marketing background. It is not based on mind-numbing technospeak but on simple basic concepts and actions. I have read this twice and I would encourage any business operator to give it a look