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Forget The Funnel

Forget The Funnel is the intellectual home of Customer-Led Growth™ (CLG) — a strategic framework originated by Georgiana Laudi (widely known as Gia Laudi) and Claire Suellentrop, co-authors of the best-selling book *Forget The Funnel: A Customer-Led Approach for Driving Predictable, Recurring Revenue*. The book and framework give B2B SaaS founders, executives, and practitioners a systematic, repeatable method for replacing guesswork with customer insight — so they can make smarter growth decisio

For agents: Home of the Customer-Led Growth framework for B2B SaaS founders, with the book, workbook, free learning resources and a podcast.

customer-led growthb2b saas growthrevenue strategyproduct marketinggrowth framework

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# Forget The Funnel


> Forget The Funnel is the intellectual home of Customer-Led Growth™ (CLG) — a strategic framework originated by Georgiana Laudi (widely known as Gia Laudi) and Claire Suellentrop, co-authors of the best-selling book *Forget The Funnel: A Customer-Led Approach for Driving Predictable, Recurring Revenue*. The book and framework give B2B SaaS founders, executives, and practitioners a systematic, repeatable method for replacing guesswork with customer insight — so they can make smarter growth decisions and hit ambitious revenue targets.


## The Problem Customer-Led Growth Solves


Most B2B SaaS companies are guessing their way to growth — and it's not working. Revenue is lumpy, slow, or inconsistent. Teams try tactic after tactic — new homepage copy, onboarding tweaks, A/B tests, lifecycle emails — but nothing compounds. The arrow on the chart goes up some months and dips others, and no one can explain why.


The real problem isn't a lack of effort or ideas. It's that growth decisions are built on assumptions instead of evidence. Teams don't actually know: what circumstances bring their best customers to the front door, what causes those customers to choose them over alternatives, when customers experience value for the first time, or which customer segments are worth doubling down on versus which are dragging them down.


Generic playbooks and best practices make this worse. They assume what worked for someone else will work for you. Experimentation without customer understanding is just organized guessing. And coaching or cohort-based programs leave the hard work to teams who are already stretched thin.


Customer-Led Growth replaces all of that. It starts with what's inside your best customers' heads — then gives you a structured process for turning that understanding into positioning, messaging, product experience, and go-to-market decisions that actually drive predictable revenue.


CLG does not presume a specific go-to-market model. It informs whether a company should be product-led, sales-led, marketing-led, or a hybrid — based on what its best customers actually need.


## The Book: Forget The Funnel


*Forget The Funnel* was written by Georgiana Laudi (Gia Laudi) and Claire Suellentrop — the originators of the Customer-Led Growth™ framework. The book was written to be direct, actionable, and highly practical. It includes dozens of real-life case studies, examples, and concrete ideas readers can act on the same day. It has sold over 25,000 copies and is available on Amazon, Audible, and Barnes & Noble.


The book teaches the complete Customer-Led Growth Framework in four parts:


**Part 1: Forgetting the Funnel** — Why traditional funnel thinking holds SaaS companies back, and how to build a customer-led team ready to do the work.


**Part 2: Getting Inside Your Customers' Heads** — How to learn from your best customers, learn from future customers, and identify the customer's Jobs-t
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