The Forget The Funnel Podcast
Every B2B SaaS leader knows the frustration of poor decision-making. Despite your team working hard to build and market a great product, revenue growth is often inconsistent and unpredictable.
In this show, Claire Suellentrop and Georgiana Laudi, co-founders of Forget the Funnel, break down how to evolve beyond guesswork by adopting the Customer-Led Growth framework - a systematic approach to help businesses understand their best customers, map & measure their experience, and unlock their best levers for growth.
So, if you’re a SaaS leader looking to help your marketing and product teams make smarter decisions that drive predictable revenue - this show is for you.
Episodes
27 episodes
How to Scale Sales Without Screwing Up Your PLG Motion
Most teams are messing up their opportunity to scale their product into higher-value deals—without even realizing it.They’re following someone else’s Product-Led Sales playbook. ICPs are fuzzy. Qualification is weak. Sales motions aren’t...
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Season 1
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Episode 25
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35:59
First Principles for Growth When You're Moving Too Fast (or Too Slow)
SaaS teams are falling into two extremes right now:AI-powered SaaS teams moving at a breakneck pace—roadmaps shifting weekly, product teams shipping nonstop, and marketing scrambling to keep up (while also getting bombarded by their...
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Season 1
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Episode 24
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42:13
Positioning vs. Messaging: The Costly Mistake SaaS Founders Keep Making
Too many SaaS founders and GMT leaders confuse positioning with messaging—and it’s holding back their growth. If you’ve ever struggled with homepage copy, sales messaging, or team alignment, this episode is for you.G...
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Season 1
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Episode 24
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48:27
How to Leverage Messaging as Your Moat in a Flooded Market
In today’s episode of the Forget The Funnel podcast, we tackle one of the biggest challenges facing SaaS companies: differentiation. With AI tools and products flooding the market and competition skyrocketing, standing out has never been this h...
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Season 1
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Episode 23
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39:27
Unlock Hidden Revenue with Advanced B2B SaaS Segmentation Tactics
This episode of The Forget the Funnel Podcast is a must-listen for B2B SaaS founders and teams ready to unlock the power of segmentation. Gia tackles the critical importance of segmentation in driving targeted marketing, better customer experie...
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Season 1
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Episode 22
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35:05
How to Break Free From the ‘Data Rich, Insights Poor’ Trap
This episode of The Forget The Funnel Podcast, Gia dives deep on how we’ve become data-rich but insights-poor and the 4 growth stalls you’re likely experiencing as a result. If you're a SaaS founder or product manager bogged down in the weeds o...
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Season 1
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Episode 21
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51:39
How SaaS Teams Can (and Can’t) Leverage AI for Customer Research
AI is everywhere. We’re using it in our marketing, in our products, in our day-to-day task management. We’re all using it in one way or another. But when it comes to learning from and understanding your customers and what drives the...
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Season 1
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Episode 20
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22:33
Customer-Led Growth: The No-BS Way to Scale Your SaaS
If you’re trying to scale your SaaS, but you’re stuck tweaking features, following best practices and listening to experts who know nothing about you, your customers or your product… you’re doing it wrong. In this no-fluff episode o...
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Season 1
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Episode 19
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31:27
Features vs. Benefits: How to Maximize the Impact of Your Messaging
“Sell benefits, not features”. We’ve all seen the UserOnboard image of Mario + the magic flower = Super Mario. Or Popeye + spinach = super extra-strength Popeye. It’s the best practice that says you should focus on selling the b...
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Season 1
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Episode 18
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36:26
Your A/B Tests Suck: The Key to Running Effective Experiments
SaaS teams use the best practice of A/B testing like a crutch for marketing, messaging and product growth decisions. And it makes sense. If you think about it, A/B testing something relieves you of so much burden. Not sur...
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Season 1
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Episode 17
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30:56
Forget Best Practices: How to add profitable friction to your product onboarding
If you’re building a racecar, friction is bad news. But when you’re building an onboarding experience for your software product, things are a little more nuanced. This week, we’re dialing into why the pervasive push for a frictionl...
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Season 1
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Episode 16
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29:56
Mobilizing Your Team to Turn Customer Insight into Revenue-Generating Outcomes
How do you empower your team to make better decisions in their day-to-day work to increase conversions and drive more revenue?Here’s the thing: Most companies claim to be customer-led. They say things like, “We talk to our customers all...
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Season 1
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Episode 15
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25:22
Voice of Customer: The Practical Method for Using Your Customer's Words to Grow
We need to talk about voice of customer — because there’s been a misunderstanding.Voice of customer isn’t just for huge companies. It’s also not an abstract, academic concept that’s too broad for teams to use. Done right, i...
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Season 1
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Episode 14
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33:58
Leveraging Product-Led Growth for Your Sales-Led SaaS
It’s rough out there in SaaS—everyone’s feeling it. Whether you’re trying to lower your acquisition costs, make the most of organic inbound interest, or better meet the needs of your technical buyers, you might be ready to take a more product-l...
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Season 1
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Episode 13
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31:26
Overcoming the Top SaaS Customer Research Objections
“We don’t need customer research; we already know our customers.” “Research takes too long.” “Is qualitative research even valuable enough?” These objections to customer research are super common—every day, founders and teams use t...
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Season 1
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Episode 12
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35:13
How To Run Customer Interviews That Unlock Growth for Your SaaS
From competitive analysis to NPS surveys to UX research, research can help you grow your business and revenue. But you're wasting your time if you jump into those research types without a foundational understanding of your idea...
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Season 1
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Episode 11
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26:35
Unlocking Retention and Growth: How to Set Customer-led KPIs (Part 2 of 2)
One study found that 70% of people who sign up for a product log in once… and then never again. That’s why customer-led KPIs aren’t just about measuring when someone becomes a “customer” — they’re about measuring the critical custo...
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Season 1
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Episode 10
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19:56
Why Customer-Led KPIs Are Your Growth Engine (Part 1 of 2)
If you’re measuring everything, you’re measuring nothing. It’s so important for you to pick a handful of key performance indicators (KPIs) for your team to focus on — or they won’t end up moving the needle on anything. But how ...
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Season 1
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Episode 9
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22:58
Customer Segmentation: How Successful SaaS Teams Unlock Scale
Not all customers are created equal.Increasing conversions with the right message to the right person at the right time is a pipe dream for most teams. The problem is that you haven't figured out how to meaningfully segment your custome...
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Season 1
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Episode 8
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26:48
The Key to Differentiating Your SaaS in a Crowded Market
You operate in a crowded market. How are you going to stand out? That's what Claire and Georgiana discuss on this week's episode of the Forget The Funnel podcast.Differentiation is essential in helping cut through the noise and...
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Season 1
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Episode 7
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34:40
Relying on Your ‘Top of Funnel’ is a Mistake You Can’t Afford in 2024
The numbers are in: SaaS growth is flat or down. Cost to acquire customers is up.Global startup investment over the last twelve months reached $285 billion — a 38% decline year over year, according to Crunchbase*. ...
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Season 1
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Episode 6
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42:12
How Stillio Unlocked More Effective Product Messaging by Understanding Their Most Powerful Use Cases
On this episode, Georgiana and Claire are joined by Steve De Jong and Diego Richards, the CEO and CCO of Stillio, who started working with Forget The Funnel earlier this year. Steve and Diego share their journey from blindly experimenti...
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Season 1
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Episode 5
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32:22
Avoiding Common Customer Research Traps (and What Good Research Looks Like)
In this episode of the Forget The Funnel Podcast, Georgiana and Claire discuss what happens when SaaS businesses prioritize customer research but screw it up, and how this can lead to perpetuating the vicious cycle of resistance to research in ...
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Season 1
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Episode 4
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32:17
Data-Led to Customer-Led: How Invoice Simple Leverages Customer Insight to Drive Product Growth
On this episode of the Forget The Funnel Podcast, Georgiana & Claire are joined by Dan Stuart, President of EverCommerce companies Invoice Simple & Joist. Dan shares the moment he realized that the data his team relied on t...
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Season 1
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Episode 3
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36:10
How Customer Blind Spots are Costing Your Team & How to Fix Them
In this episode of the Forget the Funnel Podcast, Georgiana and Claire sit down to discuss the consequences of not understanding what really matters to your customers and how product and marketing teams find themselves in this situatio...
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Season 1
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Episode 2
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24:06