Make revenue-driving product, marketing & growth decisions based on...

Intuition
Assumptions
Somebody else’s playbook
What worked for that other company
What worked in your last role
What you read on twitter
What you heard on a podcast

Actionable insights from your best customers

WORK WITH US

We help you stop guessing and evolve your product & marketing with confidence

Consulting services
We work with your team directly to uncover:
  • Who your best customers are
  • What value they get from your product, in their own words
  • How you can action that value across your customers’ experiencea
...So you can solve business-critical acquisition, activation, & retention problems.
Best for: SaaS Product, Marketing & Growth teams who need next year's results this year.


WORK WITH US
Membership
FTF Membership gets you access to the Customer-Led Growth Program: our self-serve video course containing 30+ lessons and dozens of worksheets, tools, and templates to help you take a more strategic, customer-led approach to growth.

Members are also supported by 2x monthly group office hours and a private community of kind, smart peers.
Best for: Marketing & growth practitioners* who want to level up their strategic skills and build relationships with likeminded folks.

*Including in-house, freelancers and consultants :)
BECOME A MEMBER

"Working with Forget The Funnel doesn’t just give you rich customer insights. It provides you with actionable steps to take, critical changes to make, content, and processes to improve—all geared to improving customer’s experience and increasing the value your product provides.

My team paid tens of thousands of dollars to work with Forget The Funnel, and we earned every dollar back tenfold.”

Rand Fishkin

Co-founder, SparkToro

Who the heck are we?

Hi! We're Forget the Funnel. 👋 We created the Customer-Led Growth Framework. Then we wrote the book on it.
We're a boutique product marketing & growth consultancy. We can help your SaaS or subscription business drive more predictable, meaningful revenue through...

  • Differentiated positioning & messaging that helps your product cut through the noise
  • Increased conversions along your customers' journey
  • Reduced churn
  • Higher product adoption and long-term product engagement

Helping SaaS companies break away from assumptions to become more customer-led is our jam.

Georgiana Laudi

Co-founder & CEO

Claire Suellentrop

Co-founder & COO

Alex Cartmill

Director of Operations

Ethan Graham Roeder

Success Manager

Heidi Kreis

Researcher & Growth Strategist

Claire Heginbotham

Researcher & Growth Strategist

Beth Thouin

Fractional Growth Advisor

Smart people say good things about our process

There are lots of ways to grow and scale a business. The Customer-Led Growth Framework happens to be ours.

At its core, Customer-Led Growth is about uncovering what works for your best customers, then reverse-engineering their experience to acquire and retain more of them.

Here's what CEOs, product & marketing leaders, and growth practitioners have to say about it:

The Customer-Led Growth Framework is a must for anyone who wants to unlock explosive growth for their business. This is especially true for product-led companies, because you can't be truly product-led if you're not first customer-led.

Ramli John

Content Programming Director, Appcues

FTF’s Customer-Led Growth Framework gives structure to all the strands that marketing, growth, and product folks typically spend years chasing and fumbling about on.

Kayleigh McHale

Founder & Messaging Strategist, Lovelace Digital

I’m a founder who comes from a customer support background, and I have a strong distaste for most sales and marketing. Enter the Customer-Led Growth framework. By learning from your best customers and tracking what actually provides value to them, you can build an even better product. We've almost doubled our trial-to-paid conversation rate using this framework, through marketing that actually feels like great customer service.

Marybeth Alexander

CEO, KnowledgeOwl

Take a more strategic, customer-led approach to your product marketing and growth.

WORK WITH US

Get on the right path to repeatable, scalable SaaS growth.

BOOK AN INTRO SESSIONGet a Growth Sprint

There's no shortage of experts doling out growth strategies to anyone who'll listen.
But they don't know
your business. They don't know your product.
And they certainly don't know your customers.

Spaghetti, meet wall.

Trusted by best-in-class SaaS brands
sproutsocial saas logoFullstory saas logocalendly saas logoappcues saas logowistia saas logounbounce saas logo

"Working with Forget The Funnel doesn’t just give you rich customer insights. It provides you with actionable steps to take, critical changes to make, content, and processes to improve—all geared to improving customer’s experience and increasing the value your product provides.

My team paid tens of thousands of dollars to work with Forget The Funnel, and we earned every dollar back tenfold.”

Rand Fishkin

Co-founder, SparkToro

The deliverables Forget The Funnel provides are really strong. The summary of the research is informative, as is the map of how our ideal customers engage with us. These resources are especially helpful as we rapidly bring on new team members.”

Jeremy Stanley

Founder & CTO, Anomalo

What Forget The Funnel did for us in one week would have taken us months to produce ourselves. I can't describe how brilliant it was not only having their guidance on our growth strategy, but also having them do the heavy lifting and handing us all the deliverables needed to execute on a silver platter. That's invaluable at this stage of building a business. Additionally, I'm excited that this work will help every single person in our organization -- including future hires -- understand how to communicate to our customers and prospects and help us grow.

Dee Coakley

CEO, Boundless

My team paid tens of thousands of dollars to work with Claire and Gia, and we earned every dollar back tenfold. This book shows exactly how they did it, and how you can, too.

Rand Fishkin

Co-founder & CEO, SparkToro

What Forget The Funnel did for us in one week would have taken us months to produce ourselves. I can't describe how brilliant it was not only having their guidance on our growth strategy, but also having them do the heavy lifting and handing us all the deliverables needed to execute on a silver platter. That's invaluable at this stage of building a business. Additionally, I'm excited that this work will help every single person in our organization -- including future hires -- understand how to communicate to our customers and prospects and help us grow.

Dee Coakley

CEO, Boundless

The deliverables Forget The Funnel provides are really strong. The summary of the research is informative, as is the map of how our ideal customers engage with us. These resources are especially helpful as we rapidly bring on new team members.”

Jeremy Stanley

Founder & CTO, Anomalo

Trusted by best-in-class SaaS brands
sproutsocial saas logoFullstory saas logocalendly saas logoappcues saas logowistia saas logounbounce saas logo

"Working with Forget The Funnel doesn’t just give you rich customer insights. It provides you with actionable steps to take, critical changes to make, content, and processes to improve—all geared to improving customer’s experience and increasing the value your product provides.

My team paid tens of thousands of dollars to work with Forget The Funnel, and we earned every dollar back tenfold.”

Rand Fishkin

Co-founder, SparkToro

The deliverables Forget The Funnel provides are really strong. The summary of the research is informative, as is the map of how our ideal customers engage with us. These resources are especially helpful as we rapidly bring on new team members.”

Jeremy Stanley

Founder & CTO, Anomalo

What Forget The Funnel did for us in one week would have taken us months to produce ourselves. I can't describe how brilliant it was not only having their guidance on our growth strategy, but also having them do the heavy lifting and handing us all the deliverables needed to execute on a silver platter. That's invaluable at this stage of building a business. Additionally, I'm excited that this work will help every single person in our organization -- including future hires -- understand how to communicate to our customers and prospects and help us grow.

Dee Coakley

CEO, Boundless

My team paid tens of thousands of dollars to work with Claire and Gia, and we earned every dollar back tenfold. This book shows exactly how they did it, and how you can, too.

Rand Fishkin

Co-founder & CEO, SparkToro

What Forget The Funnel did for us in one week would have taken us months to produce ourselves. I can't describe how brilliant it was not only having their guidance on our growth strategy, but also having them do the heavy lifting and handing us all the deliverables needed to execute on a silver platter. That's invaluable at this stage of building a business. Additionally, I'm excited that this work will help every single person in our organization -- including future hires -- understand how to communicate to our customers and prospects and help us grow.

Dee Coakley

CEO, Boundless

The deliverables Forget The Funnel provides are really strong. The summary of the research is informative, as is the map of how our ideal customers engage with us. These resources are especially helpful as we rapidly bring on new team members.”

Jeremy Stanley

Founder & CTO, Anomalo

For founders & execs who needed help yesterday...

Unlock an airtight growth strategy for your SaaS in just 5 weeks

You and your team will know exactly what to do to hit your next growth milestone. And you'll be armed with the plan & deliverables needed to make shit happen.

BOOK AN INTRO SESSION

Results you can count on

100%

increase in free-to-paid conversion rate

client logo - Sparktoro

300%

increase in “north star”
feature adoption

93%

increase in free signups

98%

increase in trial signups

You don't have time to waste copying strategies that worked for some other company, with some other product, in some completely different situation.

You need to take BIG swings that you feel confident in.

Meet Customer-Led Growth.

Our Customer-Led Growth Framework gives you the critical customer insight you need to build a strategic foundation, one that will drive impactful marketing, sales, product & success strategies, define your key performance indicators, and help scale a happy and high-performing team.

GROWTH SPRINTS

For founders & execs who needed help yesterday

Unlock an airtight growth strategy for your SaaS in just 5 weeks

You and your team will know exactly what to do to hit your next growth milestone. And you'll be armed with the plan & deliverables needed to actually make shit happen.

Get a Growth Sprint

PRO MEMBERSHIP

For in-house strategists responsible for growth

Get the support in your corner you didn't know you needed

You DO have what it takes to become a SaaS leader who achieves meaningful results. We are here to help you calm the noise, find focus in the chaos, and feel confident you're taking the right steps to make an impact.

Become a Pro Member

CERTIFICATION

For consultants & service providers ready to turn it up

Grow your consulting business (finally) into what you know it can be

Step up the services you offer, win more of the clients you want to be working with, and feel ridiculously confident in the value you deliver with a proven and repeatable process that drives outsized results for you and your clients.

Get Certified

We’ve been helping launch, build & grow amazing SaaS brands
for over a decade.

Stop playing whack-a-mole with your growth strategy

Skip the time suck and take a smarter, more strategic, customer-led approach to growth.

BOOK AN INTRO SESSION