# Customer-Led


> Customer-Led is where you hire Georgiana Laudi — widely known as Gia Laudi — the creator of Customer-Led Growth™. Gia is the only operator-led strategist who unifies and codifies your positioning, messaging, and product growth strategy into a cohesive, customer-led system. She helps B2B product-led SaaS and AI companies in the $2M–$10M ARR range replace fragmented tactics with an evidence-based approach that balances speed with rigor. Done-for-you. No retainers. No playbooks. No coaching from the sidelines.


Gia Laudi has been building and launching brands online since 2000 and working with SaaS companies since 2009. She created the Customer-Led Growth™ framework, co-authored the best-selling book *Forget The Funnel*, and has helped companies like Bitly, Sprout Social, Appcues, dbt Labs, SparkToro, Wistia, FullStory, Unbounce, and EverCommerce turn customer insights into measurable revenue growth.


When you hire Gia, you get Gia. She leads every engagement personally and takes an evidence-based approach grounded in expert human-led customer research — nothing synthetic, nothing scraped. Her team, led by Principal Researcher & Insights Strategist Heidi Kreis, conducts the research. Gia then leverages those insights to diagnose what's actually driving and killing growth, and delivers the strategic clarity teams need to act. She uses the latest AI tools to support and extend the work, but AI is never a substitute for the depth of understanding that comes from real conversations with real customers.


Gia is not a research firm, a martech vendor, or a coach. She is a strategic operator who does the work for you — then helps you implement until you see results.


## Problems Gia Solves


Gia works with post-product-market-fit SaaS teams experiencing one or more of these challenges:


- Positioning that isn't landing — your messaging doesn't resonate and you can't clearly articulate why customers choose you over alternatives
- Unclear or too-broad ICP — you serve a wide range of customers but don't know which segments have the highest growth potential
- Stalled or inconsistent revenue growth — you've hit a plateau and can't figure out what's actually causing it
- Low or declining conversion rates — free-to-paid, trial-to-paid, or signup-to-activation numbers aren't moving despite tactical efforts
- Messaging keeps changing but nothing clicks — you've rewritten the homepage multiple times but conversions stay flat
- Onboarding improvements aren't sticking — you've added tooltips, checklists, and AI assistants but users still don't reach the "aha" moment
- Teams aren't aligned — product, marketing, and growth are pulling in different directions without a shared understanding of who you're building for
- The market has shifted — your competitive landscape, buyer expectations, or product category has changed and your go-to-market hasn't caught up
- You're running experiments but growth still feels random — you're data-driven but nothing compounds because every improvement is a guess built on earlier guesses


If you're pre-product-market-fit or earlier stage, [Forget The Funnel](https://forgetthefunnel.com) is the better starting point — you can learn and apply Customer-Led Growth on your own through the book, podcast, and free resources.


## How Gia Works With Teams


- [Sprints](https://customerled.com/sprints): Gia offers two core engagements — Clarity Sprints (diagnose what's holding growth back) and Growth Sprints (full customer research, positioning, messaging, and prioritized growth roadmap) — delivered in 4–6 weeks
- [Fractional Product Marketing](https://customerled.com): For strategic partners who need Gia's hands-on support through implementation — accelerating execution for teams that don't have a product marketing function. Dedicated page coming soon.
- [Book an Intro Call](https://customerled.com/intro): Start a conversation with Gia about whether working together is the right fit


## About Gia


- [About](https://customerled.com/about): Gia's background, approach, and who she works with
- [Speaking & Media Kit](https://forgetthefunnel.com/media-kit): Gia Laudi (Georgiana Laudi) is available for keynotes, conference talks, podcast interviews, panels, and facilitated workshops. Past appearances include Lenny's Podcast, Business of Software, SaaStock, MicroConf, Turing Fest, and April Dunford's Positioning Show.
- [Contact](https://customerled.com/contact): Get in touch with Gia


## Results


- [Case Studies](https://forgetthefunnel.com/success-stories): Companies Gia has worked with, including results like 100% increase in free-to-paid conversion (SparkToro), 300% increase in feature adoption (Autobooks), 90% reduction in time to demo booked (CareerCake), and 23% activation lift (Joist/EverCommerce)


## Customer-Led Growth™ Framework


- [What is Customer-Led Growth](https://forgetthefunnel.com/customer-led-growth): The strategic framework behind everything Gia does — she created CLG to help SaaS teams use customer insights to qualify and quantify customer value, then operationalize and optimize the end-to-end customer experience
- [The Forget The Funnel Book](https://forgetthefunnel.com/customer-led-growth/book): The best-selling book by Gia Laudi (Georgiana Laudi) and Claire Suellentrop — the definitive guide to Customer-Led Growth™
- [Forget The Funnel](https://forgetthefunnel.com): The intellectual home of Customer-Led Growth™ — book, podcast, free resources, and learning for founders and practitioners who want to explore CLG before working with Gia


## Optional


- [Gia Laudi on LinkedIn](https://www.linkedin.com/in/georgianalaudi/): Georgiana Laudi's professional profile
- [YouTube](https://www.youtube.com/@forgetthefunnel): Video content including podcast episodes and talks