@ggiiaa | [email protected] How to operationalize customer value 
 to maximize product growth georgiana laudi
 ceo & co-founder 

@ggiiaa | [email protected] Forget the data 

@ggiiaa | [email protected] The data won’t tell you 
 who your best customer is 
 or
 what matters to them. 

@ggiiaa | [email protected] Marketing tool with flatlined growth: SMBs building their audience ꜜ 🦾 SMBs bogged down & looking to automate 

@ggiiaa | [email protected] Invoicing tool with low free-to-paid conversion: Businesses needing an invoice tool ꜜ 💸 Businesses needing to invoice on-the-go 

@ggiiaa | [email protected] Global hiring platform with mega-funded competition: Companies scaling compliant global hiring ꜜ 🤝 Hiring a key remote team member quickly 

@ggiiaa | [email protected] Data-led ꜜ Customer-led 

@ggiiaa | [email protected] The data won’t tell you 
 who your best customer is 
 or
 what matters to them. 

@ggiiaa | [email protected] Not just another ‘Talk to customers’ rant 

@ggiiaa | [email protected] Okay, but how do we ‘Talk to customers’? We ask questions like… • What happened that made you realize your previous solution wasn’t working? • What stood out that made you interested in trying ours? • Once you started using our product, what happened that made you feel certain it was right for you? • Now that you’re using our product regularly, what are you able to do that you weren’t before? Jobs-to-be-Done interview questions + email outreach templates 
 (+ a ton more) available free: ftf.fyi/workbook 

@ggiiaa | [email protected] Operationalizing customer value to 
 maximize product growth:
 1. Find what matters 2. Reverse engineer success 3. Measure customer value (KPIs) 4. Identify success gaps 

@ggiiaa | [email protected] Step 1 of 4: Find out what really matters 

@ggiiaa | [email protected] “So I can…” “Give me…” “When I…” 

@ggiiaa | [email protected] “So I can…” “Give me…” “When I…” 🦾 am bogged down 💸 invoice on-the-go 🤝 need a key remote hire 

@ggiiaa | [email protected] “So I can…” “Give me…” a system to follow Flexibility ‘done for me’ “When I…” 🦾 am bogged down 💸 invoice on-the-go 🤝 need a key remote hire 

@ggiiaa | [email protected] “So I can…” feel confident keep better records retain/hire seamlessly “Give me…” a system to follow Flexibility ‘done for me’ “When I…” 🦾 am bogged down 💸 invoice on-the-go 🤝 need a key remote hire 

@ggiiaa | [email protected] Step 2 of 4: Reverse engineer success 

@ggiiaa | [email protected] Struggle Evaluation Growth Customer milestones Value Value Value Value Value Value 

@ggiiaa | [email protected] Struggle Evaluation Growth Experiencing the problem
 (problem, interest) Value Value Value Value Value Value 

@ggiiaa | [email protected] Struggle Evaluation Growth Solving the problem
 (activation, adoption) Value Value Value Value Value Value 

@ggiiaa | [email protected] Struggle Evaluation Growth Value Value Value Value Value Value New challenges 
 (engagement, expansion) 

@ggiiaa | [email protected] Struggle Evaluation Growth Continued Value Value Realization First Value Value Value Value Value Value Value 2 3 1 

@ggiiaa | [email protected] Struggle Evaluation Growth Value Value Value Value Value Value 🦾 Organized & confident 💸 Solid record keeping 🤝 Retain & hire new talent 

@ggiiaa | [email protected] Struggle Evaluation Growth Continued Value Value Realization First Value Value Value Value Value Value Value 2 3 1 

@ggiiaa | [email protected] Struggle Evaluation Growth Value Value Value Value Value Value 🦾 Content loaded + automations 💸 Invoices sent to clients 🤝 Employment offer signed 

@ggiiaa | [email protected] Struggle Evaluation Growth Continued Value Value Realization First Value Value Value Value Value Value Value 2 3 1 

@ggiiaa | [email protected] Struggle Evaluation Growth Value Value Value Value Value Value 🦾 Setting up first automation 💸 Customizing first invoice 🤝 Finding country & offer sent 

@ggiiaa | [email protected] Struggle Evaluation Growth Continued Value Value Realization First Value Value Value Value Value Value Value 2 3 1 2 1 

@ggiiaa | [email protected] Step 3 of 4: Measure customer value 

@ggiiaa | [email protected] Struggle Evaluation Growth KPI KPI KPI KPI KPI KPI Value Value Value Value Value Value We’ll know we’ve done our job helping customers 

@ggiiaa | [email protected] Value Realization: Adoption KPI Multiple automations Invoice sent Contract signed Continued Value: Engagement KPI Automations running Invoices sent per month Employees retained First Value:
 Activation KPI 1st automation Invoice customized Contract sent 2 3 1 🦾
 💸
 🤝 

@ggiiaa | [email protected] Struggle Evaluation Growth Leading indicators of success KPI KPI KPI KPI KPI KPI Value Value Value Value Value Value 

@ggiiaa | [email protected] 

@ggiiaa | [email protected] Step 4 of 4: Identify success gaps 

@ggiiaa | [email protected] 
 What’s missing or broken? 👀 ✅ 🏆 ❌ 🙈 👻 ✅ 🎊 👻 ❌ 🤷 💀 

@ggiiaa | [email protected] 

@ggiiaa | [email protected] Operationalizing customer value to 
 maximize product growth: 1. Find what matters 2. Reverse engineer success 3. Measure customer value (KPIs) 4. Identify success gaps 

@ggiiaa | [email protected] Stop guessing (9 out of 10 of you are) 

@ggiiaa | [email protected] 

@ggiiaa | [email protected] *real quotes “We’re operating based on intuition, which is leading us to building feature “We need to become more resilient to top-of-funnel “We’re missing information about how successful customers really “We’ve had trouble articulating what a “Not much research has been done here that the 

@ggiiaa | [email protected] Forget the data 

@ggiiaa | [email protected] “Whoever gets closer to the customer wins” ~Bernadette Jiwa, 
 Marketer & Storyteller 

@ggiiaa | [email protected] This is us! (Claire & Gia) Book available now: Customer-Led Growth ftf.fyi/book 
 ftf.fyi/workbook