Georgiana Laudi - How to operationalise customer value

@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

Value Value 🦾 Organized & confident 💸 Solid record keeping 🤝 Retain & hire new talent

Value Value 🦾 Content loaded + automations 💸 Invoices sent to clients 🤝 Employment offer signed

Value Value 🦾 Setting up first automation 💸 Customizing first invoice 🤝 Finding country & offer sent

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] 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] *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

Georgiana Laudi - How to operationalise customer value

Georgiana Laudi - How to operationalise customer value

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