White Papers

Discover how a CLG approach to GTM can drive measurable performance improvements, such as reducing churn and increasing customer lifetime value.

Read how Nezasa, a travel-tech company, achieved a 25% increase in customer retention and reduced sales cycle time by 15% after implementing CLG principles

How survey and forms provider Clicktools increased ARR by 180%, quota attainment by 150% whilst reducing Cost per lead by 24%.

Lack of GTM alignment is a major issue facing many growing B2B software companies. The benefits and downsides of alignment are significant, as are the downside of lack of alignment but it has to have a basis. That red thread is measurable customer results Organisation structure does not deliver alignment. It is built on common frameworks that facilitate collaboration.

Examines key SaaS metrics and unit economics and how they need to change to reflect customer-led growth.

Part of the series on Minimum Customer Value, this article shows a Product-Result matrix helps with selling and product development.

First in a series. Introduces the concept of Minimum Customer Value as an alternative to Minimal Viable Product.

Minimum Customer Value (MCV) defines the essential results-proven value that a customer. must experience for a product to be considered successful. Second in a series, this paper explores what is needed to deliver it.

The second in a deep dive into AI and judgement from TheCustomer.Co. The first, The Judgement Gap explored judgement by AI and people. This second paper provides a framework for assessing and learning from the judgements made.

As AI increasingly executes work, people are pushed to higher order work where judgement is core to success. Can an AI make judgements? The answer is not black and white. This paper from TheCustomer.Co explores this and provides a framework to understand the choices.

The second of a 2 part series exploring the realpolitik of buying, using and benefiting from software. The first part covers the journey from recognising the need to achieving first results. Part 2 goes from first results to continuing value, renewal and expansion - or churn!

Companies increasingly make the shift from internally defined processes to buyer and customer journeys but rarely put themselves in the buyers' shoes. If they did, they would recognise a world of organisation realpolitik where the job isn't just to complete a transaction but to survive a decision. This first part covers the journey from recognising the need to achieving first results. Part 2 goes from first results to continuing value, renewal and expansion - or churn!

AI is driving massive change and nowhere more than the software we use. This paper explains why the monolithic systems (CRM, HRIS, ERP) have failed companies and what will replace them.

The 13 capabilities needed to implement a customer-led growth GTM approach