---
id: ins_customer-led-growth-experience-map
operator: Georgiana Laudi
operator_role: Co-founder Forget the Funnel; ex-VP Marketing Unbounce
source_url: https://forgetthefunnel.com/
source_type: book
source_title: "Forget the Funnel — Customer Experience Map and CLG"
source_date: 2026-03-03
captured_date: 2026-05-02
domain: [growth, pmm, research-discovery]
lifecycle: [voc-research, onboarding-activation, retention]
maturity: applied
artifact_class: framework
score: { originality: 4, specificity: 5, evidence: 3, transferability: 5, source: 4 }
tier: A
related: [ins_jtbd-switch-interview-saas]
raw_ref: raw/expert-content/experts/georgiana-laudi.md
---

# Map the journey by customer success milestones, not pipeline stages

## Claim
Traditional funnel marketing (awareness, consideration, decision) optimizes for the company's transaction moments rather than the customer's success moments. The Customer Experience Map divides the journey into three phases defined by the customer's *state of mind*: Struggle (what's happening before they find you), Evaluation (assessing fit), Growth (post-adoption habits and expansion). Within each, identify success milestones from research, those become the KPIs that replace MQL/SQL vanity metrics.

## Mechanism
PLG companies that optimize onboarding without understanding the customer's job still churn. SLG companies that close deals without mapping post-sale success lose expansion revenue. CLG is the meta-framework: regardless of go-to-market motion (PLG, SLG, MLG), success depends on understanding what customers need at each milestone. Six-step workflow: (1) identify best-fit customers via behavior + revenue criteria, (2) JTBD research on the switch journey, (3) build the Experience Map, (4) audit every touchpoint against milestones, (5) prioritize the biggest gaps, (6) build/measure/iterate.

## Conditions
Holds when:
- The team has access to enough best-fit customers for JTBD research.
- Leadership accepts customer-outcome metrics replacing pipeline-stage metrics.

Fails when:
- Pre-PMF startups where best-fit customers haven't emerged yet.
- Multi-segment products where milestone definition diverges so wildly that a single map flattens reality.

## Evidence
> "Growth strategy should be built on customer success milestones, not business metrics; map the experience from problem awareness through expansion, measure what matters to customers, and the business metrics will follow."

> "PLG companies that optimize onboarding without understanding the customer's job still churn."

· Georgiana Laudi (synthesized from operator's published work)

## Signals
- Marketing dashboard shows Time-to-First-Value, feature-adoption breadth, expansion triggers, not just MQLs.
- Onboarding sequences branch by detected job, not signup form fields.
- When two segments emerge, the team picks one to serve fully and the other generically (not split-thin).

## Counter-evidence
For early-stage PLG products where the unit of value is daily-active usage, micro-funnel optimization on signup → activation often beats milestone-mapping in raw conversion lift. Aggregating CLG too broadly can mask segment-specific problems that only show up in tight funnel analysis.

## Cross-references
- ins_jtbd-switch-interview-saas, adjacent operator on JTBD research input