Why Customer-Led Growth Is the Future of Marketing | Full Interview with Alan Gonsenhauser
In this candid and insightful conversation, CMO coach and former Gartner analyst Alan Gonsenhauser breaks down why customer-led growth—not just lead gen—is the key to sustainable business success. Whether you're a CMO, CEO, or PE-backed executive, this is a must-watch on how customer experience, churn, and strategic alignment define the future of your revenue.
🧠 Key Takeaways:
Why revenue is a lagging indicator—and how focusing on retention and customer value drives future growth
The truth about churn: how it silently kills sales momentum, brand equity, and financial value
How CMOs can become indispensable strategic leaders by aligning brand, demand, and customer-led growth
The role of Net Promoter Score 3.0 in improving customer experience and business outcomes
How to work effectively with private equity firms and prove marketing's impact in financial terms
A real-world success story from FinThrive, where customer feedback led to a dramatic shift in retention and reputation
The importance of cross-functional alignment, shared KPIs, and defining what “good” looks like across departments
Why you need to measure earned growth, not just acquisition
📘 Recommended Reading:
Winning on Purpose by Fred Reichheld – a blueprint for building truly customer-centric organizations.
🎯 Whether you're stuck chasing leads or ready to become a business-first CMO, this conversation offers the mindset and metrics to lead with impact.
📌 Chapters:
00:00 - Introduction
01:20 - What is customer-led growth?
04:15 - Why revenue is a lagging indicator
06:40 - Metrics that matter to PE firms
10:30 - From tactical to strategic marketing leadership
14:05 - Case study: FinThrive and NPS 3.0
18:50 - Churn as a growth killer
21:00 - Aligning your ICP and internal teams
24:30 - Earned growth: the next evolution of NPS
27:00 - Final advice for CMOs and CEOs
#CustomerLedGrowth #CMO #MarketingLeadership #CustomerExperience #Churn #NetPromoterScore #FinThrive #PrivateEquity #BusinessStrategy #ExecutiveCoaching #MarketingMetrics #FullInterview
https://www.demandrevenue.com/podcasts/
