January 24, 2025

Episode 21: The Truth About Customer-Led Growth

39 minutes

“Any successful organization is only successful because it puts its customers at the heart of what it does. If they’re not, then it’s what I would call a scam or a rip-off, quite frankly,” says Dave Jackson, a coach and author known as the “CS Heretic.” In this episode, Dave joins Alex Raymond to talk about customer-led growth, exploring why it’s not just a post-sale activity but a comprehensive approach to the entire customer lifecycle. Are companies truly understanding and delivering what matters most to their customers, or are internal silos holding them back?

Dave shares insights into the importance of aligning teams across marketing, sales, product, and post-sales to deliver measurable results that customers value. He challenges organizations to rethink their design, shifting from internal processes to an outside-in perspective rooted in customer success. How do your customers measure the impact of what you do? And are your efforts truly helping them achieve their goals?

Join Alex Raymond and Dave Jackson as they explore how customer-led growth strengthens customer relationships and creates a foundation for sustainable growth.

Quotes

“One of my favorite [quotes] is by an American called Arthur Jones: ‘Every organization is perfectly designed to get the results it gets.’ If you want to change the results that you get, you have to change the organization.” (09:39 | Dave Jackson)

“One of the first management consultants, a guy called Peter Drucker once said, ‘The customer rarely buys what the company thinks it’s selling.’ We tend to push our products, talk about their value and benefits, but what we actually sell is features.” (13:10 | Dave Jackson)

“How do customers measure the impact we have on them? Once you start to understand that, you'll build momentum that says, ‘We can’t not do this.’” (37:08 | Dave Jackson)

“If you don’t deliver some form of measurable results, you ain’t going to retain that customer. You might have put huge amounts of effort into acquisition, but your LTV value is going to be crap.” (37:31 | Dave Jackson)

Links

Connect with Dave Jackson:

LinkedIn: https://www.linkedin.com/in/davidjacksonuk/

Website: https://www.customer-led-growth.com/

Connect with Alex Raymond:

LinkedIn: https://www.linkedin.com/in/afraymond/

Website: https://amplifyam.com/

Podcast production and show notes provided by HiveCast.fm

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By Alex Raymond

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