GTM Unleashed: Scaling: It’s not just about the product or service. It’s about the entirety of your customer’s experience

Are you witnessing challenges scaling your product or service to expectations?

You likely have friction at one or more waypoints in your customers’ journey. It is not necessarily issues with the product or service itself but their experience once they start interacting with your brand.

Let’s level set:

Customer experience is the totality of all customer interactions with your brand, from the moment they initially learn of your product or service to their interactions with customer service and post-sale support. It also includes how customers feel about your brand and how they perceive their overall experience. I strongly recommend that companies work to ensure that the entire customer experience is always positive, engaging, and memorable to keep customers loyal and create lasting relationships.

Scalability is about ensuring your customer’s experience is consistent and seamless, no matter how many customers you have. That means ensuring your technology and processes can accommodate your rapidly growing customer base. It also means planning to scale up resources and processes as your customer base increases, especially around customer success.

I recommend joining a small team with key stakeholders and asking yourselves three questions. Be ready to squirm! Be receptive to pivot:

  1. Is the market we are going after, hyperlocal or global, have enough obtainable customers to support our growth targets?
  2. Do our customers recognize that they experience the pain point we are trying to solve?
  3. Are we solving the problem in a way that is so desirable and valuable to our customers that they will not only stay with us but be very vocal about recommending our products and services to at least 6 of their cohorts?


  1. Revisit your market segmentation analysis and revise it together as a team. If you don’t have one, I will prioritize getting one done. These are subtly different when looking at B2B or B2C. If you are scratching your head, please reach out to me, and I will share a couple of infographics to help you focus on the analysis. When complete, you will identify who your ideal customer is.
  2. Believe it or not, customers do not necessarily recognize the problem you are tackling, as the workflows they currently use work. Gather first-party data by interviewing at least 20 of your ideal customer with unbiased questions. Will you be able to form a strong hypothesis on the real problem your ideal customer has? This will help you define your positioning, messaging, campaigns, and channels in which to promote your product and inexpensively acquire new ideal customers. It will also help shape your product roadmap or future service offerings to better serve your ideal customers.
  3. Constantly capture all interaction data with your website that when analyzed will drive insights into how and where to remove friction from your customers’ initial experience with the goal of moving the customer from discovery through to purchase as smoothly, compelling, and fast as possible to outflank your competitors:

Rinse and repeat this process constantly with respect to your product or service:

  1. Analyze customer feedback: Read customer reviews, use survey tools to ask customers questions, and monitor customer comments on social media to get a sense of how people are interacting with your product.
  2. Track usage data: Use analytical tools like Google Analytics to track how people are using your product. Look for patterns in usage and consider how different users interact with your product differently.
  3. Conduct usability tests: Ask users to complete tasks with your product and observe how they interact with it. Pay particular attention to how they use the features and how they respond to any issues they encounter.
  4. Analyze customer behavior: Look at customer behavior data to identify trends in customer preferences and interactions. Analyze how customers interact with your product across different channels and over time to gain insights into how people are engaging with it.
  5. Monitor customer success and support tickets: Monitor customer support tickets to see what issues people are having with your product. This can help you identify areas that need improvement and where customers are having difficulty or friction.

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