S 01 | Ep 62 Understanding the Non - Linear Buyer Journey Georgiana Laudi , co - founder of Forget the Funnel and former VP of Marketing at Unbounce , has spent years helping B2B SaaS companies stop organizing their marketing around a model that was never built for recurring revenue businesses in the first place . In this episode , she makes a pointed case against funnel thinking , arguing that it strips away the context that actually drives customer decisions . One client ' s customers were sitting in vehicles on job sites when they searched for a solution . No funnel model captures that , and without it , the entire marketing strategy is built on assumptions . Her customer - led growth framework starts instead from deep research into how real customers experience the problem , make the decision to change , and find value after they sign up . She also gets into the state of product marketing , which she believes is one of the most misunderstood functions in tech . In too many companies , product marketers are handed a stack of sales collateral requests and not much else . Her version of the role looks more like a connective tissue across the whole organization , pulling customer intelligence from research and feeding it into content , sales , product , and onboarding decisions .