What Is Pedowitz Group’s POV on the Future of CLG?
See how CLG evolves from isolated product usage to a revenue marketing discipline that connects journeys, data, and communities to predictable growth.
Pedowitz Group’s point of view is that the future of customer-led growth (CLG) is not a side project—it’s the operating system of modern revenue marketing. CLG will be driven by connected data, in-product journeys, and communities, but anchored in a disciplined revenue framework like RM6. The organizations that win will treat CLG as an enterprise capability: measured in dashboards and benchmarks, governed by clear principles, and orchestrated across marketing, sales, product, and success.
What Defines Pedowitz Group’s POV on the Future of CLG?
The Future CLG Playbook Through a Pedowitz Lens
Use this sequence to translate Pedowitz Group’s CLG point of view into an operating model that supports revenue marketing and enterprise growth.
Assess → Align → Design → Orchestrate → Measure → Optimize
- Assess CLG readiness with RM6: Benchmark your current state across strategy, people, process, technology, and results. Identify where CLG already exists informally (e.g., strong communities, product-led onboarding) and where it is missing.
- Align CLG to revenue outcomes: Tie CLG goals to specific metrics like time-to-value, product adoption, expansion pipeline, NRR, and advocacy. Make sure executive sponsors see CLG as a lever for revenue, not just engagement.
- Design CLG journeys and plays: Map customer-led journeys—from discovery to advocacy—and design plays that combine in-product experiences, lifecycle campaigns, and community programs. Document triggers, owners, and success measures for each play.
- Orchestrate across teams and systems: Connect MAP, CRM, product analytics, and community platforms under a revenue marketing architecture. Ensure CLG signals trigger next-best actions across marketing, sales, and CS, not in isolated tools.
- Measure with revenue dashboards: Build or refine your revenue marketing dashboards to show how CLG motions influence pipeline, conversion, expansion, and retention. Make dashboards the single source of truth for CLG performance.
- Optimize and scale with RM6 principles: Use key principles of revenue marketing—alignment, accountability, and continuous improvement—to evolve CLG plays, expand into new segments, and maintain executive buy-in.
Future CLG Capability Maturity Matrix (Pedowitz POV)
| Capability | From (Today) | To (Future CLG) | Owner | Primary KPI |
|---|---|---|---|---|
| Strategy & Governance | CLG defined loosely as “product/community work” | CLG codified as a core growth strategy within RM6, with executive sponsorship | CMO / CRO | CLG-Sourced / Influenced Revenue |
| Journeys & Playbooks | Campaign-led, channel-first journeys | Customer-led journeys with documented CLG plays across lifecycle stages | Revenue Marketing | Time-to-First-Value |
| Data & Insights | Disconnected product, marketing, and sales data | Unified data model feeding CLG KPIs into revenue dashboards | RevOps / Data | Signal Coverage per Account |
| Technology & Orchestration | Point solutions for PLG, community, and CS | Integrated stack orchestrating CLG actions across channels and teams | Marketing Ops & Product | Automated CLG Plays Executed |
| Community & Advocacy | Ad hoc user groups and testimonials | Structured communities and advocacy programs embedded in CLG journeys | Customer Marketing | Active Advocates / Community Impact on Revenue |
| Measurement & Maturity | Channel-based reports | CLG maturity tracked via Revenue Marketing Index and RM6 assessments | RevOps & Finance | Overall RM6 / CLG Maturity Score |
Client Snapshot: CLG Within a Revenue Marketing Transformation
A large B2B provider recognized that product usage and customer behavior were not fully connected to revenue goals. By embracing a CLG strategy inside a broader revenue marketing transformation, they linked journeys, data, and teams around customer outcomes. That same discipline underpins work highlighted in the Comcast Business case study, and is reflected in benchmarks like the Revenue Marketing Index.
In the Pedowitz POV, CLG is how revenue marketing shows up in the customer experience—connecting strategy, data, and execution so every interaction moves you closer to sustainable, customer-led growth.
Frequently Asked Questions About Pedowitz Group’s CLG POV
Turn Pedowitz Group’s CLG POV Into Your Growth Roadmap
Benchmark your revenue marketing maturity and use core principles to design CLG programs that drive measurable, customer-led growth.
Explore the Revenue Marketing Index Review the Key Principles of Revenue Marketing