What is Customer-Led Growth (CLG)?
Customer-Led Growth (CLG) is a growth strategy that prioritizes customer outcomes and success as the primary engine for business growth. In CLG, satisfied customers drive expansion, referrals, and advocacy—creating a flywheel where customer success directly fuels new business.
CLG represents a shift from viewing customers as revenue sources to treating them as growth partners.
CLG vs. Other Growth Models
| Model | Primary Driver | Focus |
|---|---|---|
| Sales-Led | Sales team | Closing new logos |
| Product-Led | Product experience | Self-service adoption |
| Customer-Led | Customer success | Outcomes & expansion |
Pillars of Customer-Led Growth
- Customer Outcomes: Measure and deliver on promised value
- Net Revenue Retention: Grow existing accounts through expansion
- Customer Advocacy: Turn customers into references and referrers
- Feedback Loops: Use customer insights to improve product
- Community: Build connections between customers
CLG Metrics
- Net Revenue Retention (NRR)
- Expansion revenue as % of total revenue
- Customer referral rate
- Advocacy participation (case studies, reviews)
- Earned growth rate
Implementing CLG
- Align the entire company around customer outcomes
- Invest in Customer Success as a growth function
- Build systematic advocacy and referral programs
- Use customer data to drive product decisions
.png)
.png)
%20(1).png)
.png)
.png)
.png)
.avif)
