Tom Connole

Builder of journey management practices and platforms

Introduction to Customer Journey Management

Orchetta

Builder of journey management practices and platforms with 15+ years experience

Why the practice exists, what needs it serves, and how it differs from journey mapping and CX programs.

What customer journey management actually is

Siloed teams, handoff moments nobody owns, and metrics that don't connect to customer outcomes.

The conditions that make it necessary

A simple diagnostic to assess whether a dedicated practice is worth the investment in your organization.

How to tell if your organization needs a dedicated practice

Talk to customers. Test assumptions. Build with conviction.

Fractional PM | x-Oracle, Autodesk

Oracle

Autodesk

Stanford University

National Peace Corps Association

Arup

Moiz Kapadia

Fractional Head of Product | ex-Oracle, Autodesk, Stanford alum

Cohort 4

Cohort 5

Most PMs are stuck shipping a roadmap they don't own. It's reactive, based on Sales or Engineering requests, rather than proactive based on customer needs.You can't build the product that defines your career if you don't own the roadmap.The PMs who shipped great products didn't do it by magic.They ran customer discovery sprints to build their case, de-risked the product and launched with conviction.There are many great books on customer discovery out there.But reading about it isn't enough. You need a repeatable process that you can practice, tailor and make it your own. This course teaches you a structured, AI-Powered Discovery process using Claude — applied to whatever you're building right now.Over 3 weeks of live lessons + ongoing office hours:Learn discovery fundamentals and set up your Claude Skills workflowRun a sprint to interview customers about your product idea, using your Agent.Finally, we'll make sense of your interviews together. By the end you'll know: Build or Pivot?

Bring your product idea. In 3 weeks, you'll know if it belongs on your roadmap.

Master Fundamental Discovery Skills

Build Claude Skills to run discovery end to end

Present your roadmap to your leadership with conviction

You will be interviewing Customers in the course. This is a critical skill in Discovery, not to be outsourced to AI.

Must be able to schedule at least 1 Customer Conversation

Product Managers at a company without a structured discovery practice

Founders who need validation before investing time and money in product development.

UX Researchers who are overloaded with discovery work and are looking for a system to speed up their workflows

Transform Your Marketing Strategy For Sustainable Growth: Harness Customer Engagement, Secure Buy-In, Foster A Thriving Community. 

Customer-Led Growth Architect

Asana

Anaplan

Adobe Marketo Engage

UnapologeTECH

First Round

Kalina Bryant

Forbes 30 Under 30 | Expert in Residence, First Round | GTM Leader

Cohort 1

Customer-Led Growth for GTM Leaders 

Customer relationships are one of the most underutilized growth levers in business. Yet GTM leaders are expected to drive retention, expansion, advocacy, community, executive engagement, and revenue impact—often without a clear framework for success.The challenge isn't a lack of effort. It's a lack of strategy.Too often, customer programs are viewed as support functions rather than growth engines. Teams struggle to demonstrate impact, secure executive buy-in, and link customer engagement to business outcomes.In this course, you'll learn how high-growth SaaS companies turn customer relationships into growth. We'll cover advocacy, community, executive engagement, customer advisory boards, and storytelling while tying every initiative to measurable business results.Whether you're building your first program or scaling a mature function, you'll gain practical frameworks, leadership tools, templates, and playbooks you can apply immediately.The goal is simple: help you become a strategic GTM leader who turns customer trust into growth, influence, and measurable business impact.Because the future belongs to leaders who know how to build trust, community, and opportunity—not just brands.

Customer-Led Growth Leadership: Building Community, Influence, and Revenue

Build a Customer-Led Growth Operating Model

Launch Strategic Customer Advocacy Programs

Lead Executive Engagement & Customer Advisory Boards

Create & Scale Customer Communities

Turn Customer Stories Into Influence & Growth

Measure Impact & Earn Executive Buy-In

Customer Marketing &amp; Advocacy Leaders Customer marketers, advocates, and community leaders ready to elevate strategic impact and leadership

GTM &amp; Customer Leaders Marketing, GTM, and Customer Success leaders seeking frameworks to drive retention, expansion, advocacy, and growth.

Founders &amp; Startup Operators Founders and operators building customer-led growth with advocacy, community, and customer insights.

Learn to handle the conversations that shape team performance, trust, and your success as a manager.

Leadership & Communication Coach

Google

U of Digital

Amazon

Yahoo

Stripe

Brian McCaffrey

Ex-Google leader helping new managers become great managers.

October Crew

Most of us were promoted into management because we excelled as individual contributors, not because we were taught how to lead people.Almost overnight, we're expected to set expectations, give feedback, manage performance, and represent our team to senior leadership. Most of us never had the chance to practise these conversations before we were expected to have them for real.Over time, you realise something important: your team won't judge you by what you know about management. They'll judge you by the conversations you have.Great management comes to life in conversations. The expectations you set. The feedback you give. The questions you ask. These are the moments that build trust, create clarity, and define your effectiveness as a manager.This programme takes a different approach. Rather than learning management through theory alone, you'll analyse realistic workplace scenarios, prepare for difficult conversations, and receive practical coaching as you practise the conversations you'll soon be having in your own role.By the end of the programme, you won't just understand these conversations. You'll have prepared for them, practised them, and be ready when they matter most.

Master the conversations that define your success as a first-time manager.

Set clear expectations that build accountability and trust.

Deliver feedback that drives performance

Create team rituals that strengthen trust and engagement.

Support high performers and tackle underperformance early.

Deliver performance conversations that motivate

Communicate upwards with clarity, confidence, and influence.

You've just become a manager and want confidence in the conversations that matter most.

You're leading a team but have never received practical management training or coaching.

You're applying for your first management role and want to be ready before day one.

Managing Partner - Customer Centric LLC

Citi

lululemon athletica

Ecobee

G Adventures

Wellhub

John Gusiff

Managing Partner, Customer Centric Solutions LLC

Cohort 2

Most teams ask customers what they want. But customers don’t switch because of features — they switch when the forces pushing them forward outweigh the forces holding them back.In this hands-on 4-hour workshop, you’ll learn how to run Six Forces JTBD Switch Interviews to uncover why customers actually buy. You’ll then learn how to turn those insights into opportunity statements that inform product decisions, positioning, and go-to-market strategy.You’ll learn how to:<ul><li>Run Six Forces JTBD switch interviews</li><li>Identify how customers make progress from struggling moment to hiring moment</li><li>Synthesize interview findings into patterns</li><li>Create opportunity statements</li><li>Decide what to build/change about your GTM strategy</li></ul>Perfect for founders, product leaders, marketers, and growth teams looking to move beyond opinions and uncover the real drivers of customer decisions.

Discover Why Customers Actually Switch

Uncover why customers switch and turn insights into confident GTM decisions.

Why Customers Actually Switch

How to Run Six Forces JTBD Interviews

How to Identify Real Buying Drivers

Turn Interview Insights into Opportunities

Decide What to Revisit GTM Strategy

Founders and Product Leaders Understand why customers switch and where to focus your roadmap.

Product Marketing and GTM Leaders Identify buying drivers and turn them into positioning and strategy.

Customer Success and Retention Leaders Understand why customers churn or expand, and identify opportunities to improve retention and growth.

Agentic AI

Coding with AI

AI Workflows

Claude Code

OpenClaw

Vibe Coding

AI Evals

AI Transformation

RAG & Search

AI for PMs

AI for Engineers

AI for Designers

AI for Marketers

AI for Founders

Product Sense

Product Discovery

User Research

Prototyping

Growth

Analytics

Tech Foundations

Strategy

Influence

Leadership

Career Growth

Machine Learning

LLM Ops

Context Eng

Security

System Design

Figma

Design Systems

Visual Design

Design Strategy

Automation

Content Marketing

Demand Gen

Go-to-Market

Product Marketing

Positioning

Social Media

Brand

B2B Marketing

SEO & AEO

AI for Leaders

AI Governance

Communication

Management

People Operations

Exec Presence

Storytelling

Goal-setting

Personal Brand

Fundraising

Everyone

Operators

Data Scientists

Business Analysts

User Researchers

Customer Success

Project Managers

HR Professionals

Sales People

Lawyers

Finance

Investors

Real Estate

Educators

Creators

Product managers who drive strategy, development, and launch of products.

Designers who craft user experiences, interfaces, and visual design.

Setting strategic direction, making high-stakes decisions, and translating vision into execution.

User experience design — information architecture, interaction design, usability, and end-to-end experience flows.

Introduction to Customer Journey Management

What you'll learn

Why this topic matters

You'll learn from

Tom Connole