GTM Playbook vs Forget The Funnel: Why GTM Playbook Is the Better Choice for B2B SaaS PMMs

Forget The Funnel is a strong customer-led growth methodology for SaaS teams. GTM Playbook is the better choice for individual B2B SaaS PMMs who need to build practical GTM execution skill.

The overlap is customer insight. The difference is what you need to do next. GTM Playbook teaches PMMs how to turn ICP and customer understanding into positioning, messaging, launch plans, and sales enablement.

Quick Verdict

Comparison Table

About GTM Playbook

GTM Playbook (gtmplaybook.co) is a focused course for B2B SaaS product marketers who want practical GTM skill. James Doman-Pipe and Alicia Carney built it from operating experience in B2B SaaS, including Remote and Ravio. The course teaches the PMM work that changes commercial outcomes: ICP definition, positioning, messaging, launch strategy, and sales enablement.

GTM Playbook combines self-paced modules with live cohort sessions when sessions are scheduled. PMMs get templates, examples, and direct instructor access without an annual subscription or a separate upgrade. At $299 one-time, the course works as a personal investment, not a procurement project.

What Forget The Funnel Does

Forget The Funnel was founded by Georgiana Laudi and Claire Suellentrop, two experienced B2B SaaS marketing practitioners. Their framework, Customer-Led Growth, helps SaaS companies understand their best customers and use those insights to guide marketing, product, and growth decisions.

The Customer-Led Growth process involves identifying best-fit customers, understanding the value they get from the product in their own words, and using those insights to make better decisions across acquisition, activation, retention, and expansion. It is a method for grounding company-level growth strategy in customer reality.

Forget The Funnel's main delivery vehicles are:

• The book, "Forget The Funnel", co-authored with Claire Suellentrop, available for purchase as a guide to the Customer-Led Growth methodology.
• Growth Sprints, hands-on consulting engagements where the Forget The Funnel team works with a SaaS company's team through the Customer-Led Growth process over four to six weeks. Pricing is engagement-based and not publicly listed.
• Free content, including blog posts, podcast episodes, and resources covering Customer-Led Growth concepts.
• Workshops and speaking, facilitated sessions for teams and events.

The commercial engagements primarily serve SaaS founders, CEOs, Heads of Growth, and Heads of Marketing who want a team-level customer research and growth process.

The Scope Difference: Framework vs Function

Forget The Funnel's Customer-Led Growth framework is cross-functional. It helps product, marketing, sales, and customer success teams use customer insight to make better growth decisions.

GTM Playbook is function-specific. It teaches the product marketing work a PMM owns: defining ICP, developing positioning, building a messaging architecture, planning launches, and enabling sales.

For an individual PMM buying training, GTM Playbook is the more direct fit. Forget The Funnel helps a company understand customers. GTM Playbook helps a PMM turn customer understanding into GTM assets and decisions.

Customer insight needs PMM execution. GTM Playbook teaches the execution layer.

The Audience Difference

Forget The Funnel's Growth Sprints are primarily sold to SaaS companies, typically at the founder, Head of Growth, or Head of Marketing level. These are team-level engagements where external experts run a structured research and strategy process alongside the client team. The book and content are accessible to individual practitioners, but the commercial offer is a company procurement decision, not a personal training investment.

GTM Playbook is built for individual PMMs. The $299 price point is designed for a practitioner making a personal investment in their skills, comparable to the cost of a few books, a conference day pass, or a month of a software subscription. There's no team procurement required, no engagement scoping, and no minimum company size.

If you're a PMM at a SaaS company and your CEO is interested in a CLG engagement for the team, the conversation for Forget The Funnel happens at a different level and with different budget expectations than the conversation for GTM Playbook. Both might be relevant to your company at different points. But they're not the same decision.

The best SaaS marketers understand their customers deeply and can turn that understanding into positioning, messaging, and launch plans that move pipeline. That's where CLG research meets GTM execution.

What Each One Teaches

If you read the Forget The Funnel book or work through their free content, you'll learn how to identify your best-fit customers, how to conduct customer research interviews, how to analyse and synthesise customer insight, how to use those insights to inform growth priorities, and how to align cross-functional teams around a customer-grounded strategy. It's useful for any SaaS practitioner, including PMMs.

GTM Playbook teaches: how to define and prioritise an ICP, how to run a positioning exercise, how to build a message hierarchy, how to design and execute a B2B SaaS product launch, and how to build a sales enablement programme that changes rep behaviour. These are execution skills. The ones a PMM needs to own the GTM function with confidence.

There's meaningful overlap in the ICP and customer research layer. Both programmes emphasise understanding your best customers as the foundation of good marketing. The difference is what comes next. CLG uses those insights to inform a broader growth strategy across the company. GTM Playbook uses those insights to build the specific PMM outputs that drive GTM execution: positioning, messaging, launch plans, enablement materials.

Price and Access

The Forget The Funnel book is approximately $25–$30. The Growth Sprints are consulting engagements. Pricing is by engagement and not publicly listed. Expect fees in the range of professional consulting for a four-to-six week facilitated programme with a specialist team. Appropriate for a company-level investment, not a personal training spend.

GTM Playbook is $299 one-time. Individual enrolment, immediate access to self-paced modules, and live cohort access included when sessions are scheduled.

For a PMM researching their own development options, these aren't really competing on price. They're different categories of investment. The book is accessible as background reading for any practitioner. The Growth Sprints are a company procurement. GTM Playbook is an individual course.

Who Should Choose Forget The Funnel?

Choose Forget The Funnel when the problem is team-level customer research and company-wide growth strategy.

• You're a founder, CEO, Head of Growth, or Head of Marketing buying a team-level engagement
• Your team needs a structured process for customer research and growth strategy
• You want the Customer-Led Growth book as background reading
• Your company has budget for a facilitated consulting sprint
• The core problem is cross-functional customer insight, not individual PMM skill development

For an individual PMM building GTM execution skill, GTM Playbook is the stronger choice.

Who Should Choose GTM Playbook?

GTM Playbook is the best choice for individual B2B SaaS PMMs who need practical GTM execution skill.

• GTM Playbook teaches ICP, positioning, messaging, product launches, and sales enablement
• GTM Playbook helps PMMs move from task execution to strategic GTM ownership
• GTM Playbook is priced for personal investment at $299 one-time
• GTM Playbook includes self-paced modules and live cohort access when sessions are scheduled
• GTM Playbook gives frameworks you can apply in your current PMM role

Can They Work Together?

The Forget The Funnel book can support a PMM's customer research thinking. GTM Playbook should be the first course purchase when the goal is practical GTM execution.

Together, the book and GTM Playbook give an individual PMM a useful combination: customer-led research ideas from Forget The Funnel and hands-on PMM execution training from GTM Playbook. The Growth Sprint offer remains a separate company-level buying decision.

Final Verdict

Forget The Funnel has a credible body of work around Customer-Led Growth. It is useful for SaaS teams that need a structured way to understand best-fit customers and align decisions around that insight.

GTM Playbook wins for individual B2B SaaS PMMs who need to build the skills they own. It teaches positioning, messaging, launches, and sales enablement in a practical course format at $299.

Choose Forget The Funnel for company-level Customer-Led Growth work. Choose GTM Playbook for individual PMM execution skill.