---
title: AI for CX and CS, and Customer-Led Growth
description: Gianna Scorsone discusses how aligning customer marketing with customer success drives revenue by boosting win rates, reducing time to close, and improving retention.
image: https://www.tackgtm.com/hubfs/Imported_Blog_Media/GTMND-thumbnail-main%20show%20gianna%20scorsone-2.png
---

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### **When Nike Forgot Who It Was (And What CEOs Must Never Forget Again)**

On this episode of GTM NewsDesk, hosts Nick Bennett and Mark Kilens dive into why customer-led growth (CLG) is emerging as a critical but underutilized revenue channel. They’re joined by Gianna from Champion, who breaks down how customer marketing, community, and advocacy can drive both pre- and post-sale impact—when done right.

Key headlines include Zendesk’s AI-powered CX stack and the launch of “Agency,” a new company helping CS teams scale with agentic AI. Both stories underscore the same theme: the future isn’t just automation—it’s empowerment. Teams need to offload the repetitive to focus on moments that matter.

Gianna outlines how most orgs treat CLG like a disconnected point solution (references, testimonials, case studies) rather than a cohesive growth motion. Her core point? CLG is a channel—just like inbound or outbound—and should be resourced, tracked, and aligned with business outcomes like win rate, time to close, and retention.

They also unpack the org chart question: Should customer marketing roll up under marketing, CS, or CROs? The answer: it depends on company context—but alignment is non-negotiable.

🔑 Key Insight: Influence matters. Customer marketers must become connective tissue between sales and CS—fueling deals, reducing churn, and surfacing insights that drive pipeline and renewals.

---

👇 Want to go deeper?

In the exclusive segment, Gianna shares how to map CLG to customer journey stages, activate champions, and educate the C-suite on why this strategy unlocks full-funnel impact.

---

 

EXCLUSIVE CONTENT

 

 

### [![Mark Kilens](https://app.hubspot.com/settings/avatar/daf76171ad085aba01bdd0a8f4b54225) Mark Kilens](https://www.tackgtm.com/blog/author/mark-kilens)

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