What if the most valuable growth channel in B2B wasn’t your outbound team or your ad budget, but your users?
According to Jacco Van Der Kooij’s latest (and previously private) GTM playbook, the game is changing. And up until now, this strategy has only been shared behind closed doors at exclusive, high-ticket events. But in this episode, we’re breaking it wide open.
This isn’t a stack of hacks or a shiny new funnel trick. It’s a shift in how commercial leaders think about growth. The core idea? Stop obsessing over leads and start activating users. The companies that figure this out first—Notion, Loom, Snowflake—aren’t just growing, they’re building unstoppable momentum.
We dig into why the old funnel is failing, what the “user-led” model actually looks like, and how revenue leaders can finally align product, sales, and customer success without breaking their teams in the process.
We get into:
Why the classic sales playbook is hitting a wall and what’s replaces it.
How user activation can unlock pipeline without increasing CAC.
What companies like Loom and Notion are doing to turn customers into advocates.
Why GTM leaders need to stop thinking in leads and start thinking in ecosystems.
How to build real growth loops using cohorts, ambassadors, and community.
The uncomfortable truth about how little most companies know about their own users.
Main takeaways:
Funnels are becoming more expensive and less effective. User-driven growth is the scalable alternative.
“Recurring revenue comes from recurring impact” is only part of the story—recurring user-level impact is what drives real expansion.
Most companies know more about their leads than their actual users. That has to change.
Community, events, and in-product activation aren’t “nice to haves.” They’re the new frontlines of pipeline generation.
CROs and founders who embrace this shift will outpace those still clinging to cold calls and ad spend.
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