# Gianna Scorsone

Gianna Scorsone works on customer marketing and revenue growth, connecting customer programs with revenue operations and go-to-market teams to support pipeline, sales, renewals, and expansion.

- Profile: https://b2binfluencer.marketing/creators/gianna-scorsone/
- LinkedIn: https://www.linkedin.com/in/giannascorsone
- LinkedIn followers: 9,743
- Topics: revenue-operations
- Based on 11 dated posts, latest 2026-07-15

## Summary

Most useful for connecting customer marketing with revenue operations to support expansion and renewals.

- Best for: B2B SaaS expansion campaigns for mid-market and enterprise accounts.
- Not for: Direct-to-consumer lifestyle campaigns needing paid short-form video for immediate online sales.
- Check first: Confirm commercial terms, audience breakdown, and recent post performance before booking.

### Takeaways

- Customer Revenue Orchestration turns revenue goals into named programs.
- Going Wide, Intelligence Hub, and Boomerang Customers are named expansion programs.
- A lost deal led to playbooks built from customer feedback.

## Main ideas

- **Grow revenue by focusing on the customer journey, not just new ARR targets**: Scorsone argues that companies should focus on the customer journey to drive compounding growth. Without that focus, sales teams face heavy pressure from artificially high new ARR targets meant to make up for missing growth. They propose pairing customer marketing with revenue operations across the customer journey.
- **Customer Revenue Orchestration turns revenue goals into named programs**: Scorsone calls the approach Customer Revenue Orchestration: helping customers influence their business. They position customer marketers to collaborate with RevOps at each stage of the customer journey and with the GTM team through key programming. The platform focuses on Building Pipe, Accelerate Deals, At Risk Signals, Renewal + Expansion Support, and Customer Engagement.
- **Customer marketing needs a central seat in go-to-market alignment**: Scorsone argues that alignment across teams is not just for the C-suite. They describe a go-to-market workshop that gives customer marketing a central seat and teaches the language needed to build stronger relationships with sales, customer success, and the broader marketing team. The post also invites RevOps people to lead the unifying strategy through the session.
- **Lost deals become playbooks and relationships**: Scorsone treats a lost deal as valuable feedback, not a dead end. Switching deliberately to first person, they make the loss personal, describe the buyer as an executive who drives revenue growth and runs impact rather than a program, and say the exchange led to a relationship and playbooks. The playbooks are for customer marketers, lifecycle marketers, RevOps people, CMOs, and CROs, and focus on driving revenue from an existing customer base.
- **Use real customer champions as the visible proof layer**: Scorsone says the platform update will feature Champions in every photo, rejecting stock photography in favor of real people. They call the revenue-driven approach "responsible growth" and invite customer Champions to send photos for the site. The posts also name customers and peers, including Cliff Simon, Heather Foeh, and Emily Cid.

## Work to read

- [Building customer revenue programs across the customer journey](https://www.linkedin.com/posts/giannascorsone_i-perk-up-when-i-get-to-talk-about-revenue-activity-7483159030002241536-WC-U)
- [Why customer journey focus beats new ARR pressure](https://www.linkedin.com/posts/giannascorsone_a-lesson-i-learned-a-long-time-ago-while-activity-7457814274003062784-2pg8)
- [A lost deal that turned into customer marketing playbooks](https://www.linkedin.com/posts/giannascorsone_she-told-me-no-and-then-bought-from-my-competitor-activity-7443316359804932096-uVxE)
- [A workshop for aligning go-to-market teams](https://www.linkedin.com/posts/giannascorsone_revops-activity-7432067919531905024-WDLE)
- [Field notes from RevFest on revenue growth as the underlying driver](https://www.linkedin.com/posts/giannascorsone_making-the-shift-from-reactive-support-to-activity-7463571144726507520-ySjk)

## Brand relationships

- **Champion** (disclosed_partnership)

## Partnerships

Gianna Scorsone's five posts take a practitioner’s approach to customer marketing, revenue operations, and customer revenue programs. Their commercial framing promotes the customer growth platform Champion and its website, but does not describe paid placements, sponsored formats, or terms a brand could buy. No media kit, rate card, audience specification, partner policy, or official partnership inquiry route is published in the posts reviewed. Brands should ask directly about sponsorship options and terms.

## Alternatives

- Jeff Reekers: Choose Jeff Reekers when the buyer wants the perspective of someone inside the company building this kind of system, rather than a practitioner teaching programs. The posts offer founder-operator insights: a year review says the company's bet is growing through existing customers, reports 100% gross revenue retention and roughly 130% net revenue retention in one segment (by the creator's own account), and names the mission as making business more human. The weekly retro post is more useful for a pilot, listing behaviors a leadership team can copy: define the single most important thing each morning and go all-in on it; treat every call as game time and show up fully switched on; and treat every deal as a committee decision by mapping execs, internal champions, procurement, legal, and technical voices before entering the room. Choose this voice if the pilot needs a sponsor who can model operating discipline and speak to org-building, hiring, and selling an advocacy product into the Salesforce ecosystem.
- Tom Kerr: Choose Tom Kerr when the pilot's main bottleneck is deal execution rather than program design. The posts offer specific seller-side craft. One describes a discount that cost $55k in ARR and 6k in commission, then gives the fix: take three seconds after hearing an objection, breathe, and let the answer form before responding. Then ask questions such as 'when you say we're too expensive, what do you mean by that?' to get the buyer to spell out the actual constraint rather than assume it. The other post offers a champion test that pairs directly with an expansion motion: a real champion has skin in the game because fixing the problem makes them look good internally, has access to the executive buyer and will make the introduction, can explain the buying process better than procurement, maps timelines and risks alongside the seller, and shapes the decision criteria. These behaviors can determine whether a customer marketing and RevOps program gets adopted once it exists.
- Ari Hoffman: Choose Ari Hoffman when the pilot centers on community and customer advocacy rather than revenue operations alignment. The posts frame community as infrastructure, not a nice-to-have, and offer an argument buyers can use to secure internal recognition: the same signal and effort gets called advocacy by marketing, feedback by product, deflection by support, adoption by customer success, and pipeline by sales, yet most teams still do not run it that way. The posts also argue that customer engagement should not sit downstream but should shape culture, product direction, and long-term growth. Hoffman is a strong fit when the client's blocker is that the business undervalues community and advocacy work, and the campaign needs to change that standing.

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AI-assisted summary of public posts. Audience demographics are not available. Engagement appears only where we checked recent posts. Method: https://b2binfluencer.marketing/methodology/