The average customer journey now involves anywhere between 20 and 500+ touchpoints. Customer journeys no longer follow a linear path of marketing qualified lead —> sales prospect —> customer. The actual purchase journey is strewn across a range of points that go all over the map before they converge on a decision.

Organic growth is a combination of having great PMF and being at the right place at the right time. Pursuing product-led growth, where retention goals are just as important as acquisition goals, will differentiate the products that stick around from the ones that don’t.