Customer-Led Growth got us part of the way - but it stayed tactical, often siloed in marketing and treated as “programs” instead of strategy. Trust-Led Growth was born from the realisation that advocacy, peer proof, and belief aren't add-ons - they're the infrastructure behind modern revenue.
Buyers don't just want a good experience; they want trust at every stage, from first touch to renewal. That means Trust can't sit in marketing's corner. It must be cross-functional: shaping how sales earns credibility, how product co-creates with users, how customer success fuels retention, and how partners amplify proof.
Trust-Led Growth elevates advocacy from a campaign to a company-wide strategy - the new GTM engine that lowers CAC, accelerates pipeline, and compounds NRR.
Trust-Led Growth isn't theory - it's already happening in the micro-moments your teams overlook every day. Which brings us to a simple question ...what happened today?
- A customer praised you in Slack.
- Another told a peer they'd buy again,
- A colleagued raved about working with you.
- A deal was won before it ever touched your CRM.
None of it showed up in your dashboards.
But every one of those moments shaped your pipeline.
They're called Trust Signals - and you're leaking them every day.
- Your customers are already advocating.
- They share. They refer. They influence.
- But you don't know who. You don't know why.
- You don't know how to mobilise them at scale.
The reality...
- • 84% of B2B buyers start with referrals.
- • Only 11% of salespeople ever ask an existing customer to advocate.
- • Deals aren't won by decks - they're won by voices buyers already believe.
Today, trust is invisible. Accidental. Unmeasured. Unscaled.
- That's why CFOs won't fund it.
- And why companies keep buying growth instead of compounding it.
Until now...
Introducing Trusted. The first platform to capture, measure, and orchestrate Trust Signals - across every motion. Sales, marketing, success, and partners.
Run your GTM on Trusted and unlock Trust-Led Growth:
- • Lower CAC
- • Faster sales cycles
- • Higher win rates
- • Reduced churn
- • More profitable deals
- • Greater NRR
The fastest-growing companies this decade won't out-spend.
They won't out-hire.
