Sue Duris

Most companies keep CX and Marketing siloed. I bridge them—creating unified customer strategies that drive revenue growth, not just satisfaction scores. My background: I've led both CX and Marketing functions across SaaS, fintech, and financial services for 15+ years. I've also served as a Non-Executive Director and advised CEOs who needed C-suite perspective on customer strategy but didn't have it in-house. This dual expertise is rare—and it means I can help you connect customer insights to marketing execution, build programmes that work together (not against each other), and speak both languages when these teams aren't talking. I've coached 100+ founders and led fractional engagements delivering 250% engagement lifts, doubled revenue, and 92% retention rates. I work with: · Startup and scaleup leaders building their first CX or Marketing function · Leaders in transition – CX → CRO, Marketing → CMO, taking on functions they haven't led before · CEOs and founders who need board-level customer strategy advice but don't have that expertise in-house I can help you: Bridge siloed CX and Marketing teams for unified strategy Translate customer insights into marketing that resonates Build VoC frameworks that drive actual decisions (not just reports) Refine product-market fit, ICP, and GTM strategy Navigate leadership transitions and imposter syndrome Connect metrics to revenue, retention, and churn (not just NPS) How I work: Direct and practical. I've led the functions you're building, advised the C-suite, and made the mistakes you're trying to avoid. No theoretical frameworks—just solving the specific problem you're facing right now. Beyond mentoring, I take on fractional CX/Marketing leadership (3-18+ months) for ongoing support. Book a session. Let's figure out if I can help.

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  Building a team

  I advise leaders on building and scaling CX and Marketing teams—including defining roles, hiring for gaps, structuring teams for growth, and ensuring CX and Marketing work together rather than in silos. Particularly valuable for first-time CX or Marketing leaders building their functions.

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  Customer success

  I help startups and scaleups build customer experience and success programmes that drive revenue and retention, not just satisfaction scores. This includes voice of the customer (VoC) frameworks, journey mapping, customer segmentation, and connecting CX metrics to business outcomes executives actually care about.

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  Go to market strategy

  I help companies create go-to-market strategies that bridge CX and Marketing for unified customer approaches. This includes connecting customer insights to GTM execution, building launch strategies informed by customer research, and ensuring your GTM plan actually resonates with target customers.

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  Growth marketing

  I develop integrated growth marketing strategies for B2B SaaS, fintech, and financial services companies—including positioning, messaging, content strategy, and customer acquisition approaches that connect marketing execution to actual customer insights and behavior.

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  Leadership

  I coach leaders navigating career transitions—CX to CRO, Marketing to CMO, first-time function leadership—and help them build confidence while building capability. This includes managing imposter syndrome, stakeholder alignment, and learning to lead functions you haven't led before.

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  Product market fit

  I work with teams to identify unmet customer needs, refine their ICP, define their MVP, and determine which customer segments will drive the most value. This includes customer research, persona development, customer strategy development, and validating whether your product solves a problem people will pay for.

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  LucidChart

  10 years of experience

  Used for customer journey mapping, service blueprints, and process design. Created visual frameworks to align cross-functional teams on customer experience strategy and identify friction points across touchpoints.

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  Zendesk

  9 years of experience

  Led Zendesk implementations for customer support and feedback management. Integrated with CX programs to capture insights, improve response times, and optimize customer journey touchpoints for better experience outcomes.

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  Google Analytics

  19 years of experience

  Built analytics dashboards to track customer behavior, engagement, sentiment, and business outcomes. Used data to optimize content strategy, identify high-value segments, and connect CX metrics to revenue and retention.

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  Hubspot

  11 years of experience

  Implemented for marketing automation, CRM, and customer journey management. Used to create integrated customer acquisition and retention campaigns connecting marketing and CX efforts.

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  Intercom

  9 years of experience

  Implemented Intercom for customer engagement and communication management. Used to capture real-time feedback, manage customer interactions across journey stages, and improve engagement rates through targeted messaging.

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  Mailchimp

  12 years of experience

  Implemented for email marketing and customer communication campaigns. Used to execute onboarding, engagement, and retention strategies connecting marketing to customer lifecycle management.

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  Salesforce

  16 years of experience

  Implemented and managed Salesforce ecosystems for CX and marketing programmes. Built KPI dashboards, integrated VoC touchpoints, used Marketing Cloud to drive 23%+ click-through improvements and customer engagement, used Tableau for data visualisation.

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  Wordpress

  19 years of experience

  Built and managed content marketing platforms and corporate websites. Used for content strategy execution, SEO optimization, and publishing thought leadership across owned and external properties.

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  Software

  Led CX and Marketing functions for B2B and B2C software companies from startup to scale. Built integrated customer strategies that connected experience insights to marketing execution, resulting in 250% engagement lifts and 400% user growth.

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  SaaS

  Led CX and Marketing functions for B2B and B2C SaaS companies from startup to scale. Built integrated customer strategies that connected experience insights to marketing execution, resulting in 250% engagement lifts and 400% user growth.

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  FinTech

  Served as Director of CX for fintech startup, building VoC programmes and customer journey strategies from scratch. Drove 250% engagement increase, 20% CSAT/NPS improvement, and helped scale to 40,000+ users in five months.

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  Financial Services

  Built CX programme for global financial services organization (5,300+ members, £35M revenue) achieving 30% engagement uplift, 85% engagement rate, and 92% retention through integrated stakeholder experience strategy.

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  Unified Communications

  Led CX transformation for global telecom company, redesigning VoC programmes and survey frameworks. Increased response rates by 120%+ while improving data quality and customer insights.

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  Hospitality

  Developed integrated CX and marketing strategy for UK hospitality business during COVID crisis. Doubled revenue in under 6 months through customer journey optimization, community engagement, and data-driven decision making.

• https://labs.openviewpartners.com/net-promoter-score/#.W81-Fi-ZOIY
• https://labs.openviewpartners.com/how-to-conduct-win-loss-analysis/#.W81-Ty-ZOIY
• https://www.icmi.com/Resources/Social-Media/2018/05/Is-Your-Social-Media-Customer-Service-Helping-CX
• https://nicholeelizabethdemere.com/achieving-product-market-fit-should-be-job-1/
• https://www.mycustomer.com/experience/voice-of-the-customer/why-your-customer-feedback-isnt-actionable-and-what-to-do-about-it
• http://customerthink.com/is-2018-the-year-customer-experience-and-customer-success-converge/
• https://www.cmswire.com/customer-experience/voice-of-the-customer-needs-a-reset-enter-ai/
• https://www.cxnetwork.com/artificial-intelligence/articles/ai-governance-leaders-guide-responsible-implementation
• https://m4comm.com/mastering-product-market-fit-a-startups-guide-to-growth-in-2025/