Sprout Social identified the need to move beyond inbound and outbound motions to fully embrace its customer-first ethos. This meant reaching the right personas with the right messaging by sensing and responding to customer needs as they changed and evolved throughout the customer lifecycle. In this case study, we describe how Sprout Social developed a holistic signal-sensor network powered by people, process, and technology to drive customer-led growth, leveraging Forrester as a strategic partner in its insights-driven transformation to customer obsession.