How a B2B marketing services company decided where its growth really was
73% of last year's clients hadn't come back, and no opportunity recorded its source or why it was lost.
Starting point
It sells campaigns to brands' marketing departments and invoices by project. Revenue had been flat for three years, and the plan was to grow by hiring salespeople.
What the Diagnostic found
- 73% of last year's clients hadn't bought again.
- No opportunity had its source or its loss reason recorded.
- Volume wasn't the problem: the pipeline created was six times what was won.
What was decided
Look for growth in repeat business, not only in new business, with an account function and an annual plan per client. Quick wins: source and loss reason mandatory in the CRM, and a renewal routine with an owner.
What was delivered
- Revenue Diagnostic
- Client Master Brief
- Knowledge Base
- Competitive Landscape
Result
In progress.