The A-R-C of Success: Acquisition, Retention and Cross-Selling

Are your marketing, sales and customer service activities "one size fits all?" Some businesses rely almost entirely on generating new business, while for others the top 20% generate 80% of revenue.  And, regardless of whether they rely on new business or retention, often they communicate with customers in a standardized mass-approach way.  Companies like American Express, Adobe, Lands’ End, and SAP are creating senior management positions dedicated to optimize “customer success” which really puts the customer in the driver’s seat.
Technology has given customers more autonomy and choice and to keep and grow your customer base you need to make sure they have a great experience every step of the way – from sales to service to billing.  So it’s really important to segment your sales pipeline by looking at customer acquisition, retention and cross-selling, setting specific growth goals and targeting your prospects or customers with relevant communications.