Maximise the value of every client relationship by improving retention, loyalty, and lifetime revenue.
Existing customers are your easiest revenue. We'll help you keep them happy, grow relationships over time, and attract more of your best clients.
Identify who your best clients are and rebuild your funnel to attract more like them. Stop taking anyone who pays you money.
First impressions determine long-term relationships. Design onboarding experiences that activate clients quickly and keep them very happy.
Train everyone to spot opportunities and have the right conversations. When clients ask for more, your team knows what to offer.
Structure how customers grow with you over time. Natural upsells that increase account value without feeling pushy or aggressive.
Most B2B teams obsess over acquisition and ignore the goldmine in front of them: existing clients. The easiest growth is the one you’ve already earned.
In this guide, I’ll show you how to keep clients longer and make them worth more over time. You’ll learn how to design retention loops, create natural upsell moments, and track client health before it’s too late.
When you build customer value into your growth model, every client becomes an asset that compounds.
Tactical playbooks for every stage of this engine. The playbooks are practical guides for tactical stuff. They complement the (paid) growth framework and help you with the tactics.
Define onboarding milestones and owners, set health signals and alerts, and run a simple weekly review that catches risk early, proves value delivered, and keeps customers for longer.
See playbook
Spot signals that more value is possible, craft add on offers, set triggers for outreach, and track conversion and revenue so expansion becomes a repeatable habit.
See playbook
Use the tools you already have. But if you're starting from scratch or want recommendations, these are the tools I use with clients and personally rely on. Consider this a bonus: helpful if you need it, completely optional if you don't.
Spectacle shows which campaigns, content and channels create customers, with funnels and an audience hub that syncs high LTV segments to ad platforms.
The books that shaped how I think about growth. Read summaries here, then buy what resonates. Learn from the best thinkers in B2B.
Alex Hormozi
A practical guide to shaping offers that convert. Translate ideas into pricing, guarantees and copy you can test this quarter with real customers.
Key concepts and frameworks explained clearly. Quick reference when you need to understand a term, refresh your knowledge, or share with your team.
Measure engagement quality by tracking the percentage of people who click after seeing your content or advertisement.
Calculate the total revenue a customer relationship generates over its entire duration to guide acquisition spending and retention priorities.
Structure your pricing, deliverables, and guarantee into a compelling proposition that makes buying decisions easier and more confident.
This topic is a module in the B2B Growth Course. Browse the resources here for free, or take the full course for structured video lessons, templates, and hands-on implementation across the entire system.
Maximise the value of every client relationship by improving retention, loyalty, and lifetime revenue. Existing customers are your easiest revenue. We'll help you keep them happy, grow relationships over time, and attract more of your best clients.
Module introduction
Customer value audit
Increase X invoices
Increase X line items
Increase X line item price
Module summary
Module summary
Most B2B marketers are either Random Ricks (trying everything) or Specialist Steves (obsessed with one channel). Generalists run tactics without strategy. Specialists hit channel ceilings. But there's a better way.
Tries everything at once. Posts on LinkedIn, runs ads, tweaks the website, chases referrals. Nothing compounds because nothing's consistent. Growth feels chaotic.
Obsessed with one tactic. 'We just need better ads' or 'SEO will fix everything.' Ignores the rest of the system. One strong engine can't carry a broken machine.
Finds the bottleneck. Fixes that first. Then moves to the next weakest link. Builds a system that's predictable, measurable and doesn't need 80-hour weeks.
Learn how she diagnoses bottlenecks, orchestrates the four engines, and drives predictable growth. Choose if you want to read or watch:
Get practical frameworks delivered daily. Seven short emails explain how Sarah diagnoses bottlenecks, orchestrates the four engines, and builds systems that compound.
Free 45-minute video module from the full course. Watch how to diagnose your growth bottleneck and see exactly what the course platform looks like.
Define onboarding milestones and owners, set health signals and alerts, and run a simple weekly review that catches risk early, proves value delivered, and keeps customers for longer.
See playbookSpot signals that more value is possible, craft add on offers, set triggers for outreach, and track conversion and revenue so expansion becomes a repeatable habit.
See playbookAlex Hormozi
A practical guide to shaping offers that convert. Translate ideas into pricing, guarantees and copy you can test this quarter with real customers.
Mike Michalowicz
A simple system for selective growth. Identify winners, cut distractors and nurture the right segments.
Verne Harnish
Practical tools for scaling a company. Use rhythms, scorecards and priorities to keep a growing team aligned.
David H. Maister
A classic on leading expert teams. Balance sales, delivery and culture with numbers that keep the firm strong.
Calculate the total revenue a customer relationship generates over its entire duration to guide acquisition spending and retention priorities.
