Description
Who it’s for: Anyone who has to answer for a marketing number and wants to answer one question properly: Are you growing, or just replacing the customers who leave?
What happens in it: Watch the idea unfold: a record sales month, a worried finance director, and the number that shows the leak in the bucket. In Your call you make the decisions in a real case: our churn rate has risen from 2.5% to 4% this quarter, just as Craig’s sales team celebrates its best quarter ever for new sign-ups. Craig says: “We’re growing faster than ever. A bit of churn is just the cost of scaling quickly.”. Then, in the boardroom, you make the case to Elaine, the chief financial officer, in three questions.
How it works: five scenes in about 30 minutes: the data film, the lesson, Your call, practice with fresh numbers that mark themselves, and the boardroom. Finish all five for your certificate. It is course 2 of 6 in the Customer retention and loyalty season of the Marketing series.
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