Description
Who it’s for: Anyone who has to answer for a marketing number and wants to answer one question properly: Would your revenue grow if you never sold to a new customer?
What happens in it: Watch the idea unfold: a record sales quarter, the customers you already had, and the number that shows whether they are growing. In Your call you make the decisions in a real case: at the quarterly board meeting, sales report a record number of new sign-ups. Raymond, our CFO, quietly asks me: “Do we actually know if our existing customers are growing or shrinking in revenue, separate from all these new logos?” I realise we have never worked that out separately. Then, in the boardroom, you make the case to Raymond, 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 4 of 6 in the Customer retention and loyalty season of the Marketing series.
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