Win the Retention Growth Play

Reduce Churn to Capture Revenue

According to analysts, as much as 70–80 percent of the average company’s revenue comes from existing customers.

Yet, most commercial leaders (nearly 60 percent) see no need to take a different approach between customer acquisition and customer expansion. More than half believe the same provocative messages they use when communicating with new prospects are still applicable in a renewal scenario.

Despite this pervasive belief, our research shows that customer retention conversations require an entirely different approach. When you’re the insider, defending your relationship with existing customers, you can’t disrupt the relationship—you need to reinforce your value and highlight the reasons why you’re still the safest choice.

You can’t rest on your laurels and leave it to chance—you need to actively reinforce your value and ensure your customers continue to choose you.


of the average company’s revenue
comes from existing customers.

Identify Your Growth Levers

To win your retention growth play, you need to use a unique approach that shows existing customers that you’re still the best solution to meet their strategic needs. Your messages, skills, process, and teams must all be aligned to execute it effectively.

Message Growth Lever icon


Inertia is powerful. To overcome it, your sellers need to tell a disruptive story that makes the prospect’s current situation seem unsafe and unsustainable.

Skills growth lever icon


Your sellers need to be able to articulate the unique value of your solution in every interaction with your prospects.

Process growth lever icon


 If your teams aren’t following an acquisition process that aligns with your buyers’ behaviors and motivations, miscommunications and dropped handoffs can cost you deals.

Leadership growth lever icon


For your acquisition growth play to succeed, you need to pull your managers out of the day-to-day minutia and empower them to lead.

Technology growth lever icon


Your tech stack binds your messages, content, and seller skills to your process. You don’t need more tools, but rather the right tools to support your acquisition growth play.

Empower Your Teams for Customer Retention

Customer success isn’t the only team that impacts retention. You need to ensure your sales and marketing teams are also telling the same story and following the same process to reinforce the value of your solution with your customers.

Retention graphic

Explore More Growth Plays


Drop Status Quo Bias to win new business


Leverage your relationship and evolve your solution to grow customer spend


Show how you’ve changed to reclaim lost business


Protect profitability and pass on price increases

Close the Confidence Gap

When you execute your retention growth play successfully, you actively defend your customer relationships and reduce churn. And when your retention strategies are in sync with the psychology behind your buyers’ decisions, it closes the gap between strategy and results, leading to shorter sales cycles and outsized revenue growth.