Win-Backs on Purpose: Turn Lost and Declining Accounts Into a Revenue Engine

When a customer leaves or starts buying less, many sellers move on. They increase acquisition efforts, work harder to retain active customers, push to grow existing accounts, or wait for the customer to come back on their own.

But lost and declining accounts aren’t all the same—and they’re not necessarily gone. Often, there are clues about what changed, what the customer needed, and what might make renewed engagement possible.

The opportunity is to find those signals, understand the customer’s context, and respond with something more relevant than a generic reactivation message.

In this conversation, you’ll hear Tim Riesterer, Chief Strategy Officer, Corporate Visions, Alex Gill, Chief Strategy Officer, Harte Hanks, and Dr. Leff Bonney, Founder and Director, FSU Sales Institute, unpack what it takes to build a win-back engine: a distinct revenue motion, alongside acquire, retain, and grow, that uses an always-on, data‑driven system to identify revenue risk, learn from customer behavior, coordinate the right outreach, and improve with every cycle.

You’ll learn about the difference between a one-off win-back project and an engine that keeps working across time—and why the most effective message is often not “why change?” but “we’ve changed.”

Join Us to Learn How To:

• Distinguish fully lost customers from those declining, disengaging, or shifting spend—and diagnose the reason before responding
• Build a credible “we’ve changed” message supported by the right content, channels, people, technology, and AI
• Create an always-on learning loop that uses control groups and ongoing measurement to improve recovery over time
• Treat win-back as a distinct revenue motion with its own signals, segmentation, messaging, measurement, and operating cadence