SOLUTIONS - THE GROWTH CASE
Most companies grow backwards
Acquisition first. Retention last.
Like trying to fill a bathtub with the drain open.
In mature B2B markets, acquisition means taking a buyer from someone else...
the hardest, most expensive path.
There is a better sequence, and it starts with the revenue you already have.
THE REAL PROBLEM
You're working too hard for the growth you're getting
Revenue leaders don't believe they have a retention problem. Accounts renew. CX scores look healthy. What they feel is: growth is harder than it should be. Pipeline pressure never lets up. AMs are reactive, not strategic. The organization runs hard to stay in place.
The cause is buyer equity mix. Across industries, roughly one-third of buyer relationships sit in economically fragile tiers, generating friction, consuming effort, delivering less.
"We have these high NPS scores yet we can't seem to grow."
— CEO, ($6B company)
34% of buyers
sit in At Risk tiers across industries, generating friction, not growth
THE FOUR ECONOMIC TIERS
Every buyer relationship is an economic classification
Not personality types. Economic positions with distinct, measurable financial characteristics. The relationship between earned Buyer Equity and economic behavior isn't gradual. It has a threshold.
Retention
Share of Spending Index
Pricing Leverage
Account Team Effort
~70%
60
10%+ discount
~2.5% more
Value Destroyer
Costs most,
pays least
~80%
100
Procurement Led
Baseline
Friction Source
More effort,
less return
~95%
113
Stable
~2.5% less
Growth Candidate
One shift from
Trusted Advisor
~99%
115
1–5% premium
~5% less
Compounding Asset
Renews, expands, defends you
THE SEQUENCE THAT WORKS
Retain → Expand → Acquire
Not because retention is safe, because it's where the highest-return investment lives.
R
Retain
Stop the bleeding first
Identify every at-risk buyer. Intervene before erosion reaches the renewal. Protect the revenue you've already earned. Retention costs a fraction of acquisition.
$585M
annual retention value
(93% vs 80%)
X
Expand
Grow through trust
Trusted Advisors give 2.5× share of wallet and are 9× more likely for first call. Cross-sell where relationships already exist. Growth here costs a fraction of new acquisition.
$61M
incremental from
15% portfolio shift
A
Acquire
From a position of strength
Only after you've protected and grown. Warm referrals from Trusted Advisor buyers convert at rates no outbound campaign can match. Grow by not shrinking.
93%
sustained retention
over 5+ years
R X A
An arithmetic identity. In enterprise B2B, there are only three sources of revenue growth. Buyer Equity governs all three. Manage it at the individual level and the economic engine accelerates. Ignore it and you're replacing revenue instead of compounding it.
RETENTION PHYSICS
The compounding curve
Every incremental percent above 90% adds years of tenure.
The math isn't intuitive, which is why most companies underinvest in it.
THE FORMULA
Tenure = 1 / (1 − Retention)
90% retention feels safe but is still
"flat-curve territory."
The compounding zone begins around 94–96%.
A company at 88% and one at 94% feel similar in any given year. Over a decade, one has nearly double the average tenure.
3 yrs
5 yrs
10 yrs
12 yrs
17 yrs
25 yrs
70%
80%
90%
92%
94%
96%
WHERE TO GO NEXT
The same argument, in your language.
Revenue / Growth Leaders
The Net Retained Revenue (NRR) problem and the buyer-level answer.
Read the case >
Strategic / National Account Leaders
Prevent surprises.
Give your teams the data to make coaching and action real.
Read the case >
CX / Client Health Leaders Leaders
Your data is accurate. Here's the activation layer that drives the organization forward.
Read the case >
Why Invest in Improving
Customer Experience?
Build Strong VOC Programs
Measure how changes in client engagement affect account performance and get actionable solutions for your whole team
Reduce Churn
Accurately pinpoint which customers view you as transactional, require attention and are poised for churn.
Increase Revenue
Identify cross-sell and upsell opportunities, buyer readiness and improve user productivity and increase share of wallet.
Power Product & Service Innovation
Fuel future innovation by looking at how customers use your products and services.
GO BEYOND CUSTOMER SATISFACTION
At Encompass-CX, we’re on a mission! We want to help companies go beyond customer satisfaction by using data to power a different customer experience. Encompass-CX is a Customer Experience Management application designed to collect data from disparate systems with the single goal of measuring the overall customer experience.
Our technology provides real-time visibility into the health of your accounts, products, and service teams, along with meaningful insights and automated actions that can be used from the executive level boardroom to customer-facing teams.
We believe organized data leads to organized action.
PERCEPTION AND FACT-BASED DATA
Encompass-CX provides a truly unique look at the overall health of your customers. Our application collects and measures both perception and fact-based customer data.
So, what is the difference between perception and fact-based data? Perception data is traditionally information gathered about your customers from surveys, usually via email. While fact-based data are pieces of information gathered from support tickets, emails, and/or phone calls logged in your CRM, for example. These various streams of information about your customers are brought together and measured through our action engine to provide insights about your customers that otherwise go unnoticed.
Determine Customer Health
Discover, through our one-of-a-kind scoring metrics, accurate customer experience metrics, built to determine buyer intent and at-risk customers.
Decrease Costs
Improving the customer experience means fewer issues to resolve; which ultimately leads to fewer resources needed, and a decreased cost to serve.
Follow the adage everyone’s in sales? Our platform breaks down how you measure the customer experience to ensure positive action is taken.
Extend Client Tenure
Explore More CX Resources
BETTER UNDERSTAND
CX MANAGEMENT
Discover how our technology can help fuel your marketing and sales efforts and is the smarter approach to measuring the customer experience.
LEARN ABOUT OUR SUCCESS
Read our datasheets, white papers, and case studies and learn more about how we’ve helped businesses like yours!
ABOUT US
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