This was inspired by Customer Strategy Podcast Ep 9: Brett Andersen
One of the biggest fundamental flaws that exist in the Customer Strategy world, is the belief that everything should be measured based on what exists today.
Let me explain...
There is a reality we operate within today.
Our accounts have a set amount of recurring revenue that is associated with them.
Account reviews and renewal forecasts are based on the existing ARR.
Risk and churn are focused 100% on the current ARR reality.
The account load for our teams is determined by ARR, the number of accounts or a combination of the two.
What happens when this is the reality?
Incentives are misaligned...
Justification for resources feels like pushing a heavy boulder uphill...
You and your team operate from a defensive position...
You and your team lose the critical element of predictability...
Your leadership is called into question...
Regardless of whether you are on the front lines or in the leadership seat, the impact and potential ramifications are the same.
Why does this happen so often?
It's what is right in front of us...
It's easier than the alternative...
Problems abound and we can focus on the immediacy of addressing issues...
We can feel significant in solving problems...
We can achieve some targets...sometimes...
So what's the alternative?
Look at the potential...
Run your day/week/month/year based on what is possible...
Contribute more to the business than you ever have before...
Get your team excited to do strategic work that has a real impact...
Deliver so much value to your customers that they can't wait to write you a bigger check...
If you want help fixing this, apply to work with me.
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Nils
PLUS: Whenever you're ready... here are 3 ways I can help you bulletproof your Customer Strategy:
1. Apply to work with me
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2. Download the Customer Strategy Method Blueprint
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3. Be a guest on the Customer Strategy Podcast
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