How to drive more growth from your existing customers

Focus on demonstrating impact

This post goes into the details of how to drive more business from your existing customers by building a growth motion into your go-to-market strategy. A growth motion has 3 phases:

1. Getting to first impact

2. Demonstrating recurring impact.

3. Unlocking additional impact.

Many companies think of growth as #3 only (e.g. “expansion sales” or “upsells”), however you won’t get the opportunity to unlock additional impact without first demonstrating recurring impact (which in turn is dependent on getting to first impact).

The common thread connecting the 3 phases is “impact”. This requires a shift in mindset from being reactive to being proactive as you can’t guarantee customers will see the impact on their own, even if your product is amazing. You have to be proactive and lay it out for them.

1. Getting to first impact

Most of us call this phase “onboarding” or “activation” and orient it around giving end users access to the product, providing training and answering getting started questions.

However, the two missing pieces in many onboarding phases are