How it works
How we reach a recommendation for each account
In the homepage example, one department uses the product. Another still does the same work by hand. That's worth a conversation. Similar customers pay more. But that alone doesn't tell us if this account needs more, has the budget, or is ready to buy.
So we start with your own successful customers. We look at how they use the product and what they pay. Your team helps pick which accounts are a fair match, and approves the benchmark. Those accounts define what good looks like – not a settings screen or a generic health score.
Usage and revenue point us to the right accounts. CRM notes, support history, and what your team knows shape the options for each one. That might be a rollout, an offer of help, or leaving the account alone. We present the options. Your team makes the call and handles every customer conversation and touchpoint.
You get a benchmark and our view of where each account stands. We include a suggested next move and the evidence behind it. We also review what changed.
What this looks like on one account
This account is inspired by a real business; the numbers are rounded and illustrative.
We compare this account with your successful customers of a similar size. In those accounts, every department that does this work uses the product. This account pays $12,000 a year. Similar customers, with both departments on the product, pay $18,000 a year in total. The $6,000 gap is a comparison, not a forecast. For revenue to grow, this customer would need to buy more.
First we check the records. A department may be using the product even when the records don't show it. Records can be patchy, out of date, or at odds with each other. If so, we find out what is going on before we suggest a rollout. We also ask your team one thing. Would the second department have to pay more? If the customer has already paid for it, the job is to help them use it. That adds no new revenue.
Say a recent call confirms the second department wants to try the product. The champion in the first department is ready to help. That points to a rollout led by the champion, now, with a short video they can share. If the second department needs help to try the product, or needs sign-off, a different conversation comes first.
A guided team session fits when the second department wants to see how its work would run in the product. Your team could walk them through it.
A sponsor conversation fits when budget or sign-off across departments is the blocker. Your team could take the evidence and the rollout plan to someone who can approve it.
Your team gets the recommended move and the evidence behind it on the account in your CRM. They choose and run the play through their own channels.
Another account shows the same usage. But its second department was cut last quarter. We suggest no move, and note why for the next check.
Eight weeks on, we ask three things. Did the second department start using the product? Did billing change? What else might have played a part? Say the department got its budget but is struggling to use the product. The next move could be a guided session to help it get started.
Now say 120 accounts in the agreed segment look like this one. Which have the same opening? Which have a reason to be left alone? We make that check each week, account by account.
What we use to work out what good looks like
You don't need every source below. Before work starts, we agree which ones you have and what access we need.
- Product usage shows what customers do.
- Billing shows what they pay and when that changes.
- Your CRM shows who owns the account, its segment, and its history.
- Support shows open issues and blockers.
- Customer conversations tell us the goals and objections they have shared.
- Your guides and templates give your team material to use in a move.
- Your team's knowledge helps fill gaps in the records.
No single source proves value, or that a customer is ready to buy.
We compare customers who reached their first usage goal, stayed, expanded, or left. We look at usage and payment history by customer type and stage. Your team helps us make sense of what we find. That includes seasonal patterns and gaps between projects.
We test and refine the benchmark together as results come in.
When there is little history, we trust the benchmark less, and we say so. We keep what we saw apart from what we think might be true and still need to test.
Where your team receives it
The work arrives on the account record in the CRM your team already uses. We recommend HubSpot.
We agree how your team will note what they did on the account. The review uses those notes.
We agree a limit with your team's lead, so moves arrive at a pace the team can run. Accounts nobody has worked stay ranked. We look at them again at the next check. They don't become a backlog your team has to clear.
What changed, and what do we do next?
Before your team acts, we agree the outcome and how we'll judge it. Sending a message is activity. A customer reaching an agreed milestone is progress. A renewal or a paid expansion is a business result. We agree a time window for each. That way an early milestone doesn't stand in for revenue.
Other sales and marketing work may feed the same result. A before-and-after change alone doesn't show our move caused it. So in the scope, we agree how revenue is credited to a play, a campaign, or a release. There is one definition, and everyone uses it. Where we can't tell what played a part, we say so.
If nothing improves, we go over what happened with your team. Then we decide together: change the move, stop it, or give it more time. Say the customer tells you an open support issue is holding up a rollout. The next move is to fix that issue before asking them to expand.
Your packaging, plan names, or product events will change. When they do, we need your team to tell us what changed and when. Together we re-check three things: what customers have paid for, what the usage records mean, and whether the benchmark and the moves still fit. Before work starts, we agree how you'll tell us about changes, and which ones we can check in your records.
When a new customer gets their first result
For new customers, we can measure an agreed usage milestone first. Later, we check whether they renew.
Say a new customer has finished one project but hasn't started a second by the agreed date. Your team's next move is to ask if they have another job that suits the product. That comes before any offer of more help. If they don't, your team agrees when to get back in touch, instead of sending more onboarding email.
What your team needs to put in
Choose one point person for access and approvals. Allow a couple of hours across the first weeks for access.
Acting on the moves takes time beyond that. Your leaders decide what work to take on, and which less useful work it should replace. Your lead goes over the moves with us, and pushes back on any that miss what they know about an account.
If a move needs content or help your team doesn't have, we say so. Any extra support is agreed separately.
If we stop working together, you keep the playbook, the benchmark, and the analysis in your systems. Our weekly checks and upkeep stop. Someone still needs to keep that work current.
Questions you may have
We grow through seats or modules, not departments. Does this apply?
Yes. The benchmark follows your product and pricing. Seats and modules are common cases. We compare each account with your successful customers on the same plan, by the seats or modules they use.
Do you only work with HubSpot?
HubSpot is where we recommend the work lands, and it's the example we show. We work in one system your team already uses. If you have another CRM, we settle on the call whether and how it would work. That happens before anything is agreed.
Who connects our analytics, and are our events enough?
We set up and look after the agreed connection. You provide access. Before scope is agreed, we check what your events show about how customers behave. Whether your events are enough depends on which customer actions they show.
What access do you need, where does the work live, and is our data safe?
We agree access in the scope, and pull nothing from your systems before then. The playbook, the benchmark, and the analysis live in systems you own. We agree safeguards in the contract, as you would with any firm that has access to your systems. See Security and trust.
How quickly will we see results?
Your first usable output is the playbook or our first account assessments. Which one depends on where you start. We measure results over the agreed time window. The example above uses eight weeks. Yours depends on the outcome we agree.
Talk to a founder
Spend thirty minutes with Kate, Simon, or Peter. We'll look at one example segment and where you'd begin.
If you're weighing doing this yourselves, hiring, or a platform, the buying guide sets out when each makes sense.