Acquiring new leads and growing the top of your funnel is critical to growth. New logo business is the act of planting new seeds that will grow over the years and continually yield fruit to grow your business. When sales leaders are asked what the most important aspect of their business is – they inevitably answer “more leads” or “growing my pipeline.” And while new logo business is critically important – as your saas company grows – your existing accounts become a larger and larger portion of your total revenue. Over time, your existing accounts eventually become the greatest source of total revenue growth as well.
Unfortunately, most saas businesses tend to look at account management and customer success as afterthoughts. And, yes, it is true that you’ll never have the need for account management if you don’t have strong new logo growth, neglecting or postponing your focus on account management can slow down your total revenue growth.
The key to developing an index to manage customer and account health is to gain complete visibility into the relationships involved and to gain actionable insights that are based on both engagement and signals. Analyzing multiple data signals from different sources will help you discover the right answers at the right time.