Most sales and marketing training focuses on the front end of the customer journey – how well you’re finding and converting opportunities into clients.

In this week’s case study, we can see how stopping there might mean you’re making the wrong decisions when investing your marketing dollars and business development time.

It’s critical you understand the lifetime value of your clients – measuring retention, not just the initial sale. And if there’s no difference? Well extending your product range and increasing the value of existing clients sounds like a super profitable strategy!