For a certain category of marketer—one whose products or services have a long and complex buying cycle, or a high price tag, or the decision to buy needs multiple people to approve the purchase, or the product/service call for regular renewals of a contract—not all customers are equal. These marketers need a strategy in place to evaluate which customers are most valuable to pursue and retain.
Companies should have a rubric in place to evaluate and essentially score or rank their current customer set. Such a framework allows marketers and all customer-facing teams to align on how to best serve and grow each individual account in a profitable manner. While customer growth strategies are more typical for B2B companies, they can also apply to some B2C marketers, such as cable, TV or phone providers, or automotive companies that offer leasing.