Account Management Secrets Episode 36: Relationships Drive Revenue
May 9, 2025
Guy Rubin, Founder and CEO of Ebsta, dives into the transformative role of existing customers in driving revenue. He highlights that over half of new revenue comes from current clients, urging a shift in sales strategy toward relationship management. Guy emphasizes the importance of C-suite engagement during quarterly business reviews, noting those connections lead to better upselling opportunities. He also discusses the concept of engagement scoring to track relationship momentum and the growing disparity between top-performing and average account teams.
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Existing Customers Drive Revenue
- Over half of new revenue comes from existing customers, not new logos.
- This shifts focus to customer retention and growth rather than acquisition.
Relationship Momentum Matters
- Relationship momentum and multithreaded engagement are critical for account growth.
- High engagement scores correlate with over 50% chance of opening cross-sell opportunities.
Get C-Suite Into QBRs
- Always involve C-suite executives in QBRs to boost upsell chances and retention.
- Lack of C-level participation quadruples the risk of churn.