Account Management Secrets Episode 27: The 5-Year Customer Model
Most companies chase new customers without realizing retention is where real growth happens. Bob Mathers joins Alex Raymond to share why the smartest businesses focus on keeping customers for five years and how the right strategy can turn retention into a competitive advantage.
In this episode, Bob breaks down the 5-Year Customer Model and explains why high churn is often a sign of deeper problems. Are companies setting themselves up for long-term success, or are they still stuck in outdated sales-driven models? Bob challenges leaders to rethink how they structure teams, run QBRs, and measure success. Instead of leaving retention to customer success teams alone, he lays out a case for making it a company-wide effort.
Bob and Alex’s discussion is a must-listen for account managers and business leaders ready to move beyond quick wins and start playing the long game.
Episode Breakdown:
00:00 Introduction
02:08 Bob Mathers’ Journey to Customer Success
04:52 The 5-Year Customer Model
05:03 Frustration with Customer Success Conversations
06:06 Shift from On-Prem to SaaS Models
08:10 The Burden of Generating Value
09:09 The Role of Customer Success in Long-Term Retention
11:35 The Role of Customer Success Managers
14:48 The North Star Goal: Five-Year Customer Retention
17:04 Ideal Customer Profile and Marketing Alignment
20:03 Commitment to Long-Term Goals
21:08 The Role of the CEO in Driving Change
22:02 Single-Digit Incremental Improvements vs. Mindset Shift
25:09 Core Functions, Behaviors, and KPIs
26:46 The Role of Data in Customer Success
27:18 Is a 5-Year Customer Good Enough?
28:06 The Role of the Chief Customer Officer
29:00 The Future of Customer Success and CCOs
32:32 The Role of Product in Customer Success
35:05 Optimal Structure for Customer Success Teams
39:48 Closing
Links
Connect with Bob Mathers:
LinkedIn: https://www.linkedin.com/in/bmathers/
Website: https://bobmathers.ca/
Connect with Alex Raymond:
LinkedIn: https://www.linkedin.com/in/afraymond/
Website: https://amplifyam.com/