New business has a funnel, a target and an owner. Expansion has none of the three.

Most firms can tell you what it costs to win a customer. Far fewer can say what it costs to grow one, or who is supposed to be doing it.

By Steve 5 min read
Abstract bridge artwork for New business has a funnel, a target and an owner. Expansion has none of the three.

Ask a management team how they win customers and you will usually get a system: channels, enquiry volumes, conversion rates at each stage, a cost per acquisition, a payback period, someone whose bonus depends on it, and a meeting every Monday. Ask the same team how they grow the customers they already have, and the answer is almost always a description of luck. It happens when the client asks. Sometimes a delivery lead spots something. There is no funnel, no number, and no name against it. This is odd, because…

Keep reading for free

Create an account to read the rest.

The whole library is free. No card, no subscription, no trial that quietly ends. An account simply lets us know who we are writing for, and opens every article from here on.

  • Every article, in full, at no cost
  • New articles published every weekday
  • Takes about twenty seconds
Create a free account I already have one

Free means free. We will not charge you for the library, and you can read as much of it as you like.

Important: General information only. Rialto Bridge articles describe patterns and considerations that may apply to a business; they are not financial, legal, tax or accounting advice, and they take no account of your particular circumstances. Consider your own situation and seek advice from a qualified professional before acting.

More on Growth strategy

Scroll to Top