It's quite likely that, in any given year, over 80% of your profitable revenues will come from roughly 20% of your customers. And yet, Gallup estimates that 71% of your customers are ready and willing to leave you. So surely it makes sense to focus your sales and marketing efforts and resources on the customers that are more likely to deliver the greatest value?This is where I fit in. These days everyone's talking about ABM, DBM, programmatic marketing and so on. The labels may be relatively new, but the approach certainly isn't. Successful customer acquisition and retention has always been about understanding the priorities of your best customers and prospects; aligning your business and your people to these; engaging them effectively at each of the key stages of their sales cycle. This is nothing revolutionary - it's just common sense.I'm fortunate enough to head up a business that not only understands this process. but which has, over the past 40 years, also evolved the skills and experience to deliver it for some of the world's leading brands. We are committed to challenging the market, and to building relationships with ambitious new clients that share our perspective and our values.