How Customer Data Drives Revenue and Reduces Costs There are many ways to assess how your business is doing. You can measure market share or revenue or profit. You can count units shipped or new subscribers or social media mentions. For subscription companies, it’s primarily customer retention. But underlying any measure of business success is a story, repeated over and over. If all goes well, the story looks something like this: New Customer Land Expand Evangelize2 From Analysis to Action The performance of a business maps directly to the success of the story behind each customer. In today’s market, the story has not changed — at least, the broad outline hasn’t — but how businesses look at it and how they respond to it is undergoing a significant transformation. A major driver b

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