"The first win you must secure is getting customers to their first measurable result in an outcome they care about for their business. If you want an opportunity to expand the value that you can offer a customer, you have to earn that privilege by getting the customer to their first win."
The first measurable result a customer achieves in an outcome they care about. The privilege of selling a customer your next product is earned by getting them to their first win on the previous one.
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Jeff Moss
Founder, Expansion Playbooks. A decade studying customer retention and expansion data from 75+ recurring revenue businesses.