THE WAY BUSINESS GROWS HAS CHANGED.
Traditional marketing, sales and support have hit a wall.
Growth in the 2020's requires:
Natural customer advocates.
Employees who love them.
A culture that prioritizes these.
______________
Customers nurtured like this will do amazing things to grow your business.
That's what we call Customer-Led Growth.
Your customers could be meeting–AND EVEN CRUSHING–
critical growth objectives.
Like these.
You're Fighting Human Nature.
- KPIs conflict with customer needs.
- Employees–who aren't peers of customers–struggle to establish empathy and trust.
- Hyperconnected customers avoid traditional Marketing, Sales, Support and other silos.
Today’s customers prefer to connect with other customers like them–the foundation of Customer-Led Growth.
Bill Lee can help.


"Bill's innovative frameworks are critical for today’s C-suites."
Don Peppers, author, pioneer of 1-to-1 marketing
"Bill is a pioneer of the 21st century customer relationship."
Chris Adlard, co-founder & co-author, The Customer Catalyst
Bill created the categories of Customer Advocacy and Customer Engagement and the metric, Return on Relationship™—the foundations of Customer Marketing and Customer-Led Growth.
He built a global community around these concepts, including Apple, Microsoft, Adobe, Box, Marketo, HubSpot, Palo Alto Networks, AWS, SAS, Siemens, Subaru of America and dozens of others using our educational, research, consulting and advisory services.
Widely published: 20+ publications with Harvard Business Review, including his seminal book on customer-led growth, The Hidden Wealth of Customers. Other pubs include The Wall Street Journal, Oxford Univ. Press, Organizational Dynamics and others.
HBR articles include: Marketing is Dead, Things Customers Can Do Better Than You, The Right Way to Hire Your Customers and more.
Founded longest running (16 years), most respected customer engagement conference in the world, the Summit on Customer Engagement, held in Silicon Valley.
What People Are Saying
Roundtable for a Customer Revolution
In 2020, with the pandemic raging, we found a huge outpouring of care and empathy by business leaders for their customers. Bill and partner Jeff Ernst, CEO of SlapFive selected a group of titans—both of business success and customer savvy—to rethink the customer relationship.
We began meeting in earnest over several months with a mission to uncover the pervasive dysfunctions, friction, frustrations and wasted resources we’ve inadvertently built into our customer relationships—and create a new relationship that customers love.
Now, in the time of "rightsizing" valuations and costs, this mission has become an urgent imperative.
___________
"With Bill’s guidance, we thought deeply and spoke frankly about the barriers to customer centricity,
and developed radical, research-based strategies to overcome them."
Carol Meyers, Independent Board Director, Growth Advisor, former CMO Rapid7, LogMein
Co-founder, Roundtable for a Customer Revolution
Bill's Global Community (partial)




The Vision
A growth flywheel for today's prospects and customers-at-risk,
who want most to connect with your best ACI customers.

ADVOCACY
Traditional marketing and Sales are dying. You need customers who provide natural advocacy, word of mouth, evangelism: Customers who create an ongoing movement in your market.
IDEAS & INNOVATION
Your best resource for strategy? Strategic customers. For innovation? Innovative customers. The notion that customers can't provide such input is another common misconception about human potential.
CUSTOMER OUTCOMES
Customers struggling with adoption, expansion or renewal in the post-sale often want to connect with other customers like them to "show them the ropes"—just like buyers do in the pre-sale. You want a customer base that excels at that.
The Plan
You can start connecting customers right away to impact and even crush critical growth objectives.
The
Start Now!
Sprint
Implement with
Cathedral
Builders
Dare to be
Legendary
Why wait? The customer base of a viable firm has 30% or more promoters or loyal customers. Instead of focusing on detractors, why not insert your promoters–who already love you–into critical growth challenges?
The CEO’s best leverage point is to build emotional bonds with customers and employees. That requires a purpose that’s about improving customers lives in some significant way–and then living that purpose. That’s the foundation for unlocking immense customer value.
Your customer-impacting employees should see the bigger picture of "living the purpose of the business." They need to engage and connect your best customers to meet and crush strategic objectives. End the subordination of your best customers to traditional marketing and sales motions that typically dilute their power.
A new offering for companies who want to become legendary—to create a legacy like Nike, Apple, Vanguard…
The Plan
You can start connecting customers right away to impact and even crush critical growth objectives.
The Start Now! Sprint
Why wait? The customer base of a viable firm has 30% or more promoters or loyal customers.
Instead of focusing on detractors, why not insert your promoters–who already love you–into critical growth challenges?
120 days to a Customer-Led Enterprise
The CEO’s best leverage point is to build emotional bonds with customers and employees.
That requires a purpose that’s about improving customers lives in some significant way–and then living that purpose.
That’s the foundation for unlocking immense customer value.
Implement with Cathedral Builders
Your customer-impacting employees should see the bigger picture of:
Living the purpose of the business.
Engaging and connecting your best customers to meet and crush strategic objectives.
Rather than subordinate your best customers to traditional marketing and sales motions.
Dare to be Legendary
A new offering for companies who want to become legendary—to create a legacy like Nike, Apple, Vanguard…