Traditional Marketing and Sales are increasingly obsolete.
Your CUSTOMERS
should by leading profitable growth.
Exceptional companies are engaging customers to...
CRUSH difficult growth objectives.
GO TO MARKET
OnePlus's Customer Community co-created its first phone and evangelized it to the market.
Result: $300M sales in first year; $330 marketing spend.
RETENTION
SAS Canada's "Customer Champions" restored retention rates by organizing 20 live events in 13 cities that drew 2,000 customers.
Result: Retention rates restored from 83% to mid-94-96%. No marketing spend needed.
MARKET SHARE
Zoom relied entirely on natural customer advocacy in its first two years (no marketing spend.) Despite being late to the industry, Zoom's market share today leads all competitors combined.
ACQUISITION
Early Salesforce ($440M rev.) "closed" 80% of prospects at its live events, simply by making it easy for prospects to talk to customers—no sales pitch required.
COSTS
Microsoft’s customer community, led by its "MVPs," cut support costs by $100s M—and improved support satisfaction scores.
INNOVATION
LEGO's 1000+ developer-customers created a robot that could solve a Rubik cube and other monster hits that internal developers couldn't match—a harbinger of Lego's return to profitability and triumph over Sony's internally designed robotics.
What keeps your customers from crushing growth objectives?
Your Organization is Fighting Human Nature
- KPIs align poorly with customer objectives.
- Marketing, Sales, Support etc. create conflicts of interest with customers.
- Employees struggle to establish empathy and trust with customers.
- Unsurprisingly, Customer Experience initiatives often fail.
Customers-at-risk would rather connect with other customers like them.
Bill Lee can help.
"Bill is a pioneer of the 21st Century Customer Relationship.." Chris Adlard, co-author, The Customer Catalyst.
Return on Relationship™
Created the categories of Customer Advocacy and Engagement and the metric, Return on Relationship™—which form the foundation for Customer Marketing.
Built a global community around these concepts, including Apple, Microsoft, Adobe, Box, Marketo, HubSpot, AWS, SAS, Palo Alto Networks and dozens of others receiving educational, research and advisory services.
Widely published, including Harvard Business Review with 20+ articles and the seminal book on customer-led growth, The Hidden Wealth of Customers.
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, theSummit on Customer Engagement, held in Silicon Valley.
In 2020, Bill co-founded the Roundtable for a Customer Revolution. He and other titans in customer engagement are reinventing the customer relationship from the ground up.
CLIENTS
Testimonials
The Vision
Three levers connect customers-at-risk to customer advocates,
that crush growth
MARKETING & SALES
Traditional marketing and Sales are dying. You need customers who create natural advocacy, word of mouth, evangelism. Customers creating a 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 of the human customer.
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 crush critical growth objectives.
Here’s how we can help. Customizations include Advisory, internal Workshops, external Roundtables, and Research.
The
Start Now!
Sprint
120 days to a
Customer-Led
Enterprise
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.
Engaging and connecting your best customers to meet and crush strategic objectives.
Rather than subordinate your best customers to traditional marketing and sales motions.
A new offering for companies who want to become legendary—to create a legacy like Nike, Apple, Vanguard…
Plan
Start connecting customers right away to impact and crush growth objectives. Here’s how we can help.
Customizations include Advisory, internal Workshops, external Roundtables, and Research.
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 connect the 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 it.
That’s the foundation for realizing 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 great 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…