Last quarter I reviewed the CLV models of seven B2B SaaS companies between €5M and €40M ARR. Five of them were still using the textbook formula (average revenue × gross margin × average customer lifespan) and treating the output as a single number per segment. The other two had moved to cohort-based contractual models, and […]

Across the B2B SaaS and industrial accounts we’ve worked with over the past three years, dormant high-value customers respond to win-back sequences at rates between 12% and 18% when the program is built around behavioral signals rather than calendar triggers. The accounts that come back tend to share three characteristics: they had at least 90 […]

The first 30 days of a B2B customer relationship usually decide the next 30 months. We pulled activation data from a SaaS client in Q2 last year and found that accounts which completed three meaningful product actions in week one renewed at 91%, while accounts that only logged in renewed at 47%. The gap had […]

Across 40 CRM audits we ran for B2B clients between 2022 and 2024, the median account had 31% of contact records missing a verified email, 22% with stale or invalid phone numbers, and 14% duplicated across at least two records. The pipeline data was worse. Roughly half of all open opportunities older than 90 days […]

Across the SaaS and subscription portfolios I’ve worked with, second-year retention typically drops 12 to 18 points below first-year numbers. The renewal honeymoon ends, the original buyer often changes roles, and the customer’s usage patterns have either deepened or flatlined. By month 14, the segmentation logic that won the first renewal stops predicting the second […]

Most lead scoring models I audit fail the same test: when you backtest the scores against the last 12 months of closed-won deals, the correlation coefficient sits somewhere between 0.1 and 0.25. In other words, the model ranks leads almost randomly relative to revenue. The marketing team trusts the score, sales ignores it, and finance […]