Successful customer onboarding is key to acquiring customers, and that the Net Dollar Retention measure is one of the most useful to understand how the subscription business works for a company.
We want intent, via expressed behavior; rather than using the marketing funnel, and interrupting customers with marketing. Marketing as we do it is about creating interruptions. When we buy marketing, we need to see if it matches customer intent.
What are my customers literally paying for? If they are paying for anything else than the outcome, you have waste. Waste means opportunities, for you, or someone else. New question for the 3rd customer data wave: How can we measure outcomes to increase efficiencies in the markets with a better outcome/asset for us and customers?