The pressure to land new B2B customers is constant. Prioritizing acquisition ensures your sales pipeline stays full and your business continues to scale. But too much emphasis on new logos can prevent sales teams from unlocking deeper, more sustainable revenue.
Winning new accounts is crucial, but it’s just one part of the journey. The real challenge – and opportunity – lies in turning that first win into a long-term relationship.
Customer acquisition costs have consistently climbed, making the pursuit of net-new logos an increasingly expensive and unsustainable path to growth. Most B2B sales teams still over-index on acquisition, driving high short-term gains but questionable long-term profitability.
The most scalable and resilient revenue engine isn't built on acquisition alone; it's orchestrated across the full customer lifecycle — aligning acquisition, expansion, retention, and service-to-sales into one unified system.
Invest in the right people
Having the right talent in place is key to sales success, starting with BDRs and SDRs. They play an important role, finding and nurturing the leads that create opportunities for inbound sales teams to pursue, and their hiring and training needs to be intentional.
Candidates must possess the right skillset and personality traits for the job, and they need the right training to become ambassadors for your brand and hit the ground running.
Having a strong BDR and SDR team makes a huge impact. If you lack the resources in-house, working with a sales outsourcing partner can help you scale highly skilled associates quickly.
When a global computer software company had more leads than its in-house sales team could keep up with, TTEC BDRs worked their way through about 30,000 leads from the company. The results? $6.5 million in pipeline revenue and 1,555 sales accepted leads scheduled.
But simply filling the top of the funnel, while important, isn’t enough. Relationships need to be nurtured throughout the sales lifecycle: during the acquisition, expansion, retention, and win-back stages.
Account management experts are integral, too. Make sure you have team members who know how to drive value and increase average revenue per user (ARPU). They should be managing customer lifecycle stages through advanced analytics, identifying key events and needs to facilitate strategic cross-sell and upsell opportunities, and growing incremental revenue and customer lifetime value.
It’s much more efficient (and cost effective) to invest in solid BDRs, SDRs, and account management experts than it is to counteract churn once customers have left.
Empower teams with technology
To get the most from sales teams, empower them with technology that helps them do their jobs better and faster.
AI-powered tools can put information sellers need – customers’ buying habits, purchases histories, and paint points – at their fingertips instantly. With data-driven insights, sellers can know customers better and proactively anticipate which offers will resonate best with them, increasing the likelihood of converting.
One of AI’s biggest advantages is its ability to identify sales opportunities during customer service interactions. Most service conversations (65%) have a sales opportunity attached; uncover them with a strong service to sales strategy.
Behavioral data and intent recognition can deliver predictive, real-time insights that anticipate upsell or cross-sell opportunities during active service engagements. This AI-based intelligence gives sales teams insight to know why, when, and how to start a sales conversation – in a way that adds value (not pressure) for the customer.
When associates at a major telecommunications company struggled to uncover and convert sales opportunities during customer service calls, our service to sales solution drove a 27% jump in revenue per associate, a doubling of net revenue, and a three-point CSAT gain in just 15 days. We combined the power of AI insights with our proven sales playbook and expert sales training.
At the same company, we transformed associate training to grow revenue. We used conversation intelligence to map each call driver or intent to build out a customized sales process and strategy. Rather than pull associates off the phones for deep training, TTEC’s RevGen team created a short-term action plan for associates and leaders to leverage tools and tips from our sales playbook. The results? More than 18,000 incremental sales in care channels each month and a 280% jump in gross phone adds.
We’ve seen this approach work in the financial services industry as well. We help institutions shift from transactional experiences to proactively building better customer relationships. This type of strategy is essential for reducing churn and growing average revenue per user (APRU).
Transform your B2B sales approach
Your next big growth opportunity isn’t in chasing more leads, it’s in maximizing the relationships you already have. By aligning talent, technology, and proven lifecycle strategies, you can turn one-time buyers into long-term partners.
Ready to stop leaking revenue and gain predictable growth? Working with an expert partner can help. By consolidating acquisition, expansion, and retention services under one partner and a single leadership structure, brands eliminate the departmental silos that traditionally cause revenue leakage and finger-pointing.
Our decades of sales expertise; proven solutions; and global, multilingual workforce can help you elevate your B2B strategy while uncovering efficiencies and cutting costs along the way.
