In an era where growth strategies are dominated by customer acquisition campaigns and digital advertising, most companies are overlooking their most powerful growth driver; their existing customers.
That’s the message from Shayne De la Force, Founding Partner at The CMO Syndicate, who opened the recent CEO Accelerator webinar with a challenge to conventional wisdom:
“Too many companies think growth is about bringing in more customers,” De la Force said. “But the truth is, your best growth engine isn’t marketing or sales; it’s your customers.”
The Growth Misconception
The biggest misconception CEOs make, according to Faisal Laljee, CMO Syndicate Partner and co-presenter, is believing that growth is primarily driven by new customer acquisition.
“Companies that focus solely on new customers are leaving money on the table,” said Laljee. “It costs five times more to acquire a new customer than to retain an existing one, yet only 18% of businesses focus on retention. That’s staggering.”
De la Force agreed, noting that in many B2B markets, acquisition costs can soar even higher when targeting international audiences.
“If you take one thing from this discussion,” De la Force emphasized, “it’s that your biggest opportunity for growth is your existing customer base.”
Introducing the Customer-Driven Growth Model
Rather than starting at the top of the funnel with awareness and acquisition, The CMO Syndicate’s Customer-Driven Growth Model begins at the bottom; with advocacy.
“Your customers already know you, they already love you,” said De la Force. “That’s where growth really begins.”
Laljee outlined the model’s four pillars:
“When you get these four right,” Laljee added, “your customers become your sales team.”
De la Force noted that organizations embracing this model don’t just reduce acquisition costs, they make each customer exponentially more valuable over time.
Pillar 1: Advocacy - From Customer to Champion
Customer advocacy happens when people don’t just buy from you; they talk about you.
Laljee illustrated with examples from global brands:
“Look at Lululemon,” he said. “They invite yoga instructors to teach in their stores, building a sense of belonging. That’s advocacy when customers become ambassadors.”
He also cited Apple and Nike, whose loyal communities line up for product launches and share their excitement with the world.
“That’s what every brand should aim for,” Laljee explained. “Not just satisfaction, but enthusiasm.”
Pillar 2: Retention - Love, Not Loyalty
Retention isn’t about repeat purchases; it’s about relationships.
“Your customer has to love you,” said Laljee. “They should feel that giving up your brand would mean losing something they value.”
The data backs this up: existing customers are 67% more likely to buy again, and increasing retention by just 5% can boost profits by 25% to 95%.
“There’s huge potential there,” added De la Force. “Just ask Amazon Prime or Starbucks; once you’re in, you stay in.”
Pillar 3: Expansion - Grow With Your Customers
Healthy businesses grow alongside their customers.
“Each year, your existing clients should be spending 10 to 30% more with you,” said Laljee. “That’s how you create scalable, sustainable revenue.”
De la Force pointed to Apple’s ecosystem as a prime example:
“You buy an iPhone, then add iCloud, AirPods, a MacBook; and before you know it, you’re in for the long haul. That’s horizontal and vertical expansion in action.”
Pillar 4: Referrals - Turn Customers Into Your Sales Team
“Referral customers churn less and stay longer,” Laljee explained. “When a friend recommends your brand, that’s instant trust.”
Dropbox and Uber, for example, grew exponentially through referral programs. Dropbox’s referral strategy alone boosted sales by 3,900%.
“Your customers should be your biggest lead source,” added De la Force. “They’re your highest-margin sales channel.”
Building a Customer-Driven Framework
To help organizations operationalize this model, the speakers shared a practical four-step framework:
“Growth isn’t just about more customers,” De la Force said. “It’s about maximizing every customer you already have.”
Measuring Customer-Driven Growth
During the Q&A, a participant from London asked how to measure success beyond retention rates.
“Look at Net Promoter Scores, lifetime value, expansion revenue, and referral metrics,” said De la Force. “Those are the numbers that tell you whether your strategy is really customer-driven.”
Laljee added:
“McKinsey found that companies leading in customer experience see twice the revenue growth of those that lag behind. That’s the business case for customer obsession.”
Applying the Model to B2B
When asked whether this approach works for B2B companies, both speakers agreed; absolutely.
“In B2B, trust and relationships are everything,” said De la Force. “Create customer councils, advisory boards, and peer forums. Let your best clients become your evangelists.”
Laljee agreed, adding:
“Even in software and tech, customer-led growth comes from education and empowerment. Don’t just sell the tool; help your customers grow with it.”
Final Thoughts
The takeaway from the webinar was clear:
“The most profitable growth model isn’t sales-driven; it’s customer-driven,” said De la Force. “Your customers should be your greatest source of leads, insights, and revenue.”
At The CMO Syndicate, we help CEOs and marketing leaders turn their customer base into their most powerful growth engine.
📩 Contact us here to learn more about how The CMO Syndicate can help enhance your visibility.
🎥 Watch the full session here.