This report addresses three key challenges companies face in managing customer growth workflows. First, misalignment of charters across teams leads to confusion about who owns each phase of the customer lifecycle, from onboarding through renewal. Second, organizations often lack clear KPIs and metrics to measure success, making it difficult to track performance and drive improvements. Third, poorly defined processes and unclear policies create friction between cross-functional teams, slowing execution and undermining customer satisfaction and revenue growth.

The framework emphasizes the necessity of a structured and repeatable revenue growth process focused on customer renewals. By delineating the customer growth workflow, which includes phases from initial engagement to renewal, the framework guides organizations in optimizing their customer interactions. Its aim is to enhance customer satisfaction, improve renewal rates, and ultimately achieve better business outcomes.