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Research Report

The LAER-Based Approach To Customer Growth

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June 11, 2024

Overview

Challenges
Establishing coherent business capabilities across each stage of the LAER model is crucial for moving towards common growth goals. This report outlines best practices that companies should deploy across the LAER life cycle to achieve sustainable and profitable growth.
Summary
The report presents the LAER-based approach to customer growth, crucial for companies seeking sustainable revenue in a competitive landscape. It outlines four stages: Land, Adopt, Expand, and Renew, emphasizing the interconnected nature of these phases. To succeed, businesses must integrate best practices and capabilities at each stage to enhance customer value and drive profitability.

Included in the full report

Four Key Stages:

The LAER model consists of Land (acquiring new customers), Adopt (ensuring product/service adoption), Expand (selling more to existing customers), and Renew (customer retention).

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Unified Business Capabilities:

Companies should establish cohesive processes, technologies, and personnel aligned with strategic goals to facilitate customer growth.

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Importance of KPIs:

Aligning metrics such as contract renewal rates and expansion rates is vital for monitoring performance and achieving business objectives.

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Resource Orchestration:

A team-based approach is necessary to handle different complexities in the growth process, ensuring the right resources address the appropriate tasks.

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Best Practices for Success:

Implementing practices like designing renewable offers and training customer success managers can significantly enhance subscription growth rates and customer retention.

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