Data as a Growth Strategy

For $1M to $20M businesses, every customer represents meaningful revenue - every customer counts. Especially for SMBs where every dollar is crucial.

One medical equipment service provider had a strong hunch that their sales efficiency could be improved with better customer targeting, but lacked the data and insights to illuminate the issue. That’s where Full Send leaned in.

Sitting on valuable CRM and sales data, they knew there were untapped growth opportunities. The goal was clear: identify & prioritize customers with high potential - but how?

The Solution

We began with the end in mind: Who should the sales team focus their efforts on? And how do we think about ‘potential’? To answer this, we designed a Customer Analytical Record (CAR)—a single contextual source of truth for all customer data. This dataset consolidated essential customer information from various systems, creating a holistic view of each customer’s value, history, and engagement.

We uncovered a key issue: data fields that could indicate customer value were blank in over 75% of their records. This was a huge opportunity for quick wins to supplement the missing data with third-party sources and establish a process to ensure critical fields were completed.

Defining Customer Value

Once the data was cleaned and aggregated, we conducted a Recency, Frequency, Monetary (RFM) analysis to segment customers based on behavior and value.

• Recency: How recently a customer made a transaction
• Frequency: How often they transact (and cadence!)
• Monetary: How much they spend

This smart segmentation provided a targeted view of the most engaged and profitable customers while also identifying those with untapped potential. Through RFM, we didn’t just reveal which customers were driving growth—we also highlighted those that could be future growth drivers if nurtured effectively.

The client shared, “The unique perspective you brought — quickly drawing on data — helped us get to something tangible… specifically which accounts to target and how.”

Accelerating Growth

Leveraging these insights,  our client reshaped their strategy to acquire and cultivate customers. We showed how key attributes set each group apart and collaborated to create customized strategies for each; like reactivation campaigns for disengaged customers, or ‘lean-in’ strategies for high-potential clients.

We integrated these segments directly into their CRM, right where decisions are made; transforming their sales process into one that’s efficient and impactful. “It’s slick and it’s actively in use! It’s already a core part of our GTM strategy.”

Collaborative Success

Does this sound familiar? Full Send can help elevate your data, allowing you to do more, be more, and push your limits.

Want to know how data can drive your growth? Reach out to learn more!