Customer strategy for greater growth capability.

Stuck in a cycle of short term acquisition campaigns, discounting and sales incentives? Jump off the monthly target treadmill and build a data led, customer first, engine for long term growth.

Learn more

What’s the problem?

Many mid sized companies experience lumpy revenue as a result of short term acquisition tactics to meet monthly targets, combined with a customer base containing many low value, high churn transactional relationships.

A common misconception is that improving marketing campaign efficiency and sales conversion is the solution, but this rarely achieves transformational improvement, especially if that lemon has already been squeezed.

Effective companies have centralised data sources, customer-centric, lifetime value-based strategies that unify staff and dedicated programs. Siloed structures, limited internal expertise and competing priorities put this out of reach for others.

How can we help?

25 years of services industry experience has proven to us that the sales and marketing paid lead generation treadmill is broken and businesses need to focus within. After all, 65% of business revenue flows from existing customers and a 5% increase in retention can yield a 25% to 95% profit boost.

Paul & Co is led by LinkedIn Top Strategy Voice and multi award winner, Paul Argus. We place data, customer centricity and a focus on building value propositions and capability rather than campaigns as foundations for delivering profitable long term customer relationships and evidence based decision-making. We love solving business problems and have been internationally recognised for how well we do it.

As a Fractional consultancy, you can access our thinking without full time C suite investment. Benefits include consistent revenue growth driven by greater customer lifetime value, informed decision-making, more focused value propositions and greater organizational alignment.

Our customer strategy principles

Data driven

Establish a centralized data source using voice of the customer (VoC) for evidence-based decision-making across the company. Set customer effectiveness measures, including lifetime value, feature usage, and response times, for each department, complementing traditional financial metrics.

Embed the customer strategy

Develop a narrative that ensures every department understands and embraces the customer strategy, committing to build the required capabilities to consistently deliver the customer value proposition (CVP).

Reorganize around the customer

A Chief Customer Officer aligns the organizational structure with the customer strategy, overseeing each part that interacts with the customer to eliminate internal silos that may fragment customer experiences.

Embrace simplicity and focus on ideal customers

Embed simplicity and focus as core company values. Simplify processes and customer experiences by removing elements rather than adding them. Define an Ideal Customer Profile (ICP) and concentrate efforts on segments where the company has a strong identity and connection.

Treat customers as assets, not transactions

Cultivate a long-term, relationship-based approach, emphasizing lifetime value (LTV) over transactional interactions. Use communications and new offerings to continuously reinforce why customers receive indisputable value.

Part-time support. Permanent foundations

We work on a part-time or as-needed basis, also known as fractional work, with four different ways of working with us, ranging from a one hour video call to an ongoing retainer. Companies that engage fractional go-to-market services experience on average, 53% higher revenue growth rates, enjoy 48% faster time to market and are 36% more likely to achieve their goals (per Harvard Business Review, DemandMetric and Journal of Business Strategy studies).

Power Hour

Need some initial advice? Come armed with your questions and objectives and we’ll use a one hour video call to recommend a path forward with tangible actions.

Master Class

Elevate your team’s customer strategy capability in a one or two day interactive workshop led by Paul Argus. We’ll come to you and tailor the content to your needs.

Project

Perfect for short term requests with a fixed scope. Brief us on what you’re looking to achieve and we’ll provide a fixed-cost response, including a clear list of outputs and timings.

Retainer

Great for longer term flexible consulting needs. Book 30+ hours per month for a minimum of three months and consider us a team member, including staff management where needed.

“Paul stood out at Commonwealth Bank through his significant talent as a marketer and innovator. He challenged the status quo and encouraged others to stretch beyond the convention. Paul is a passionate professional and an excellent leader who's not afraid to express his opinion. I believe his approach led to a stronger, better Commonwealth Bank.”

Mark Buckman (Chairman OzTAM; Independent Company Director; 3x CMO of the Year; Past CMO, CBA and Telstra)

Case studies

Customer Segmentation & Management

We halved churn via a proactive approach to customer relationship management that leveraged analytics, automation and multiple channels.
Demand Generation & Capture

We created a multi-award winning digital programme that significantly enhanced brand health metrics and ROI on multi-million dollar spend.
Business Plan & Investor Deck

We built the three-year strategic plan and pitch deck for an early stage start-up, culminating in a multi million dollar investment and a successful go to market.