Revenue you
already own.

When first-order margin is thin, growth depends on the second, third and fourth transaction. Yet retention is where most CRM programmes drift into send-volume-as-KPI, generic newsletters, and lifecycle flows set up two years ago and never revisited. The customer file is the most under-worked revenue asset in most companies.

• Every point of repeat-rate lift falls almost directly through to contribution margin
• Retention investment is defensible at board level when priced against LTV, not sends
• Churn attribution back to acquisition source stops the business from re-acquiring the same wrong customer
• Reactivation of a lapsed customer is meaningfully cheaper than acquiring a new one — but only if it's expected-value modelled

Consumer brands, subscription businesses, marketplaces and B2B SaaS or services teams where the customer file has real scale but the CRM programme is running on cadence, not cohort behaviour. Typical stack is Klaviyo, HubSpot, Braze or Iterable — connected but under-worked.

Senior CRM and lifecycle operators design segmentation, journeys and reactivation grounded in cohort behaviour — not in send calendars. We model LTV honestly against acquisition cost so retention investment is defensible at board level.

• CRM and lifecycle strategy — programme design, cadence, governance
• Segmentation — behavioural, cohort, RFM, product affinity
• Reactivation — dormant, at-risk and lapsed customer programmes
• Customer value and cohort analysis — LTV, payback, contribution margin
• Loyalty and repeat purchase — mechanics that don't just discount to churners
• Expansion, cross-sell and churn reduction — for B2C and B2B alike

A senior CRM strategist owns cohort economics and segmentation. A senior lifecycle operator owns the journey design and channel execution. A senior data-and-measurement voice reviews the LTV, contribution and cohort views before they go to the board.

• Findings — cohorts decaying faster than baseline; lifecycle programmes that have stopped compounding
• Recommendations — expected-value reactivation targets, cadence changes, expansion opportunities
• Alerts — sudden churn spikes, dunning breakage, second-order collapse in a recent cohort
• Implementation Packs — segmentation rebuilds, reactivation scoring, cancel-flow redesign, loyalty mechanics

1. 1
   Reconcile the customer file

   One customer view across orders, CRM and lifecycle — deduplicated, with cohort tags.

2. 2
   Rebuild segmentation against behaviour

   Not RFM as an academic exercise — segments that map to expected value and are actionable in your ESP.

3. 3
   Redesign lifecycle around cohort decay

   Sends when the cohort behaviour predicts they'll work, not on a monthly calendar.

4. 4
   Instrument reactivation by expected value

   Score dormant and churned customers continuously; run win-back against expected LTV, not blanket discounts.

5. 5
   Publish the LTV vs CAC view

   Board-ready, monthly, with commercial commentary that survives scrutiny.

• Every lifecycle change ships with a holdout so uplift is measurable, not inferred
• Reactivation programmes measured against expected value and control cohort, never send volume
• Cancel-flow and dunning changes measured on saved MRR / revenue, not on deflection rate
• Quarterly LTV : CAC review with senior operator sign-off against pre-agreed thresholds

• Cohort economics view refreshed monthly with commercial commentary
• Segmentation model deployed into your ESP / CRM
• Lifecycle programme redesigned with priority sequence and go-live plan
• Reactivation programme with expected-value model and readout
• LTV vs CAC view for board reporting