Insights from professionals across the industry

Pavlina Atanasov from WOGI, who sees retention not as a follow up task, but as a deliberate commercial discipline.

Too many sales teams still treat retention as CRM reminders and the odd check-in. That’s not strategy. That’s admin.

What works, according to Poli, is being intentional about three things:

• Clear ownership across the full account lifecycle
• Metrics that reflect value delivered, not just revenue
• Purposeful touchpoints that remind clients why they chose you

The real shift happens when the question changes from

“Have we followed up?”
to
“Are we still earning the right to be their partner?”

Sustainable growth isn’t just about winning new business. It’s about keeping the promises made once the deal is signed.

Want more insights from leading sales professionals?
Explore the rest of our Sales Spotlight series for strategies shaping modern
sales teams.