A Radar Report for 66 B2B Companies: The Street hears a lot about growth, but little about keeping customers.
Public companies have quarterly earnings calls, SEC filings, press releases, investor days, and annual reports. So I asked Claude to score: “what do public companies say about customer marketing?” — based on 70 terms across 5 dimensions. If you have ever sat through an earnings call, the results will not be a surprise.
I promised original research, and here is the first one since this newsletter launched. There’s more coming.
Subscribers will be sent the overall average scores of all companies along with an analysis and recommendations in mid-September.
The underlying data, including each company’s score by dimension and supporting verbatims, is available. Please contact me.
Top 10 companies average score = 60
Bottom 10 companies average score = 37
Key Findings: Overall average score of 49 (high=65, low=33)
Averages for the 5 categories
73: Expansion (#1 Atlassian)
46: Retention (#1 Domo)
43: Engagement (#1 SAP)
41: Adoption (#1 Datadog)
40: Advocacy (#1 Salesforce)
What moves the needle?
More than company type or customer marketing team size, it’s:
1- Having a Chief Customer Officer! The CCO has a seat at the table representing customers. The difference in the average score for those with and without a CCO was 7%. Where a CCO makes an even greater difference is in Retention with a 19% difference.
Examples of the impact a CCO can have:
HubSpot: CCO left in 2025 and their score declined by 14%. They have since brought on a new CCO and we expect to see scores increase.
Klaviyo: Brought on a CCO in 2025 and their score increased by 8%.
2- Reporting on Gross Revenue Retention. While almost all companies report on NRR, only 21% report on GRR. Those that report on GRR have an overall score 7.5 points higher than those that don't.
The research was done in July and will be repeated every 6 months. Request to have your public company added to the list.
Employment
Combined CLM Job Board and Job Matcher.
Check out the 35+ Job Openings than paste your resume into the Job Matcher to score the best-fit current openings.
Congrats to some recent CLM hires and promotions
Steven C, Senior Lifecycle Marketing Manager, Alteryx
Cassandra W, Senior Lifecycle Marketing Manager, MaintainX
Christopher MJ, Senior Lifecycle Marketing Manager, NeonOne
Asha M, Senior Director, Customer Lifecycle Marketing, M-Files
Just a few of Who’s Hiring (see 30+ more)
As a 4X Customer Marketing Director and ex-Forrester, I know the value of communities of practice and independent research. I founded Repetitos to address one of the biggest impediments to customer lifecycle marketing, the health of a company’s customer contact database. The B2B CLM 300+ Newsletter is the next step in the journey…Irwin
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