When I first started leading CRM projects, I noticed a recurring pattern: B2B companies had well-structured sales funnels on paper, but momentum dropped right after the deal closed. The linear model (attract → convert → close) no longer matches the modern customer journey, which demands continuity and retention.
According to SuperOffice, 81% of organizations already consider customer experience their top competitive differentiator. This proves that, for today’s businesses, surviving means going beyond the traditional funnel — especially if retention and expansion are part of your growth strategy.
They prioritize acquisition and underestimate retention and expansion.
Imagine a SaaS company investing heavily in ads to acquire new leads but lacking a structured Customer Success team. Even if it hits acquisition goals, it suffers high churn, leaving the customer base stagnant.
They ignore the power of referrals from satisfied customers.
Think of an edtech with thousands of happy clients but no referral program built into their CRM. Instead of leveraging existing customers as growth drivers, the company keeps overspending on new campaigns.
They force teams to “start from zero” every quarter.
A fintech may hit its sales targets one quarter but begin the next with an empty pipeline. Why? Because the entire strategy was focused only on new customers, neglecting expansion within the existing base.
They make revenue forecasting harder.
Marketing generates leads in volume but doesn’t align with Sales or Service. The CRM gets filled with non-ICP contacts, and revenue forecasts turn into guesswork. Without structured feedback loops, leadership can’t plan growth confidently.
The flywheel model addresses these problems by treating growth as a continuous cycle: acquisition, activation, customer success, and expansion.
Happy customers fuel new sales through referrals.
Service generates insights that strengthen marketing and sales.
Retention lowers acquisition costs and increases predictability.
It’s a model that sustains real, scalable growth.
Shift from volume to value.
Instead of chasing thousands of unqualified leads, focus on ICP decision-makers. Use HubSpot lead scoring to prioritize. More conversions, less CAC.
Operationalize Customer Success.
Define “moments of truth” in HubSpot (onboarding, first check-in). With automated alerts, CS can act fast on churn risks and deliver promised value.
Build expansion playbooks.
When product usage spikes, trigger workflows for cross-sell or upsell opportunities. Growth doesn’t rely only on new customers.
Create feedback loops.
Integrate NPS and support tickets in HubSpot so Marketing and Sales can refine campaigns and targeting. That means fewer mismatches and better customer experience.
Set SLAs end-to-end.
If Marketing promises 24h response but Sales takes 5 days, the experience breaks. Shared SLAs in HubSpot ensure consistency across the entire journey.
The flywheel only spins with true team alignment. RevOps makes this possible: clear processes, reliable data, and shared goals. When Marketing, Sales, and Customer Success stop working in silos and start revolving around the customer, growth becomes predictable and scalable.
Want predictability? → How to Build a Predictable Demand Machine
Need better Marketing & Sales alignment? → How Misalignment Between Marketing and Sales Slows Growth
Looking to structure RevOps? → What Is RevOps
Suspect revenue leaks? → When to Run a CRM Audit