More from the lifecycle you already run.
Acquisition to reactivation, mapped and prioritised. Architecture and migration on the enterprise lifecycle platform you already run. Retention economics that do not damage the business model.
Acquisition to reactivation, in order.
Most lifecycle programmes are a set of campaigns that grew rather than a design. We map what exists, price what is missing, and put the work in the order that pays first.
- The lifecycle as it actually runs today, mapped stage by stage
- Where value is leaking, sized in money
- What to build first, and what to retire
- Who owns each stage inside your business when we leave
- Acquisition
- Onboarding
- Activation
- Engagement
- Retention
- Reactivation
Enterprise lifecycle platforms, at consumer volume.
Architecture, migration, and real value from what you already pay for. Most teams are running a fraction of the platform they licence, and the fix is usually architecture and enablement rather than another purchase.
- Architecture
Data model, event design, catalogues, canvases and templates built to be maintained
- Migration
Moving platform without losing the programme, sequenced against the calendar
- Enablement
Your team operating it, with documentation they own
- Licence value
Getting the capability you already pay for into production
Retention that does not eat the model.
Reactivation is easy to buy and easy to buy badly. Discount-led retention can hold a number for a quarter and cost more than the churn it prevented. We work the economics first: what a saved customer is worth, what you are allowed to spend to save one, and which customers should be allowed to leave.
- What a retained and a reactivated customer are actually worth
- What you can spend to hold one without damaging margin
- Which segments to work, and which to let go
- Incentive design that does not train the base to wait for a discount
Agree the read before the work, not after the result.
A holdout is the cleanest read and it is not always available. Contractual, regulatory and volume constraints all rule it out. We say up front which claims can be proven, which can only be inferred, and what result would tell us we were wrong.
- Where a holdout is available, we run one
- Where it is not, we say so before the work starts
- Every claim labelled: measured, inferred, or unknown
- A written statement of what would falsify the case
- Measured
- Inferred
- Unknown
This lane, on the same grid.
The lane changes, the method does not. Audit, build and embed, sustain if needed. If the audit says the value sits in the other lane, we will tell you that instead.
CRM & lifecycle audit
3-5 weeksLifecycle mapped, value sized in money, a pathway in sequence
CRM capability build
3-6 monthsArchitecture, migration and campaigns built with your team, in production
CRM advisory retainer
Ongoing, if neededCover for launches, migrations and platform changes
Capability that stays after we leave.
The test of this lane is whether the next campaign, the next migration and the next platform change happen without a call to us.
- A lifecycle map and a prioritised pathway your team maintains
- A platform architecture documented by the people who run it
- Campaigns in production, built with the team rather than for them
- A measurement position agreed in advance and owned internally
What AI adds to a lifecycle that already works.
Once the lifecycle is mapped and running, AI stops being a pilot and becomes a rate of change: more decisions per customer, more content produced per week, less time between an idea and a live campaign. That is the case for taking both lanes, and it is only a case once the CRM foundation exists.
- Personalisation at a depth a team cannot hand-build
- Lifecycle decisioning and next best action
- Content operations at campaign speed
- Analysis that keeps up with the number of tests you run
Start with the CRM and lifecycle audit.
Three to five weeks. The lifecycle mapped, the value sized, and the order to do it in.