Embed a clause in client agreements requiring them to report back when they achieve a win, and have them initial it. This tactic isn't primarily for marketing, but to create a psychological contract that holds the client accountable for building on their success, reinforcing the value of the partnership.

Viewing customer relationships through a strict Return on Investment (ROI) lens creates a toxic, transactional dynamic. A "Desire to Invest" (DTI) model prioritizes building genuine, long-term connections and empathy, much like a healthy human relationship, rather than tracking a ledger of exchanges.

The world of Fortune 500 executives is a small, interconnected community. Rather than casting a wide marketing net, focus all energy on securing one key 'lighthouse' customer. Over-deliver value for them, even if the deal isn't profitable. Their endorsement and introductions to peers are more effective than any marketing channel.

To keep growth aligned with product, foster a shared culture where everyone loves the product and customer. This isn't about formal meetings, but a baseline agreement that makes collaboration inherent. When this culture exists, the product team actively seeks marketing's input, creating a unified engine.

The way customers communicate with you—whether collaboratively or demandingly—is a direct reflection of the cultural norms you have established in the relationship. If clients are constantly badgering you for discounts or deliverables, it indicates you've set up a culture that permits it.

While customer experience (CX) focuses on smooth transactions, customer intimacy builds deep, lasting loyalty by fostering closeness. This is achieved through empathetic actions in "moments that matter," creating powerful brand stories that resonate more than any marketing campaign.

Transform your customer base into a community by hosting exclusive meetups. This strategy builds a "culture machine" where customers feel like family, fostering loyalty and generating organic referrals without a hard sales pitch.

A culture of proactivity is your best defense against client churn. When a key contact changes at a major account, immediately get on a plane to meet them. This builds rapport that prevents drastic, uninformed decisions like demanding a massive fee cut months later.

Avoid the trap of building features for a single customer, which grinds products to a halt. When a high-stakes customer makes a specific request, the goal is to reframe and build it in a way that benefits the entire customer base, turning a one-off demand into a strategic win-win.