cb slides - class 2 - customer-driven growth 2
PDF · 6 Jun 2025
Slide deck for Chicago Booth Class 2 (Customer-Driven Growth) by Dan Cremons. The deck frames revenue growth as the primary value-creation lever, breaks revenue into six drivers (reduce churn; customer expansion; new logos; market expansion; product expansion; pricing), and emphasizes customer-driven tactics—knowing the customer, mapping the customer journey, and prioritizing retention and expansion. Includes in-class exercises (Growth Bridge, The Bucket), a CEO case study solving a churn crisis with tactical and programmatic fixes, retention impact on EBITDA and exit multiple (example before/after retention: 85%→92%, 1.85x→3.48x), NRR definition, and course logistics/project milestones.
Questions this document answers
4.3 / 5.0
85%
92%
Before: 1.85x; After: 3.48x