Something’s been bugging me lately. Not some big insight—just a thought that won’t leave me alone. We keep looking for growth in all the wrong places.
At FrodX, most of our money comes from the people we’ve already worked with. They know how we think. We’ve been through stuff together. Solved problems. Built trust. Half the time, before one project’s even done, we’re already talking about the next one.
And still, our marketing is out there chasing strangers. New leads. New markets. New anything. Like growth only counts if it’s “net new”—even though the real action is with folks who already know us.
Don’t get me wrong—I’m not against going after new opportunities. But what I don’t get is why we’re not more intentional about the clients we already have. Why don’t we put together content, offers, ideas—for them?
We’re sitting on gold, and pretending it’s used up.
I had this chat recently with a sales director from a big IT company. He goes:
“Our largest accounts still have tons of potential. But we act like they’re closed. Marketing won’t even touch them.”
I just nodded. Been there.
McKinsey wrote a whole piece on this. Companies doing account-based sales and marketing properly?
They’re seeing 63% better conversion and deals that are 19% bigger.
What’s the difference? Clear goals. Sales and marketing talking. Tools that actually help. And above all—treating growth as something ongoing, not a one-and-done.
👉 Worth a look: How digital is powering the next wave of growth in key-account management (McKinsey)
Account planning isn’t complicated. It’s just making time for the right conversations.
Not “How’s the project going?”
But “What else could we be doing together?”
“What’s keeping you up at night lately?”
“What’s stuck, and nobody’s touching it?”
We were talking about this internally too. Maybe we don’t need a thousand new ideas—maybe we just need to show up with a plan. One that isn’t just “the next logical step,” but something fresh. Something that makes them think.
What if marketing actually backed up customer success?
What if part of our team—marketing, pre-sales, whoever—focused only on that? Not spamming clients. Just smart, useful stuff that helps them realize, “Wait, there’s more we could be doing here.”
This has been sitting with me for a while. How about you? If three clients just popped into your head—the ones you haven’t spoken to in months—let’s talk. And if this whole post made you think, “Yeah, we should absolutely be doing more of this”—here’s what I’m thinking:
👉 I’m putting together a hands-on workshop in September. No slides, no fluff. Just a small group working through how to actually do this stuff—with HubSpot Sales Hub, real accounts, real experience. We’ll run it with mics and cams on, as Teams meet. If eight of you are in, we’ll go for it.
Shoot me a message if you want in: igor.pauletic@frodx.com
