This photo is a group of mates I went to school with over three decades ago.
We all started in the same place.
Same teachers.
Same opportunities.
Same starting line.
But over time, life did what it does, priorities changed, careers diverged, families grew, paths shifted.
So, here’s the parallel I see every time I work with clients on A, B and C customer portfolios.
Not all relationships deserve the same level of effort.
That doesn’t mean some people (or clients) matter less. It means they need different things from you.
When I help leadership teams tier their clients, we usually anchor on a few simple truths:
Portfolio A – Earns disproportionate attention
• Strategic fit
• Revenue + growth potential
• Mutual commitment
• Senior access and influence
• You’d fight to keep them
Portfolio B – Well worth developing
• Solid revenue today
• Upside with the right plan
• Needs structure, not hope
• Intentional investment, not neglect
Portfolio C – Deserves clarity, not energy drain
• Low revenue or margin
• High noise, low return
• Often legacy or convenience-based
• Managed efficiently, not emotionally
The mistake I see is treating all clients the same. Letting volume masquerade as value. Spending A-level effort on C-level return
Just like friendships, not every relationship gets weekly catch-ups, but that doesn’t make them unimportant.
It just makes you intentional.
If you’re leading a sales team this year, ask yourself:
Does your time, effort, and talent match the clients that actually move the needle?
Because focus isn’t about doing more. It’s about choosing better.
#SalesLeadership #ClientStrategy #AccountManagement #RevenueGrowth
#PipelineManagement #B2BSales #LeadershipLessons #RelationshipsMatter
