New customer acquisition is the holy grail of sales achievement. But while acquiring new customers is essential to growth, no business thrives without strengthening and growing their existing customer relationships. This is especially true when considering annuity revenue streams.

Today, most solution providers focus significant effort on increasing annuity revenue. These revenue streams are service related and include both solution provider and OEM-delivered services that are contracted and sold on a subscription basis. Creating greater customer connection and intimacy is a crucial component of developing and growing annuity offerings.