NEWS ROUNDUP

29th September 2025 |   Journal Of Sales Transformation

Fix payment failures to boost revenue

A 2023 study of subscription-based businesses looking into involuntary churn caused by failed payments found it to be the cause of half of all customer churn. Now, sales and marketing leaders are being urged to pay close attention to the lifetime value of customers rather than focusing exclusively on sales volume. According to Google executives, customer lifetime value (CLV) recognises long-term revenue potential by focusing on the “right customers, who drive profitability”. Fixing payment issues in subscription-based businesses has now become a brand experience issue.

For more information see: Vince Chiofolo and Elizabeth Worrell, “Fueling Growth: Payments as a Revenue Driver”, Sales & Marketing Management, 8 September 2025.

Multi-channel strategies more effective

Multi-channel strategies help businesses stand out, emphasises B2B outreach specialists, Sopro. Noting that buyers are increasingly expecting to be contacted on multiple channels, the consultancy urges sellers to “combine precision targeting with tailored messaging to effectively engage active buyers”.

Sopro suggests that 75% of B2B vendors say results are better when multiple prospecting channels are combined. It recommends three success levers:

  • Expanding touchpoints by using a mix of email, LinkedIn, social ads, and other channels to increase visibility and engagement.
  • Targeting smarter by using advanced data insights to prioritise reaching the right decision-makers.
  • Delivering relevance by crafting highly personalised, impactful and distinctive messaging to resonate with prospects.

The agency claims that clients running multi-channel campaigns have recently seen a 31% uplift in leads compared to single-channel campaigns.

For more information and an in-depth guide to prospecting see: The State of Prospecting, 2025.

Aligning BX and CX boosts revenue and customer loyalty

According to Forrester’s Global Total Experience Score Rankings, 2025, when companies align their brand promise with the experiences they deliver across both customer and non-customer segments, they are better positioned to win and serve customers.

This unlocks up to 3.5 times the revenue growth and significantly boosts customer loyalty, the research and advisory firm claims. Forrester’s research shows that brand experience (BX) and customer experience (CX) are interconnected. “To drive growth, companies need a harmonized framework that evaluates both experiences in tandem,” it argues.