How to lock in recurring revenue by selling to agencies, not individual clients

0:00Some businesses you need to chunk up a level to figure out revenue retention. Uh in the software that we ran, I was trying to sell lead nurture services to brick-and-mortar businesses. Uh the problem with lead nurture services, as soon as they're like, "Oh, this is great. But how do we get leads?" Right? And they're like, "Oh, no, this is a whole 'nother problem. This is a different business." Then we had the smart idea of like, "Well, what businesses already have leads?" And the answer to that question was businesses already working with agencies. Oh, maybe agencies are really our customer. Let's say an a chiropractor agency has They've got 10 chiropractors paying $2,000 a month. And let's say every month they lose two chiropractors and they gain two chiropractors. I can rely on that agency to use my software month over month over month with each of these chiropractor people, even though the logos of the people inside of his little ecosystem will change, right? If you chunk up a level, which is like, "Okay, who are the people who are referring you business?"

0:46Once we find those people who you're doing business with on a regular basis, we want to demonstrate that we're retaining them rather than the at the project level.