Chris Griffin and Khalil Benalioulhaj unpack practical revenue growth planning, focusing on how agencies can intentionally identify where their next million dollars will come from. Drawing on decades of industry experience, they highlight the shift from reactive growth to strategic business development, framing every decision around where, and how, teams can best deploy resources for long-term sustainability.

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Leaders will find actionable insights on segmenting their client base into a “top 10, next 10, and remaining” structure, a process that uncovers untapped revenue opportunities with existing accounts. The conversation explores effective upselling and cross-selling, leveraging authentic client feedback for new project opportunities, and building deeper partnerships through regular engagement, not just transactional touchpoints. Chris and Khalil emphasize the realities of post-pandemic business development, noting the decline in traditional lead-generation tactics and the increased value of networking and referrals.

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Key takeaways include: how to structure your client database for targeted outreach, strategies for maximizing lifetime customer value, approaches for planning sustainable revenue growth (not just chasing big numbers), and common pitfalls to avoid when evaluating new projects or large prospects. Perfect for agency owners, business developers, and anyone aiming to strengthen revenue foundations in today’s changing experiential landscape.

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