Define the ideal customer profile
Identify the advertiser types most likely to buy, based on industry, geography, company size, audience fit, historical win rates, product alignment and typical spend.
Increase net new business
KPI: Net new business · Increase by x%
- KPI
- Net new business
- Levers
- Targeting · Prospecting · Demand generation · Conversion · Reactivation · Sales productivity
- RevOps tasks
- 10 actions
- Leading indicators
- New target accounts · Prospect engagement · Qualified opportunities · Pipeline created · Dormant advertisers reactivated · Proposal volume · Win rate
- Target outcome
- More new advertisers won, and more net-new revenue
Revenue from advertisers who have never bought from you, plus the ones you genuinely win back after 12–24+ months away. Not all new business is the same, and keeping the categories apart is what makes the number worth watching — selling a new product to an existing advertiser is account growth, not acquisition.
How you actually get there
Grouped by the phase it belongs to. Flag anything that is a real problem for you as you read. That is what builds your plan, so there is no long questionnaire at the end.
PlanAssessment, sequencing, business case. The fundable first step.
BuildConfiguration, data architecture, integration.
Build and prioritize target account lists
Create structured prospect lists using market data, existing advertiser lookalikes, competitive advertisers, local business directories, agency relationships, event sponsors, and audience or category insights.
Create a formal prospecting pipeline
Separate true net-new opportunities from existing-account growth, and track prospecting activity, qualification, stage conversion, expected revenue and next steps consistently.
Improve lead capture and routing
Centralize inbound leads from websites, events, referrals, content downloads, agencies, call-ins and marketing campaigns, then automatically score, route and follow up based on fit and intent.
ExecuteMigration, training, adoption.
Develop vertical-specific sales plays
Package messaging, case studies, products and offers around high-potential categories — healthcare, automotive, home services, education, financial services, tourism, retail, B2B.
Create new-advertiser entry offers
Reduce friction with easy-to-buy starter packages, pilot campaigns, seasonal programs, bundled solutions or clearly defined entry points that let a new customer experience the portfolio.
Activate dormant advertisers
Build automated or rep-driven win-back campaigns for advertisers inactive 12, 18 or 24+ months, using previous spend, product history, performance and churn reasons to personalize outreach.
Increase prospecting productivity
Standardize sequences, templates, call strategies, AI-assisted research, proposal content and follow-up workflows so sellers spend less time preparing and more time engaging prospects.
RunMaintain, extend, improve.
Measure acquisition by source and segment
Track which channels, verticals, reps, campaigns, events, referral sources and products generate the most new advertisers and the highest first-year revenue.
Build a new-customer conversion journey
Monitor the full funnel from target account to engagement to qualified opportunity to proposal to closed-won to first campaign launch, identifying where prospects stall or drop out.
The distinction that makes it actionable
True net new
The advertiser has never done business with the company.
The only one that proves acquisition is working.
Reactivated business
The advertiser previously purchased but has been inactive for a defined period.
Counts toward the KPI, but has its own plays and its own first-year economics.
New-to-product
An existing advertiser buys a new product or channel.
Valuable, but this belongs under account growth — not net new.
What leadership reads
New advertiser revenue ÷ total revenueWhether growth is actually coming from acquiring new customers, or from extracting more revenue from the existing base.
Net new advertisers wonCount of genuinely new advertisers closed in the period.
Average first-year revenue per new advertiserWhat a new advertiser is worth in year one — the number the acquisition model runs on.
Net new pipeline coverageNet-new pipeline against the net-new target, as a multiple.
New advertiser win rateClose rate on net-new opportunities specifically, not blended with renewals and growth.
Cost of acquisition / sales effort per new advertiserWhat winning a new advertiser actually costs in spend and seller time.
Leading indicators
What moves before the KPI does.
New target accountsAccounts added to the prioritized target list in the period.
Prospect engagementMeaningful contact with target accounts — meetings, replies, sustained touches.
Qualified opportunitiesNet-new opportunities that pass qualification, counted separately from account growth.
Pipeline createdNet-new pipeline value generated in the period.
Dormant advertisers reactivatedPreviously inactive advertisers that bought again in the period.
Proposal volumeProposals issued to net-new and reactivation targets.
Win rateShare of qualified net-new opportunities that close.
What we’d need to know
Answer what you can. The blanks are as useful to us as the answers. They are usually where an assessment starts.
01What share of last year's growth came from advertisers who had never bought from you before?
02Can your CRM tell a reactivated advertiser from a true net-new one today?
03Where do inbound leads land, and who touches them first?
04How many of your target accounts exist as records anywhere in your systems?
05What is the cheapest, simplest thing a brand-new advertiser can buy from you?
Next
Next: Grow existing accounts That’s new business. Now grow accounts.
One more outcome to walk through before we build the plan.