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Segment your clients per activity level

Let's explore the clients that generated the sales. And clean the data to focus on the main.


Your clients require different commercial actions when they are in different buckets. Different actions are required according to your clients' in your portfolio.

This tutorial's objective consists of cleaning your client database to retain only clients with whom you have a chance to generate money in the coming months.

Clients' portfolio shapes

Mature Clients' Portfolio

mature client portfolio

Your portfolio is well balanced.

  • πŸ‘‰Active clients compose the majority.
  • πŸ‘‰New clients are providing bright perspectives and compensated the leaving ones.
  • πŸ‘‰There are few clients with no activity.

Growing Clients' Portfolio

The portfolio is growing. The center of gravity tilts to the right.

growing client portfolio

Your portfolio is growing. New customers and your active customers offset inactive customers.

Make sure you plan your revenues well. Doing so will allow you to focus on generating revenue for the months that demand it.

Declining Clients' Portfolio

declining client portfolio

The center of gravity tilts to the left.

Inactive clients compose the majority of your portfolio. Inactive clients are those at Sleeping Away, Hibernating or Leaving.

Their exit from the portfolio does not seem to be offset by the inflow of new customers.

Contact your clients to offer them an additional product/service, an upgrade, or maintenance.

Inaccurate Clients' Portfolio

inaccurate data accuracy

The percentage of "Active Clients" is biased by the high number of clients having no activity.

Plan a revenue or mark them as canceled if the business opportunity vanished.

Making a decision will increase the percentage of active clients' accuracy.

1. Clean your portfolio

Let's browse the different clients' segments, and the related actions. We encourage you to proceed as following.

πŸšͺ Leaving

Leaving clients: clients leaving your client portfolio within the next 30 days. It's time to play your last cards. If you don't have any sales prospects shortly, it's time to mark the relationship as lost.

  • πŸ”₯ Plan the revenue they are expected to generate.
  • πŸ”₯ Mark them lost if you don't expect to generate any additional revenue over the coming six months.

🧊 Hibernating

Hibernating clients: the customer relationship is icy. There was no transaction for more than 8 months in a row. The client continues on its way out. It's time to propose some maintenance, an upgrade, a new project, anything you might build upon the existing - but vanishing - relationship.

  • πŸ”₯ Plan the revenue they are expected to generate.
  • πŸ”₯ Mark them lost if you don't expect to generate any additional revenue over the coming months.

πŸ‘» Sleeping Away

Sleeping Away clients: clients for whom the commercial relationship gets cold. There was no invoice sent between 4 months ago and 8 months ago.

Perhaps is it the right time to offer them an additional product or service? If you do it successfully, plan the next revenue stream.

  • πŸ”₯ Plan the revenue they are expected to generate.
  • πŸ”₯ Mark them lost if you don't expect to generate any additional revenue over the coming six months.

πŸ’– Active

Active clients: clients to whom you sent an invoice within the last 4 months. They are the current drivers of your turnover.

  • πŸ”₯ Plan the revenue they are expected to generate to ensure that they continue to contribute to your prosperity.
  • πŸ”₯ Mark them lost if you don't expect to generate any additional revenue over the coming year.

2. (Re-)Activate clients

πŸ†• New

πŸ†• New: clients for whom a first invoice is planned with an issue date in the coming 12 months. They are not active yet, but they are to be considered.

These customers should become the engine of your future growth.

⚰️ Lost

Lost clients: clients you did not invoice over the last 400 days. We assume the relation is definitively lost. It might be a good idea to try to reactivate some of them and then plan some revenue.

  • πŸ”₯ Try to reactivate them.

3. Decide what to do

πŸ˜• No Activity

No Activity clients: clients created less than 400 days ago, but no transactions are yet recorded or planned. For those, we invite you to:

  • πŸ”₯ plan the first revenues, or
  • πŸ”₯ mark them as canceled. It might be that income has been anticipated, but the opportunity has disappeared. In this case, we cancel them.

No Activity clients are dead weight for your portfolio. It is better to have few clients with recorded activity than many clients without activity.


Once done, check your sales forecast over the next 12 months.


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