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🎯Commercial Strategy·3 minutes read
The Four Gates of Account Expansion
Should you say yes to that new project from an existing client?
This framework prevents you from chasing unprofitable expansion:
Before saying yes to any new project, run it through four gates: Margin, Excellence, Capacity, Strategic Fit.
Growing an existing account feels like free revenue. The client already knows you. But selling a service you are weak at delivering will destroy your margin and risk the core relationship.
What you'll get
- ●Gate 1: The Margin Gate — can you deliver at target margin without emergency freelancers?
- ●Gate 2: The Excellence Gate — is your capability strong enough to enhance, not embarrass?
- ●Gate 3: The Capacity Gate — can you absorb this without burning out your best people?
- ●Gate 4: The Strategic Fit Gate — does this align with your positioning, or is it a distraction?
Who it's for
Agency leaders tempted to say yes to everything
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