Robbie Baxter explains why she thinks companies that are implementing a membership business model need to focus on identifying consumers who have the potential to be forever customers. She points out the problems of the traditional funnel approach used in sales when companies attempt to draw in as many people as possible to their products or services regardless of whether they are a good fit for their product.
Author of The Membership Economy
Robbie Kellman Baxter is the author of The Membership Economy. She brings over twenty years of strategy consulting and marketing expertise to her book and to Peninsula Strategies, her full-service strategic marketing consulting firm. Robbie's clients have included start-ups and mid-sized venture-backed companies as well as industry leaders such as Netflix, Yahoo!, Oracle and eBay. Over the past ten plus years, Peninsula Strategies has advised nearly one hundred organizations on growth strategy.
