If your products consistently make people better at their job in a way that's valuable to the customer organization, you'll have those customers for life.
In a world of SaaS and recurring revenue models, customer retention is the single biggest testament to the value of your products and services. Unfortunately, there aren't a whole lot of telltale signs that customers are likely to renew or defect until it actually happens. A strong pulse on your user engagement offers the clearest insights.
Building niche products for horizontal markets is a successful strategy most companies employ to get started. But it's not a sustainable growth model.
Products commoditize faster and competitors move in quicker. Long-term growth can't be dependent on a string of "home-run" products, and being the low-price leader might be a good strategy for Walmart, but it's not a viable option for most B2B companies.
A vertical market growth strategy is sustainable for three reasons.
Your focus shifts from market problems and products, which are highly debatable, to customer business goals, which are factual.
Forecasting growth by market segments is far more reliable than forecasting revenue for each product.
Executing a vertical market strategy is easier because products, marketing and sales are going in the same direction versus product strategies that take everyone in different directions.
training programs are the only ones on the market that give you the best practices and advanced skills necessary to execute a vertical market growth strategy with horizontal products.