If you own GTM at a B2B SaaS company, you’re probably feeling some of this:

	•	CS is firefighting renewals instead of driving expansion and advocacy

	•	Sales, CS, Product, and Marketing all say “customer-first” but use different playbooks and metrics

	•	Hand-offs are messy, QBRs are inconsistent, and no one has a single, trusted view of customer health and value

	•	The board keeps asking: “How predictable is our revenue from existing customers?” — and the answer is… it depends

You know the growth is there.
It’s just stuck inside your install base and a tangled GTM operating system.

Imagine if:
	•	You had one clear GTM OS that connected Sales, CS, Product, PS, and Marketing around customer value

	•	Every leader could see on one page where value is delivered, where it stalls, and where it silently leaks

	•	NRR, GRR, expansion, and time-to-value were owned, measured, and acted on, not just reported

That’s Customer-Led Growth:
Your best, most predictable growth comes from customers you already have, because your entire GTM engine is built around proving and growing their value.

⸻

For 25+ years, I’ve led customer and GTM teams at Oracle, Cisco, PwC and advised VC-backed SaaS companies.
Across that time, we’ve:

Here’s how I can help -

I work with CROs, CCOs, and GTM leaders at $10M–$100M+ ARR B2B SaaS companies to drive growth from your customer base in 90 days!
	
Want to learn more?  Use one of these 3 options:

1. Take the Revenue Leakage Test https://themovebook.com/?assessments=move&ptoken=sandy-yu#assessment

2. Attend one of my in-person workshops in Fall of 2025 (https://revenueretention.net/in-person-workshops).

3. Set up a Strategy Session (https://zcal.co/sandyyu/zchats) to discuss where your revenue leakage might be.



My best networking move last year wasn’t a coffee chat.

It was volunteering.

Katrina Montinola and I met over a year ago as volunteer mentors with The Job Forum of San Francisco, a nonprofit helping people across the SF Bay Area find a path to employment through education, advising, and networking.

I never would’ve met Katrina (a multi-time CTO!), or discovered how much we have in common, if it weren’t for a shared value: giving back. 

If you’re looking to meet great humans with aligned values and make an impact, this is a great place to start:
1. Volunteer as a mentor or panelist (career + job search guidance for people in transition)
2. Sponsor The Job Forum as a nonprofit partner in doing good
3. Donate—or better yet, become a monthly sustaining donor: https://lnkd.in/g-73nSGS

(And yes… cactus photo proof we actually get outside sometimes 🌵😄)

Big shout out to Janet Beach, the incredible and tireless Executive Director of The Job Forum, and the other great humans I’ve met through volunteering: Anthony Murillo, Teresa Gilman, Betiel Hadgu Haile, Tom Toy, Tina Choi, Gordon Lang, Mark Allen and many more. 

P.S. Where have you found your best “value-aligned” people?  At work, volunteering, a community, something else?

Sandy Yu

Tired of relying on new logos for growth? I help SaaS CROs operationalize expansion across silos and make NRR predictable | Farm to Scale OS™ (Expansion OS that accelerates NRR lift)

One conversation in January could unlock 6 months of predictable revenue. 

I’m speaking at The Customer Conference Europe (Jan 28–29, London, UK) on the framework + operating system used to build and scale two $100M+ revenue businesses. We’ll dive into how to drive expansion from your existing customers, without chasing net-new deals or adding headcount. 

Please stop by my GTM workshop on Day 1, and/or my panel discussion on “Making CS Operationally Unstoppable” on Day 2.  I’d love to say hello IRL. 

Look forward to seeing you at the conference in a few weeks!  

P.S. What’s your biggest growth challenge going into Q1: NRR, pipeline or strategy alignment?

https://lnkd.in/g-shpnbh

Join Sandy Yu, VP of Customer Growth at Revenue Retention Advisors LLC
 at The Customer Conference EUROPE 2026 in London on January 28-29!

Register TODAY!
https://lnkd.in/dgb4bTnS

I’ll be landing in London in 6 days.

and I already know it’s going be electric. ⚡  

I haven’t seen some of my closest friends in two years, and I’m looking forward to those long overdue catch-ups. But I’m also excited for something new:

I’m hosting the first Fix Your Revenue Leaks workshop of 2026 — in London.

Because the most expensive “growth strategy” is the one no one sees: misaligned handoffs, unclear value, missed signals… the quiet leaks that drain retention and stall expansion.

If you’ll be in London and want to spend an afternoon with a small group of revenue leaders diagnosing where revenue is escaping, and what to do about it, reach out for more details.
 
London friends (old + new), I can’t wait to hug you IRL. 🇬🇧. Will bring some California sunshine with me. ☀️

If growth feels harder than it should, it’s not just you.

At my Fix Your Revenue Leaks workshop in SF last week, two leaders said the quiet part out loud.

“I got promoted but I didn’t get more headcount.. so how do I grow revenue without it depending on one person?”

That question is the quiet pressure so many CROs and revenue leaders are carrying.."How do we scale growth… without heroics?”

Another executive voiced the other side of the same problem:
“Customers bring us really cool use cases and I keep asking… should I take it?"

If you’ve ever scaled a product or a GTM motion, you know that feeling.
Saying “yes” feels like growth.
But too many yeses makes you distracted and drift.
And drift becomes… leaks.

Constrained resources, high expectations.
Infinite opportunity, unclear prioritization.

Different realities. Same underlying need: a system that makes growth sustainable and repeatable.

Not a new deck.
Not another initiative.
Not “work harder.”

A GTM + expansion operating system that answers:
- Who are we for (right now)?
- What’s the “stickiest” use case we’re doubling down on?
- What’s our 80% focus… and what’s our 20% experimentation lane?
- How do Sales + CS + Product + Marketing stay aligned so customers feel one story?
- What signals tell us value is landing, before churn becomes a surprise?

That’s what we worked through using my Farm to Scale framework to tackle the hidden revenue leaks (Handoff/Alignment Leak, Value Gap Leak, Silent Leak).

Because the goal isn’t just to plug leaks.
It isn't to work harder.
It’s to make growth feel less chaotic and more predictable.

Huge thank you to Chris Welton, MBA, CAIA, CFA®, CFP® and Stephanie Chen for hosting us at their beautiful office in downtown SF.  Sincere gratitude to all the revenue leaders who contributed so openly: Jamie Bordewyk, Jacqueline Craig, Shawn Mattar, Sunny (Yang) Liao, Nora Di Bene, David Kopa, Judy Kopa, Katrina Montinola, Steve Andrews, Bhumika Arora

If you’re leading growth at a B2B SaaS company and any of this sounds familiar, DM me for my list of diagnostic prompts to tackle your hidden revenue leaks.

I keep hearing the same thing from revenue leaders..

“We’re working harder… but results continue to be inconsistent.”

That’s exactly why I built this session.

In 3 days, Guy Galon and I will be in London to co-host this workshop on: Modern GTM Decoded at The Customer Conference (Jan 28–29).

If you’re tired of growth relying on heroics, I made this for you.

DM me if you’re attending.  I’d love to meet you while I'm in town.

P.S. It's not too late to attend the The Customer Conference and join my or the other sessions. I'll share a discount code below.

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