--- title: Gaining The Focus You Need to Expand Your Customer Base description: Working with thousands of companies, I’ve come to understand that the focus of your go-to-market strategy can be broken into three categories. image: https://www.liftenablement.com/hs-fs/file-363416720-jpg/blog-files/focus1-300x199.jpg --- ![Award Badge](https://49161231.fs1.hubspotusercontent-na1.net/hubfs/49161231/image%203.png) Award Winning, Amazon #1 Bestseller: The Revenue Acceleration Framework ![Lift Logo](https://www.liftenablement.com/hubfs/raw_assets/public/Lift-Theme-Dev/images/LiftEnablement%20-%20Logo%20-%20Reverse%20(2).png) HubSpot's Most Trusted Partner for Complex Implementations ![HubSpot Certified Badge](https://49161231.fs1.hubspotusercontent-na1.net/hubfs/49161231/image%204%20(2).png) HubSpot Certified App Partner ![Award Badge](https://49161231.fs1.hubspotusercontent-na1.net/hubfs/49161231/image%203.png) Award Winning, Amazon #1 Bestseller: The Revenue Acceleration Framework ![Lift Logo](https://www.liftenablement.com/hubfs/raw_assets/public/Lift-Theme-Dev/images/LiftEnablement%20-%20Logo%20-%20Reverse%20(2).png) HubSpot's Most Trusted Partner for Complex Implementations ![HubSpot Certified Badge](https://49161231.fs1.hubspotusercontent-na1.net/hubfs/49161231/image%204%20(2).png) HubSpot Certified App Partner ![Award Badge](https://49161231.fs1.hubspotusercontent-na1.net/hubfs/49161231/image%203.png) Award Winning, Amazon #1 Bestseller: The Revenue Acceleration Framework ![Lift Logo](https://www.liftenablement.com/hubfs/raw_assets/public/Lift-Theme-Dev/images/LiftEnablement%20-%20Logo%20-%20Reverse%20(2).png) HubSpot's Most Trusted Partner for Complex Implementations ![HubSpot Certified Badge](https://49161231.fs1.hubspotusercontent-na1.net/hubfs/49161231/image%204%20(2).png) HubSpot Certified App Partner ![Award Badge](https://49161231.fs1.hubspotusercontent-na1.net/hubfs/49161231/image%203.png) Award Winning, Amazon #1 Bestseller: The Revenue Acceleration Framework ![Lift Logo](https://www.liftenablement.com/hubfs/raw_assets/public/Lift-Theme-Dev/images/LiftEnablement%20-%20Logo%20-%20Reverse%20(2).png) HubSpot's Most Trusted Partner for Complex Implementations ![HubSpot Certified Badge](https://49161231.fs1.hubspotusercontent-na1.net/hubfs/49161231/image%204%20(2).png) HubSpot Certified App Partner # Gaining The Focus You Need to Expand Your Customer Base [ Doug Davidoff ](https://www.liftenablement.com/blog/author/doug-davidoff) Feb 27, 2013 8:42:00 AM ![focus1](https://www.liftenablement.com/hs-fs/file-363416720-jpg/blog-files/focus1-300x199.jpg?width=300&height=199&name=focus1-300x199.jpg)Over the last 18 months I’ve been focusing on simplifying the approach that small and mid-market companies take to growth.  There is probably nowhere where this is needed more than in strategic planning process. Working with thousands of companies, I’ve come to understand that the focus of your go-to-market strategy can be broken into three categories. They are: 1. Those who will do business with you. 2. Those who won’t do business with you. 3. Those who should and aren’t doing business with you. **Those Who Will** The reality is that you do not need to spend significant time creating strategy for this group.  This is the customer base that you already have a strong grasp on, and as long as you don’t blow it, they’ll continue to buy from you. **Those Who Won’t** You shouldn’t expend any strategic energy figuring out this market.  While this may sound obvious, I’m constantly surprised how much strategic time is spent trying to get people who are never going to buy from you, to do so.  At best, energy put in this area will get you into an RFP process, that if you execute flawlessly will allow you to finish second. **Those Who Should** This is the segment of the market that deserves 90%+ of your strategic energy and effort.  To do so effectively, however, requires an approach that’s different than most companies take. 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