Retention Led Growth & GTM - Yemi Oluseun Podcast

How to Build a Retention-First Business with Yemi Oluseun

In this episode, I speak with Yemi Oluseun, founder of The Change Hive, about how B2B service businesses can grow through customer retention, not just acquisition.

Yemi shares her journey from managing multi-million pound transformation programs at JP Morgan and Barclays, to running retention-led growth strategies for small and medium businesses.

We talk through:
Why retention is the most underrated growth lever in B2B
The 5-part retention operating system Yemi uses with her clients
How hiding the cancel button isn’t a real strategy
Building trust, referrals, and upsells with existing customers
What most companies get wrong about keeping their best clients
Why tech businesses should obsess over their happiest customers, not just the churned ones
Why retention is a business-wide mindset, not a post-sale task
And how she’s scaling her own business using the same systems she teaches

If you're in B2B and you're spending too much time chasing new leads and not enough time keeping the right ones, this one is for you.

Yemi - https://www.linkedin.com/in/yemioluse...