Free tool
Existing customer growth calculator
Winning more from existing customers costs a fraction of winning new ones, and most businesses under-invest in it. This shows the gap between what you are capturing from existing customers and what similar sized companies typically capture.
Under two minutes. No email. Nothing you enter leaves your browser.
Your result
Existing customer growth gap
The extra revenue you would be capturing from existing customers if you matched the typical share for a company your size.
Your share of new revenue from existing customers
Typical share for your revenue band
Roughly 30 per cent cheaper to sell to an existing customer than to win a new one
Why existing customers are worth chasing
All figures are in the currency you entered.
What a realistic capture could be worth
Closing the entire gap in a year is not realistic. Set your own view of how much of it you could realistically capture. The default range of 20 to 40 per cent reflects that this is a growth lever you build over time, not a switch you flip.
Move the percentages to whatever you believe. This is an estimate you control, not a forecast and not a promise of captured revenue.
Your share against the benchmark
Growth from existing customers, upsell, cross-sell and account growth, made up roughly 52 per cent of new B2B revenue in 2025. How much a single company should expect to capture scales with size, roughly 14 per cent of new revenue below 1 million in annual revenue, rising to 30 to 40 per cent between 1 million and 50 million, and 58 to 67 per cent above 50 million. The bands come from software industry benchmarking, the best available reference, and the methodology below says what that means for other sectors.
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The formula
- Benchmark share lookup. Your annual revenue or turnover picks the benchmark share of new revenue from existing customers. Roughly 14 per cent under 1 million, 35 per cent between 1 million and 50 million, the midpoint of a published 30 to 40 per cent range, and 62 per cent at 50 million and above, the midpoint of a published 58 to 67 per cent range.
- Current revenue from existing customers. Total new revenue, multiplied by the share that came from existing customers.
- Benchmark revenue from existing customers. Total new revenue, multiplied by the benchmark share for your revenue band.
- The growth gap. Benchmark revenue from existing customers minus your current figure, floored at zero. If your share already meets or exceeds the benchmark, there is no gap and the result shows you ahead of it instead, with the capture range applied to your current revenue from existing customers as the base for modelling a higher target.
- Realistic capture range. The gap, multiplied by the low and high percentages you set. The defaults of 20 and 40 per cent reflect a lever you build over time, not a switch you flip.
A check you can do on paper
2,000,000 in total new revenue, with 20 per cent currently from existing customers, at a company with 8,000,000 in annual revenue, sits in the 1 million to 50 million band, where the typical share is 35 per cent. Benchmark revenue from existing customers is 700,000, the current figure is 400,000, giving a gap of 300,000 and a default realistic capture range of 60,000 to 120,000.
Benchmark sources
- Growth from existing customers as a share of new B2B revenue, roughly 52 per cent overall. Ebsta and Pavilion, 2025 GTM Benchmarks Report, based on 655,000 opportunities and 48 billion dollars of pipeline.
- Share of new revenue from existing customers by company size, roughly 14 per cent under 1 million in annual revenue, 30 to 40 per cent between 1 million and 50 million, 58 to 67 per cent above 50 million. OpenView, Iconiq and Benchmarkit, 2025 benchmarking.
- Cost to sell to an existing customer against a new one, roughly 30 per cent cheaper. Derived from Pacific Crest Securities cost-per-dollar-of-revenue figures, widely cited.
- The size bands come from software industry benchmarking research, OpenView, Iconiq and Benchmarkit, and are the best available reference, not a direct read for industrial or professional services businesses, where no equivalent standardised benchmark currently exists. The published data also leaves a gap between 1 million and 50 million in annual revenue, where only a range, not a precise curve, exists, so we use the midpoint of that range rather than presenting false precision.
What happens to your numbers
Everything runs in your browser. Nothing you enter is stored or sent anywhere. The only thing we record is a single anonymous event that says a calculation was completed, with none of your numbers attached.
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