2026 Go-To-Market Pillar Workshop Series

The Secret Sauce of Service: Turning Customer Experience into a Revenue Engine

Family businesses are often built on long-standing customer relationships, trust, and service. Yet many leaders underestimate how much intentional focus on the customer experience can drive sustainable, predictable revenue growth.

In this workshop, we explore how principles commonly used in subscription-based and B2B software businesses can be applied across a wide range of family enterprises. Participants will learn how to better understand their customers over time, identify meaningful customer groups, and apply specific strategies to strengthen retention and expand customer value.

Rather than viewing service as a cost or obligation, this session reframes it as a strategic growth lever—one that aligns naturally with the values and relational strengths of family businesses.

You’ll explore:

• How leading companies measure and manage customer relationships over time
• The concept of customer groups and how they evolve
• Practical ways service and experience influence retention, expansion, and revenue

• Tools to identify and evaluate different customer groups within your business
• Strategies to expand customer relationships intentionally and sustainably
• A clearer understanding of how customer service can support long-term revenue growth

🗓 Thursday, December 3, 2026
🕛 Time: 8:00 - 9:30 a.m. (Breakfast will be served.)
📍 In person at the Family Enterprise Center at KSU | 3207 Campus Loop Rd., Kennesaw, GA
🎟 $35 to the general public. | This event is provided at no cost to Members of the Family Enterprise Center at KSU.

---

About the Speaker

Patrick Elliott is the Founder and Chief Marketing Officer of Four Cross Advisory, an advisory firm that helps small and mid-sized businesses build modern, aligned go-to-market systems. With more than 20 years of experience across marketing, sales, and business development, Patrick has held leadership roles in software, healthcare, pharmaceuticals, and financial services. He partners with business owners and leadership teams to address revenue growth challenges by aligning marketing, sales, customer service, and operations. Patrick supports clients through fractional leadership and workshop-based advisory, helping them build clarity, focus, and sustainable growth.

---

About the Series

Each quarterly workshop is designed to deliver immediate value on its own while also connecting to a broader, cohesive go-to-market framework. Leaders may attend one session or the full series, depending on their needs.

Together, these conversations offer clarity, practical tools, and space to think strategically—without losing sight of the realities of running a business.

Hosted by the 

Family Enterprise Center at KSU in partnership with Four Cross Advisory.