IT Services Growth Strategies: Achieving the Right Mix of New and Existing Clients

 As an IT professional services firm, your goal is to grow steadily while keeping current clients satisfied. The tricky part is balancing new-client acquisition with maintaining strong relationships. A practical target is a 75/25 split—about 75% of annual revenue from existing clients and 25% from new ones. This reduces reliance on a few large clients while still bringing in fresh business.

1. Aim for a healthy balance between new and existing clients

Aim to generate roughly 75% of your revenue from existing clients and 25% from new clients. This mix stabilizes utilization and margin, yet diversifies your revenue base. The path to that balance is long-term relationships and consistently high-quality delivery that exceeds expectations—so renewals and follow-on work happen naturally.

• Why it works:

  • Expansion is faster and more cost-effective than net-new.

  • New logos prevent overreliance on a small set of accounts.

2. Service your existing clients at the right level

Strong relationships with existing clients are essential. Assign a dedicated team to understand their needs, manage communication, and ensure delivery quality. The more you anticipate needs and make value visible, the more likely you’ll retain and expand.

• Practical tips:

  • Keep a regular cadence of check-ins and executive reviews.

  • Summarize outcomes in simple, business-friendly updates.

  • Address issues early, before they become problems.

3. Incentivize your team

Your team should be rewarded for both maintaining existing relationships and finding new ones. Consider separate responsibilities for account management and sales so each focus is clear, then align incentives accordingly. This helps your people stay motivated to protect current revenue and add new opportunities without conflict.

• Simple model:

  • Account Management: retention and expansion.

  • Sales/BD: net-new opportunities and new logos.

4. Leverage technology

Use a CRM to track interactions, monitor satisfaction, and spot risks early. With better visibility, you can act before small issues become churn, and you can see patterns that guide where to invest time and resources.

• Do with your CRM:

  • Track engagement and sentiment across active accounts.

  • Flag upcoming renewals and milestones.

  • Capture “before-and-after” results to support renewals and upsell.

Finding the right mix of new and existing clients is essential for long-term success. Keep the 75/25 balance in view, service existing clients at the right level, align incentives so your team pulls in the same direction, and use technology to stay proactive. Do this consistently and you’ll grow with confidence—expanding loyal accounts while bringing in the right new clients.