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  • Behind the Strategy: 6 CX lessons from Company Sage

    Behind the Strategy: 6 CX lessons from Company Sage


    What does it really take to build a business around customer experience? 

    In a recent episode of Behind the Strategy: CX Leadership in Action, Alchemer CMO Bo Bandy sat down with Company Sage CEO Andrew Pierce and COO Jeff Cummings to unpack how they’ve turned CX into a strategic advantage.  

    Company Sage helps entrepreneurs and small businesses start, manage, and grow their companies, handling everything from entity formation and compliance to back-office support. With more than 80,000 customers and a fast-growing SaaS platform, they’ve built their success not just on operational excellence, but on a company-wide obsession with treating customers right. 

    From real-time NPS follow-up to transparent team communication, here are six lessons from their playbook that any CX leader can apply. 

    Lesson 1: Start with culture

    Company Sage didn’t launch with a polished strategy. They started by simply being kind to customers. 

    “I didn’t want to be mean to clients on the phone,” Andrew said. “So we over-delivered.” 

    That basic principle—treat people well—grew into something more powerful. The team realized that while their larger competitors treated customers like numbers, they could stand out by being personal, responsive, and transparent. 

    Today, customer experience is one of three strategic lenses for the business, alongside scalability and compliance. 

    Lesson 2: Operationalize feedback early and often 

    Company Sage’s NPS program isn’t an annual box to check. It’s a living system that drives action. 

    Instead of blasting all 80,000 customers at once, they send surveys in rolling batches to keep the workload manageable. Every detractor or comment with negative sentiment creates a case in Salesforce. Their support team personally follows up, logs the conversation, and shares insights with leadership. 

    This approach helps the team spot issues early, respond quickly, and turn frustration into loyalty. 

    Lesson 3: Let the data challenge your assumptions 

    Tough feedback isn’t always easy to hear—but it’s essential. 

    Andrew shared how a switch from annual to monthly billing, which seemed customer-friendly on paper, was met with overwhelming negative feedback. “We thought we were doing the right thing,” he said. “The survey results told us otherwise.” 

    Other surprises? Customers didn’t care about hold times as much as they cared about getting their questions answered on the first try. And small changes in mail pricing sparked major backlash that wasn’t obvious until the NPS results came in. 

    Lesson 4: Share feedback across the entire organization 

    At Company Sage, feedback doesn’t stay hidden in dashboards. It’s shared company-wide. 

    Survey insights are discussed in weekly ops meetings, reviewed in all-hands calls, and used to prioritize product roadmaps. Teams are encouraged to face the tough stuff and take ownership. 

    “If we’re not a culture-first company, we can’t be a customer-first company,” Jeff said. One team member, after hearing tough feedback, told her team: “We’re owning this. It’s never coming up again.” 

    That transparency keeps everyone connected to the customer and accountable for improving the experience. 

    Lesson 5: Close the loop and keep it closed. 

    Every round of NPS is followed by a summary of what the team is doing differently as a result. If a customer didn’t fill out the last survey, they get a little FOMO when they see real changes being made and they’re more likely to respond next time. 

    Even internal teams benefit. By tying customer feedback to changes in process or product, employees can see the impact of their work. That alignment keeps morale high and focus sharp. 


    Lesson 6: Keep evolving or fall behind     

    “Customer experience isn’t a destination,” Jeff said. “If we offer the same level of service next year, it’ll feel like a drop.” 

    That’s why they’re constantly looking for ways to improve. They’re using integrations to route feedback in real time. They’re exploring session monitoring tools to trigger intercepts when customers show signs of frustration. And they’re watching trends closely—like the sudden rise in mobile requests that no one mentioned two years ago. 

    The goal is to stay close to what customers want, not just what the company thinks they want. 

    Watch the full conversation 

    For more CX insights, listen to Andrew, Jeff, and Bo’s full conversation in the this episode of Behind the Strategy: CX Leadership in Action. 
     

    Looking for more CX guidance? 
    Check out additional Behind the Strategy episodes or download The CX Leader’s Guide to the CFO for help aligning your feedback program with business goals. 



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  • Before You Invest, Take These Steps to Build a Strategy That Works

    Before You Invest, Take These Steps to Build a Strategy That Works


    Opinions expressed by Entrepreneur contributors are their own.

    Investing doesn’t start with your first transaction — it begins much earlier. From defining the types of investments you’re interested in to setting clear financial goals, the early stages are critical. Investing can be complex and time-intensive, especially when deciding where to place your capital. That’s why having a thoughtful, informed strategy from the outset is so important: it ensures your investments are purposeful and aligned with your longterm vision.

    Before you commit any resources, take the time to craft a strategy that reflects your goals, values and risk tolerance. A structured approach not only reduces unnecessary risk but also clarifies why you’re investing and how each decision supports the bigger picture. This clarity transforms your investment approach from reactive to intentional.

    As an entrepreneur, I’ve refined my own investment strategy over time. It’s diverse by design, built to support both my financial goals and my broader mission. If you’re wondering how to figure out where your own investments should go, here are four actionable steps to help guide your placement strategy:

    1. Define your investment goals

    Start by asking yourself: What do I want my investments to achieve? Are you aiming for longterm wealth, social impact, business expansion or a mix of these? Knowing what success looks like will shape how much you invest, when and where.

    Consider the types of investments that resonate most—whether that’s equity, partnerships, philanthropic initiatives, or ventures tied to innovation. Aligning your goals with your core values will not only give you direction but also help you stay committed when markets shift.

    Related: How to Diversify Your Business Interests

    2. Choose your asset allocation strategy

    Asset allocation — how you distribute your investments across asset classes — is central to managing risk and return. The main categories include equities, fixed income and cash or cash equivalents. Each has different risk profiles and growth potential.

    There’s no one-size-fits-all approach. My own strategy, for example, spans three buckets: equity and business investments, partnerships and strategic collaborations and philanthropic efforts. This setup works for me because I prioritize both financial returns and impact. A significant portion of my portfolio supports global health, education, and sustainability initiatives.

    A thoughtful allocation plan helps you stay balanced, even when the markets aren’t.

    3. Diversify strategically

    Diversification is a time-tested way to reduce risk. If one sector dips, others can help offset the loss. But meaningful diversification goes beyond spreading your investments — it requires research and intention.

    Dig into each opportunity. Understand the potential returns, risks, and how each fits into your broader strategy. For me, diversification also means staying engaged with sectors I care deeply about, like innovation, wellness and climate-conscious enterprises. This keeps my portfolio resilient and aligned with my values.

    Related: The Importance of Portfolio Diversification for Your Investments

    4. Stay adaptable

    Your investment strategy should evolve with you. As your goals, interests and the economic landscape shift, so should your allocations.

    I regularly revisit my portfolio with a few key questions: How are my current investments performing? Do they still reflect my vision? Are there new opportunities I should explore? Lately, I’ve been diving deeper into wellness and sustainable living, especially in high-quality nutraceuticals and biohacking. Those shifts came from staying curious and being willing to pivot when the time felt right.

    Deciding where to place your investments is one of the most important steps in your investing journey. Laying a solid foundation early on helps you navigate growth, risk, and market shifts with confidence. And remember, your strategy isn’t permanent—it’s a living framework that should adapt as you and the world around you evolve. Stay informed, stay connected, and above all, stay intentional. Your future self will thank you.

    Investing doesn’t start with your first transaction — it begins much earlier. From defining the types of investments you’re interested in to setting clear financial goals, the early stages are critical. Investing can be complex and time-intensive, especially when deciding where to place your capital. That’s why having a thoughtful, informed strategy from the outset is so important: it ensures your investments are purposeful and aligned with your longterm vision.

    Before you commit any resources, take the time to craft a strategy that reflects your goals, values and risk tolerance. A structured approach not only reduces unnecessary risk but also clarifies why you’re investing and how each decision supports the bigger picture. This clarity transforms your investment approach from reactive to intentional.

    As an entrepreneur, I’ve refined my own investment strategy over time. It’s diverse by design, built to support both my financial goals and my broader mission. If you’re wondering how to figure out where your own investments should go, here are four actionable steps to help guide your placement strategy:

    The rest of this article is locked.

    Join Entrepreneur+ today for access.



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  • How I Built a 7-Figure Business With This Simple Strategy

    How I Built a 7-Figure Business With This Simple Strategy


    Opinions expressed by Entrepreneur contributors are their own.

    One of the biggest mistakes entrepreneurs make is thinking they need to do everything themselves, or, even worse, thinking that hiring one “rockstar” full-time employee will solve every problem in their business (and if they do find this diamond in the rough, which is highly unlikely, they’re usually not in a position to hire and manage that person effectively). In my experience, I’ve found that success comes from not how you do it but who helps you do it, and a team of experts is the most effective way to get there.

    Today’s small business owners and solopreneurs are under more pressure than ever. The market is rapidly shifting, consumers are cautious about spending, and there’s a constant demand to stay visible and relevant in an increasingly crowded market. Entrepreneurs are expected to wear every hat, from visionary to strategist and social media manager, and still find time to grow their business. It’s insanity, isn’t it?

    After starting my business, I quickly realized that the most effective way for it to be successful was to bring on outside help. Through strategic outsourcing, I was able to grow my first business, the Boutique COO, to seven figures in under eight months.

    So, how do you know when it’s time to bring in outside help or where to even start? Here are four main steps to guide you.

    Related: How to Outsource Your Way to a $10-Million Business

    1. Stop trying to find your unicorn

    When most business owners realize they need help, their first instinct is to look for one full-time hire who can help manage ops, run their marketing campaigns, handle admin tasks and maybe even update the website and post on social media.

    That, my friends, is what we call a unicorn. They just don’t exist. And if they do, they’re either incredibly expensive or burned out from being pulled in a thousand directions. Plus, as a busy business owner who may not be comfortable with effective performance management or trained in it, you might not be able to best leverage your unicorn even if you found them.

    Early on in my business, I tried to find someone who could take a lot of things off my plate. I thought that if I could just find the right person, I’d be set. But in reality, no single human (including you) will be amazing at everything your business needs, and expecting them to be amazing is unfair.

    The better and smarter approach is to build a dream team of specialists who each do what they’re great at. Hire a bookkeeper who has a penchant for numbers. Bring on a virtual assistant who gets giddy about organization. Add a marketing specialist who loves to write. When everyone is working in their zone of genius and gets in their flow state, the quality of work skyrockets. The natural result is authentic and much more sustainable business growth.

    It’s also more cost-effective and less risky. Instead of paying a full-time salary plus benefits for one person, you can outsource even just a few ad hoc hours at a time for highly skilled support in each important area of your business. This way, you aren’t betting your business on a single person — and you get better results, spend less money and free up your own time. It’s a win-win.

    2. Identify the workload, not the title

    Before you start outsourcing, you need to stop thinking in terms of job titles. You don’t need a COO or a marketing manager (not yet, at least). What you do need is clarity on what tasks are taking up most of your time.

    Related: What You Need to Know Before Hiring Independent Contractors

    When I talk to clients whose businesses are taking off, I do a quick audit. I look at where they spend the most time and what drains their energy. If something is time-consuming and doesn’t provide much impact, that is a big red flag that the task either needs to be discontinued entirely or outsourced. Think in terms of categories that don’t necessarily contribute to revenue growth, like admin, onboarding new clients, invoicing and bookkeeping or the ever-dreaded payroll.

    Here’s a general rule: If your plate is full and you’re spending more than three to five hours a week on something that doesn’t require your specific expertise, outsource it.

    Related: Your Time is Money, Start Saving It By Outsourcing

    3. Decide what to outsource first

    Think about the tasks that don’t directly generate revenue or that someone else could do better and faster than you can.

    For most entrepreneurs, this includes tasks like

    • Scheduling and calendar management

    • Invoicing and payments

    • Emailing newsletters and planning social media

    • Doing basic admin, such as organizing files and documents

    When I first started outsourcing, I handed off two things that took a big chunk of my time but didn’t actually need my time: scheduling and inbox management. It was a small change, but the impact was massive. Not only did I gain back time during the week, but I also felt mentally clear enough to focus on strategies to grow my business.

    4. Set your contractors up for success

    Hiring help is just the first step. Being a good leader is what makes a huge difference.

    My non-negotiables: Be specific about expectations, and make your onboarding process crystal clear. Give your contractors access to the shared tools you use so they have everything they need to get started. At the Boutique COO and our new sister company, Brick by Brick Collective, we’re big fans of Notion and Paymo, and we basically live in Slack.

    Set up regular check-ins, especially during onboarding. Plan time to train contractors and give them feedback early on. Set clear goals and expectations. Your best hire will still feel ineffective if you aren’t investing in getting them ramped up.

    Be prepared to accept that things will be done 80% to 90% of the way you’d do it. If you expect someone to do something exactly how you’d do it, you are not weighing the benefit of outsourcing with the small cost of things not being exactly “perfect.” Remember, if you hire someone to clean your house or mow your lawn, you wouldn’t be complaining if they folded your clothes slightly differently than you do or if they did yardwork in a slightly different order.

    These tips have been instrumental in my growing a seven-figure business in under eight months, starting two new businesses and bringing on almost 150 team members without sacrificing my sanity.

    Related: What Not to Do When Outsourcing

    Do more with less, and build bigger than you’d thought possible

    Ultimately, it’s about asking a better question:

    Not “How can I get this done?” but “Who can help me get it done?” and “Who do I need to be to enable those people best?”

    If you’re truly ready to grow, pick one task you’re doing regularly that doesn’t require you to do it, and find someone to take it off your plate this week. You’ll be surprised at how much that tiny shift opens up everything else for you.

    Outsourcing is a strategy that, when done with intention, can be one of the most powerful ways to do more for your business and keep your clients (and you!) happy.



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