Retention · Renewals · Cross-sell
Brands court customers right up until they say yes.
Then the attention moves on — and everyone acts surprised when the customer does too. I bring the craft you spend winning people to the part that actually keeps them.
The problem
Every company is a tech company now. Which means tech is no longer the advantage.
Features used to be a moat. They bought you two years before a competitor caught up, and a customer locked in was a customer kept.
That's gone. Switching is a weekend. Half your customers use a fifth of what they pay for, and a cheaper competitor is happy to sell just that fifth. The lock-in everyone was counting on has quietly turned into a reason to leave.
You feel it where it hurts: renewals that used to be routine now come with questions, accounts going quiet, expansion targets that assume customers will buy more than they do.
So the question stops being how do I win them and becomes how do I stay worth choosing. Almost nobody runs the second question with the rigour they threw at the first.
The work
I take the playbook you point at strangers and aim it at the people who already said yes.
Go-to-market, product thinking, journey mapping, the segmentation and messaging you build so carefully for acquisition — most of it never survives the sale. The post-purchase experience gets handed to whoever has capacity.
I treat it like its own product. I map the real journey across every team that touches it — because your engineers can be excellent, your support can be excellent, and the customer can still walk, because no one owns the part between them.
The point isn't to squeeze. It's to earn the right to sell again: give people something genuinely worth more, then grow the relationship from there. Loyalty you didn't have to trap them into.
You earn the right to sell by being worth buying from twice.
Where we start
Find where the revenue is leaking.
The Retention Capabilities Matrix scores you across the five capabilities that decide renewals and cross-sell: touchpoint feedback, churn signals, value visibility, earned expansion, loyalty.
We walk through it together in thirty minutes. You leave with your scores, the gap costing you most, and one thing worth fixing this quarter. No deck, no pitch.
Who
Diana Matei · Founder, DM the PM
Twelve years in product, and a stubborn interest in the part everyone skips.
I've built products across B2C and B2B — from hyper-growth startups to global enterprises — and was named one of the UK's top 30 women in digital products and services in 2025. I turn customer insight into revenue, and I led the work that repositioned Chubb from selling hardware to selling a relationship.
I care about products that make people feel something — and about the unglamorous, decisive stretch after the sale that everyone treats as someone else's job.
I challenge what people have settled for — in products, in businesses, in themselves — so they can choose something better.
The newsletter
Field notes from the part everyone skips.
Essays on customer experience, retention, and the stories products tell — written the way I talk, which is to say not like a consultant.