To determine profitability you will have to get some software written that includes sales, margins, recency and frequency. The software should calculate every customer's profitability on a monthly basis. Spend service dollars on the gold customers . Don't deluge them with marketing. Airlines let their gold customers fly first class.
Banks pick up their phone calls on the first ring .
Marketing dollars should be spent on customers in the second, third and fourth quintiles. Don't waste marketing dollars on the losers at the bottom. Create advisory councils . Suppose that most of your business customers consist of environmental companies, transportation companies and construction companies. Set up three advisory panels, one for each group.