Not all customers create the same value and not all require the same level of investment. Yet many Customer Success organizations still segment accounts based on current revenue alone, leaving future growth opportunities hidden in plain sight. In this session, Cristina Dohotaru, Global Head of Customer Success at Iru, explores how forward-looking customer segmentation can transform the way CS teams allocate resources, design coverage models, and drive business growth. By shifting the focus from what customers pay today to what they could be worth tomorrow, organizations can build more strategic, scalable Customer Success structures that maximize impact. But this isn’t just a segmentation exercise. It’s an operating model rethink. You'll work through: • Why traditional revenue-based segmentation often limits growth potential • How to identify customers with the highest expansion opportunity • How segmentation should influence team structure, coverage models, and resource allocation Walk away with: • A framework for evaluating customer potential alongside current value • Practical approaches to aligning CS resources with growth opportunities • Ideas for building scalable Customer Success structures that support both retention and expansion Because scalable growth doesn't come from treating every customer the same. It comes from knowing where to invest, when to invest, and why.