Written by Daryl Wurzbacher, CEO of ByDesign Technologies. Daryl began his career in the direct selling industry in 1999 as the Director of Information Technology for a direct sales start-up. That company was the first client of ByDesign Technologies, and Daryl was a critical liaison between ByDesign, the field leaders, and his corporate team.
In 2007, Daryl transitioned to the supplier side as the Director of Technology for ByDesign. His strategic contributions led to his appointment as President in 2015 and CEO in 2018.
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In an industry that constantly evolves through new products, business models, and technologies, it’s easy to get caught up chasing the next big thing. But through our work with clients, conversations with industry leaders at events (including our own User’s Conferences), and analysis of data from companies that achieved growth last year, one thing has become increasingly clear. The companies winning in today’s market aren’t chasing trends. They are focused on the fundamentals. And the metrics back it up.
What sets these companies apart isn’t flashy tactics or trendy offerings. It’s a clear commitment to the core drivers of success in this channel: delivering real customer value, building strong field relationships, and sustaining consistent engagement. Their strategies are backed by data and anchored in what actually works, not just what’s new.
Growth Starts with the Customer
Across organizations of all sizes, customer activity continues to be the most reliable indicator of business health. Whether it’s total customer revenue, new customer acquisition, or the percentage of reps actively selling to customers, companies that prioritize customer demand see stronger results.
This customer-first mindset doesn’t downplay the role of the field. In fact, it reinforces it. When representatives have the tools and support to serve a growing customer base, everything improves. Earnings increase. Retention rises. Teams grow. Morale strengthens.
While short-term tactics like signup promotions and product drops can create bursts of activity, they rarely sustain momentum. The companies with steady growth are the ones focused on building repeat behavior through quality products, meaningful experiences, and customer satisfaction.
Metrics That Matter
Based on companies that grew last year, we saw the following trends among key customer metrics:
Customer Revenue Growth: Growing companies are experiencing sustained increases in customer-generated revenue, with an average of 200% year-over-year growth. This reflects both strong acquisition and repeat purchasing behavior.
Customer Lifetime Value and Retention: Retention is a key differentiator. Growing companies are not only keeping existing customers, but also increasing their lifetime value through consistent reorders, loyalty strategies, and rep-led campaigns. It’s not just about acquisition. It’s about keeping customers engaged, active, and coming back.
Rep-Driven Customer Acquisition: Rep vs. corporate-driven customer acquisition has been a huge debate in our industry over the past few years. For companies that grew last year, it’s clear they are focused on rep-driven acquisition based on the consistent growth in the percentage of active reps that are enrolling new customers. We’re seeing over 100% year-over-year increases for growing companies, signaling strong field enablement and scalable sales activity.
New Rep Acquisition
While total enrollment matters, the real difference lies in how broad and engaged the recruiting base actually is as measured by the ratio of “Enrollers” (reps who bring in others) versus “Active”. In companies that are growing, we consistently see that 6% to 10% (or more!) of active reps are enrolling new reps each month. In contrast, companies in decline often fall below 2%, with many hovering under 1%.
The takeaway: it’s not just about top leaders recruiting, it’s about having a wide base of representatives who are both sponsoring and selling, creating scalable duplication across the field.
The Human Element Is Still Essential
Another theme that continues to prove true in 2025 is the lasting value of in-person connection. While the industry has embraced digital tools and virtual platforms, nothing replaces the power of gathering face to face. Live interaction remains one of the most effective ways to build belief, inspire action, and create lasting momentum.
What’s especially notable is the resurgence of small, in-person meetings. These are often held in homes or local hotel conference rooms, and they aren’t multi-day productions. The most effective ones are short and focused, usually around 30 to 60 minutes. The goal is simple: spark curiosity. Share the story of the company and its products, offer testimonials, and clearly outline the next steps for getting involved.
But the real impact often happens after the meeting ends. When people stick around to mingle, network, ask questions, and try products, it creates a highly personal experience that builds trust and connection. These moments—informal, unstructured, and authentic—are often where relationships are built, and decisions are made.
Larger events still play an important role, especially when it comes to major launches, leadership development, and cultural alignment. However, for many companies, these smaller, more frequent gatherings are proving to be just as powerful in driving engagement and growth. They reflect one of the industry’s most enduring fundamentals: building community through meaningful, face-to-face connection.
Growth Without Overload
Sustainable success doesn’t come from adding more complexity. It comes from improving what already exists.
The companies that are thriving have adopted a mindset of strategic simplification. They are not layering on more complexity for the sake of innovation. Instead, they’re making intentional, targeted improvements that reinforce the core of their business. This could mean refining their systems, narrowing their product focus, or aligning internal processes with clearly defined goals. It’s not about doing more. It’s about doing what matters and doing it better.
These improvements aren’t driven by a desire to look cutting-edge. They’re rooted in a clear understanding of what the business needs to scale. Whether it’s reworking onboarding flows, optimizing the customer journey, or equipping leaders with more actionable tools, these upgrades are designed to make the model stronger, not flashier. When changes are anchored in foundational needs, even small shifts can create meaningful momentum.
In many cases, this progress comes from asking simple questions. Can enrollment be easier? Can reporting be more actionable? Are we helping leaders lead effectively? Small improvements can create big wins when they’re built on the right foundation.
A Strategic Reset
For companies looking to grow in 2025 and beyond, the message is clear. You don’t need a complete reinvention, but you do need to assess your foundation with honesty.
That includes resisting the temptation to see every new model as a solution. Launching an affiliate program, for example, can be a smart strategy for some companies, but it is not a universal fix. Without strong fundamentals—like customer demand, field engagement, and a compelling product offering—adding an affiliate model is not going to reverse a decline. Sustainable growth requires more than just adding a new label. It requires substance.
The strongest companies this year are focused on:
- Understanding their customers and delivering value
- Using metrics to guide decisions, not just support assumptions
- Strengthening relationships within the field
- Clarifying their vision and executing it with focus
Sometimes the next step forward starts with a look back. Back to the fundamentals. Back to the relationships that built this channel. Back to the clarity and discipline that created success in the first place.
Growth is possible. In fact, it’s already happening for the companies who are staying grounded in what works, while remaining open to where the future can take them.
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