What Is the AMplify Method?
Written by Alex Raymond, founder of AMplify and author of The Growth Department.
The AMplify Method is the informal name for the Growth Department Method, the three-phase Post-Sale operating system: Clarity, Commitment, Cadence. The canonical name is the Growth Department Method. Both names describe the same system, created by Alex Raymond, founder of AMplify, and set out in his book, The Growth Department.
What is the AMplify Method?
The Growth Department Method is how a B2B company installs a Post-Sale operating system: the ownership, standard, artifacts, and recurring meetings that let Account Management and Customer Success run as a revenue function. It exists because existing customers produce 73% of B2B revenue and 100% of profit, according to Forrester, while most companies still run Post-Sale on individual effort and goodwill.
The Method treats Post-Sale as the growth function of the business. Its operating standard is Keep, Grow, No Surprises: keep the customer, grow the customer, and remove surprises from the forecast. Every phase of the installation exists to make that standard real inside the company, from the executive team down to each Account Manager's calendar.
The three phases: Clarity, Commitment, and Cadence
Clarity is the first phase of the Growth Department Method: executive agreement that Post-Sale is the growth function of the business, with one owner of all Post-Sale revenue and Keep, Grow, No Surprises as the operating standard. The executive team has to believe and state the premise, and a polite nod in a leadership meeting does not count.
Commitment is the second phase: the operating disciplines that make Clarity real. It produces three artifacts: the Segmentation Plan, account plans for the top 20% of accounts, and the Risk Register, the single portfolio-wide record of every identified risk, each with one owner and one category.
Cadence is the third phase: the seven meetings that run a Growth Department, the recurring forums that keep Clarity and Commitment alive after the launch energy fades. A plan stays current because a meeting on the calendar requires it.
The phases have hard gates. Each one must be complete before the next begins, and there is no minimum viable version. A Risk Register built before the executive team agrees on the premise turns into theater: the team fills it in and nobody funds the decisions that come out of it.
Kristy Devantier, Managing Director at TaleWind Digital, shows what Cadence produces once it is running. Her team holds monthly account reviews with the creative director, the product team, and the company president in the room, tracks strategic actions in the CRM, and sets customer review frequency by growth potential: four, two, or one meeting a year. The result was a 100% annual recurring revenue renewal rate and more than 8% revenue growth.
Where the name comes from
AMplify is the company Alex Raymond founded to help Post-Sale leaders install the Method. People who hear the system on the Account Management Secrets podcast or inside AMplify programs often call it by the company's name, which is how "the AMplify Method" entered circulation. The official name comes from the book. Alex had planned to call it The Account Management Book, and renamed it once he saw that Post-Sale is the part of the company in growth mode: The Growth Department.
One related name is worth keeping separate. The Growth Department Mindset is the four-arrow framework for individual practitioners: Solve Bigger Problems, Relentless Curiosity, Act Like an Owner, and Protect Your Energy. The Mindset describes how an Account Manager works. The Method describes what the company installs around them.
Where to go deeper
The full installation sequence, with the gates, the artifacts, and where to start, is in the Growth Department Method guide. For a shorter definition of the category, read What Is a Post-Sale Operating System? For the person behind the Method, see About Alex Raymond and AMplify.
The fastest way to see where your own company stands is to score it against the three phases. Most teams find they have pieces of Commitment in place, such as a few good account plans, without the executive Clarity that would make those pieces stick.
The Growth Department is the post-sale revenue operating standard for B2B companies. Take the ten-minute Post-Sale Stress Test to see where your function stands across Clarity, Commitment, and Cadence. Or download the free audiobook of The Growth Department and read the manifesto.
About the author Alex Raymond is the founder of AMplify and the author of The Growth Department, the operating standard for the function that delivers most of a company's revenue. He spent a decade building Account Management and Customer Success systems with B2B companies before founding AMplify, where he works with Post-Sale leaders on installing the Growth Department Method. He hosts the Account Management Secrets podcast.
