In this series, e123 President Brendan McLoughlin will explain what Strategic Revenue Management (SRM) is with a detailed 6-step guide on how you can implement this framework within your organization.

Want to Grow Every Year? Stop Planning Once a Year.

Why do some carriers grow their market share year after year while others remain stagnant? It’s not because they have better products or more budget. It’s because they’ve made Strategic Revenue Management (SRM) a continuous discipline, not an annual planning event.

For these carriers, the moment annual enrollment ends, the next cycle begins. They view strategic planning as a repeatable process, not an annual calendar item, that builds sustainable competitive advantage. If you want to grow your local relative market share (LRMS), you need to turn one-time planning into ongoing strategic execution.

Don’t Wait for Reports. Start Now.

If you’ve been optimizing in real-time during open enrollment, you already have the performance data you need. You don’t need to wait for lagging reports. You can jump right into Step One: Assess again.

Look at how you performed by geography, by product, and by segment. What geographies over delivered? Which ones underperformed? Did your “hero products” meet projections, or did other products outperform?

Dig into conversion rates by channel, member persistence by market, and outcomes against original SRM goals. Then re-run your LRMS analysis to recalibrate your geographic priorities. This is how top carriers build on momentum while others fall short.

Build a Quarterly Operating Rhythm

A continuous SRM cycle works best if it follows a disciplined rhythm. Here's how growth-focused carriers operate:

• Q1: Review and Plan: Post-annual enrollment deep dive. Use hard performance data, not assumptions, to re-prioritize markets, segments, products, and partners.
• Q2–Q3: Create and Implement: Activate the plan. Launch campaigns, expand partnerships, adjust commissions, and train agents based on identified
• Q4: Execute and Optimize: Open enrollment isn't the finish line. Monitor daily performance and adjust in real time to maximize results before the window closes.

Grow Where You’re Winning

Each SRM cycle should narrow your focus. Market leaders don’t try to be everywhere. They build dominance where momentum already exists.

Track market share growth by county and segment. If you’re gaining ground, double down. If you’re losing, decide whether it’s time to re-engage or move on. Stop trying to grow everywhere and start building strategic concentration where it matters. That’s the heart of the SRM and LRMS.

Upgrade Your Distribution Intelligence

Every SRM cycle should sharpen your understanding of your distribution channels. It’s not just about who sells the most—it’s about who delivers persistent, high-value members, increasing LTV while reducing CAC.

Look beyond enrollment counts. Which FMOs or agents are bringing in loyal, satisfied members? Which are driving growth in priority segments? Interview your best agents. What do they know that others don’t? Use that intel to replicate successful sales strategies, strengthening your overall distribution strategy.

Growth Fuels Growth

When you operationalize SRM, performance improvements create fuel for reinvestment. You can build better products, expand into stronger geographies, and attract top agents because your system compounds its own success. Carriers who treat SRM like a continuous process, not a static plan, don’t just grow faster. They grow smarter.

Ready to Press Repeat?

Implementing SRM requires sophisticated data analytics, performance tracking, and optimization. e123 provides the comprehensive platform needed to execute systematic SRM cycles that drive predictable, profitable growth

Ready to transform your annual planning into a continuous improvement process? Schedule a consultation with e123 to create a data-driven SRM cycle.

To learn more about our SRM 6-step plan, download our Strategic Revenue Management whitepaper, revisit our previous SRM blog posts, watch my presentation on SRM, and stay tuned for the next post in this SRM series.