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WHITE PAPER: Customer Success and Marketing Alignment: Unlock the True Potential of Your Customers Advocacy

Most B2B companies say the customer experience is a priority,

but their teams are not prepared or coordinated enough

to make this a reality.

It starts with strong alignment between customer success and marketing.

This partnership has the power to unlock the true potential of your customers: genuine advocacy that will help you grow your business faster not just through upsell and cross-sell revenue, but also through second-order revenue generated by advocacy.

According to Jason Lemkin, true customer lifetime value (CLTV) is probably as much as 2X higher when you incorporate not just upsell and cross-sell revenue, but also:
Champion change - when your customer
  leaves to work at another company and
  brings your solution with them
Advocacy - when your customers tell their
  friends and peers how much they love you

“When we have the mindset that everyone ‘owns’ the customer and stop being territorial, the customer can benefit. In the end, the customer is surrounded by multiple departments and they feel that support and connection, making them more willing to be advocates.” –Heather Foeh, Director of Customer Advocacy at Lattice Engines

“It’s a two way street. Marketing can deliver compelling insights into who is buying and why they are buying, which should be leveraged by the CS team during onboarding and adoption activities. Feedback from CS to marketing should help drive focus into the right markets and surface key aspects of the application that add value, which could have been previously overlooked.” –Andrew Marks, Managing Partner at Servitium Partners

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