Best Practice Report

Aligning Customer Marketing And Customer Success

January 1st, 2018
Lisa Nakano, null
Lisa Nakano


B2B functions that are collaborative, interdependent, supportive, and coordinated can be “power couples” that accomplish incredible things — and the collaboration of customer marketing and customer success is one such example. Each of these functions provides critical postsale customer engagement, and when they work together, their impact multiplies. In this report, we define the responsibilities of customer marketing and customer success, explain the challenges of implementing one or the other or both, and share best practices for aligning them.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.