Aligning Customer Marketing And Demand Marketing For Cross-Sell And Upsell

The customer marketing and demand marketing functions in B2B organizations share similar backgrounds, skill sets, and perspectives. While demand marketing brings infrastructure, strategy, and measurement discipline, customer marketing can leverage customer insights and evidence to tailor approaches to existing customer relationships. These functions can be powerful allies in supporting growth via cross-sell and upsell — if they can become properly aligned. In this report, we describe a four-step process for aligning demand marketing and customer marketing to support marketing’s growth strategy through cross-sell and upsell.