Best Practice Report

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

July 8th, 2019

Summary

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.

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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.