Best Practice Report

Customer Insights For Customer Success And Customer Marketing

June 29th, 2023
With contributors:
Shari Srebnick , Lisa Nakano


Customer success and customer marketing play critical roles in securing, retaining, and growing B2B customer relationships. Organizations that effectively source and use customer insights are better equipped to manage their customer relationships and deliver value to customers. Businesses should use a formal, organized approach to help customer marketing and customer success teams evaluate how insights can support the postsale customer lifecycle. In this report, we introduce a framework to help customer success and customer marketing teams source and use insights to support customer needs and achieve organizational goals across the four phases of the postsale customer lifecycle.

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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.