Summary
The customer success and customer marketing teams in many B2B organizations have room for improved collaboration. Data from Forrester’s State Of Customer Retention, Growth, And Advocacy Survey, 2025 shows that it’s not difficult to find common ground on which to base joint efforts. These two functions share common challenges in ensuring that customers attain value and subsequently renew, expand, and advocate. Among the opportunities for collaboration: onboarding, product adoption, and establishing decision-maker relationships within existing accounts.
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