Customer Marketing’s Role In Driving Post-Sale Offering Adoption

Although post-sale adoption by customers of a purchased offering is a key driver of renewal rates and advocacy, most organizations do not monitor adoption rates. Participation by multiple teams in post-sale engagement efforts can result in gaps and overlapping responsibilities. Customer marketing should partner with customer success, account management and product teams to ensure that customers incorporate the offerings they have purchased into their execution processes.

For the customers of a B2B organization, there’s no set timeframe for post-sale offering adoption, especially because driving adoption relies on multiple functions within the organization to shape expectations, guide activities, track impact and capture insights. Participation by numerous teams often leads to gaps in responsibilities and confusion about ownership. In this report, we describe customer marketing’s role in motivating customers to adopt a new product or solution.