Best Practice Report

From Demand Unit To Retention Unit: Understanding The Transition

November 5th, 2019


Like a purchase decision, a renewal decision usually involves a group of stakeholders and influencers. Organizations must avoid the mistake of treating renewal decision-makers like purchase decision-makers. Understanding the differences between demand units and retention units helps organizations detect and respond to retention signals.

When B2B buyers complete their initial purchase, they make a transition from the buyer’s journey to the customer lifecycle, in which they use what they purchased and decide whether to renew or repurchase it. The buyer’s journey and customer lifecycle are connected journeys, but they differ in significant ways. In this report, we discuss three sets of customer attributes that customer engagement teams must factor into their efforts to maximize customer retention and loyalty.

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