Best Practice Report

Identifying And Sourcing Postsale Customer Data Requirements

What Customer Marketers Must Communicate To Data Teams About Postsale Lifecycle Needs

July 7th, 2023
Amy Bills, VP, Principal Analyst
Amy Bills VP, Principal Analyst
With contributors:
Dave Frankland , Alesia Garrett , Ellen Lind

Summary

B2B organizations must engage with customers postsale to create value, drive adoption, and set the stage for growth, retention, and advocacy. Without a clearly defined data strategy, marketing data stewards tasked with providing the “definitive” view of customers become wary of reviewing data elements. Customer marketers should use Forrester’s Postsale Customer Lifecycle Framework to capture and communicate their data needs to data stewards according to defined objectives for postsale lifecycle management. In this report, we demonstrate how data stewards must sort, source, and unify data sets to support customer marketers as part of a coherent marketing data strategy.

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