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.
Log in to continue reading
Client log in
Welcome back. Log in to your account to continue reading this research.
Become a client
Become a client today for these benefits:
- Stay ahead of changing market and customer dynamics with the latest insights.
- Partner with expert analysts to make progress on your top initiatives.
- Get answers from trusted research using Izola, Forrester's genAI tool.
Purchase this report
This report is available for individual purchase ($1495).