Best Practice Report

Identifying And Sourcing Post-Sale Customer Data Requirements

What Customer Marketers Must Communicate To Data Teams About Post-Sale Lifecycle Needs

October 15th, 2021


B2B organizations must engage with customers post-sale 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 the post-sale customer lifecycle framework to capture and communicate their data needs to data stewards based on defined objectives for post-sale lifecycle management. In this report, we demonstrate how marketing data stewards must sort, source, and unify data sets in support of customer marketers as part of a coherent marketing data strategy.

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