Leapfrog CSQLs: Build Postsale Growth With Opportunities And Buying Groups

Customer success (CS) teams have begun adopting customer-success-qualified leads (CSQLs) to qualify expansion opportunities within the accounts they manage. Unfortunately, many of the same issues marketers face with marketing qualified leads (MQLs) also affect CSQLs because this approach fails to engage the full buying group and lacks sufficient context about the group’s needs and expectations. In this report, we outline how CS teams can evade these drawbacks by using the Forrester Opportunity Lifecycle as a framework for building the internal process stages and actions needed to create value for customers and drive more predictable, consistent growth for their business.