Best Practice Report

Postsale Customer Lifecycle Deep Dive: Actualize

June 27th, 2023
With contributor:
Lisa Nakano


People who live to be 100 and beyond attribute their longevity to several factors. Some point to diet and fitness, others a lack of vices, but most describe a strong sense of connectedness to family and community, often including a spiritual focus. The theory is that individuals find well-being in healthy relationships and stay around longer to enjoy them. While B2B customers may never feel a spiritual connection to a vendor, they need to find value in a relationship to continue it. And sellers must renew their customer relationships at various intervals. Four phases comprise a postsale B2B relationship. This report outlines the elements that support the third phase and the roles marketing and sales play in each.

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