Best Practice Report

Postsale Customer Lifecycle Deep Dive: Initiate

June 21st, 2023
With contributors:
Lisa Nakano , Alesia Garrett , Michael Belden


Anyone who has endured a terrible second date knows that the old saying “You never get a second chance to make a first impression” discounts the vast potential for disappointment when high initial expectations are destroyed upon further contact. In the B2B world, making commitments to a new customer that are not fulfilled can be similarly fatal. The first phase of the postsale customer lifecycle is the initiate phase, when a new customer begins to use what they have bought. In this phase, the selling company is responsible for delivering what was promised and starting the relationship off on the right foot. Customers in this phase must feel valued and reassured that the best choice was made and see value from their investment. In this report, we describe the three elements that support the first phase of the postsale customer lifecycle, and the roles marketing and sales play in each.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.