Best Practice Report

Postsale Customer Lifecycle Deep Dive: Participate

May 30th, 2023
With contributors:
Dave Frankland , Lisa Nakano , Alesia Garrett


The second phase of the postsale customer lifecycle is the participate phase, where a customer moves into a typical day-to-day experience. In this phase, the seller must ensure that it supports the customer’s needs and ability to benefit from its investment; it must also track participation. Marketing has the ability to collect customer engagement information that can be of great benefit to both sales and service functions. In this report, we describe the three elements that support the participate phase of the postsale customer lifecycle and the roles marketing and sales play in each.

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