Vision Report

Supercharge Postsale Growth By Aligning Customer Marketing And Customer Success

August 30th, 2023
Laura Ramos, Vice President, Principal Analyst
Laura Ramos Vice President, Principal Analyst
With contributors:
Dave Frankland , Shari Srebnick , Alesia Garrett , Pippin Evarts , Ellen Lind

Summary

Customer success and customer marketing often suffer from role ambiguity that makes it difficult to provide a seamless postsale experience and demonstrate business value. As firms concentrate more on retaining and growing current customers, Forrester sees these teams aligning to unlock customer-obsessed growth. Survey data gathered from postsale professionals reveals how both contribute unique strengths that, through collaboration, multiply their impact and enhance customers’ postsale experiences. This report explains four ways to align these teams to ensure customers get the value they expect while improving customer retention and postsale revenue growth.

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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.