The Channel's Role In The Customer Lifecycle

In the B2B channel, sales and marketing efforts and activities typically focus on the buying cycle and ignore opportunities for engagement during the post-sale customer lifecycle. Suppliers must enable, encourage, and create programs for partners to drive loyalty, retention, and growth from their existing customers across the distinct phases of the customer lifecycle. In this report, we align channel marketing strategies to the four phases of the Customer Lifecycle Framework, while describing supplier responsibilities and partner opportunities for each phase.