Best Practice Report

The Channel's Role In The Customer Lifecycle

January 1st, 2018


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.

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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.