Vision Report

The Forrester Customer Lifecycle For B2B Organizations

Providing Value Throughout The Buyer And Customer Journeys

 and  seven contributors
Updated Aug 13, 2025

Summary

Many B2B organizations treat the presale buyer’s journey and postsale customer journey as disconnected experiences, missing opportunities to optimize customer and company value. Treating the entire customer lifecycle as a continuum enables organizations to calibrate their approach around the customer’s experience rather than their internal structure, thus aligning the company’s objectives with customer needs and preferences.

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