Summary
Many B2B organizations treat the presale buyer’s journey and postsale customer lifecycle as disconnected experiences. In doing so, these organizations compromise their ability to create a resonant, connected, and intuitive experience that lays the groundwork for retention, growth, efficiency, and customer advocacy. Treating the pre- and postsale customer lifecycle as a continuum enables organizations to calibrate their approach around the customer’s experience rather than the company’s own structure.
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