Best Practice Report

The Roles Of Sales and Customer Success In Post-Sale Customer Lifecycle Management

January 1st, 2018


The transition from prospect to customer must be carefully planned, and managed to drive retention, and growth. Understanding the post-sale customer lifecycle helps define the timing, triggers, and actions required to deliver value. Sales and customer success each have roles to play in managing the customer journey. Companies seeking more growth and profit must view the end of the buyer’s journey as the start of a new process and new roles for sales and customer success. In this report, we outline the Forrester Customer Lifecycle Framework and discuss the roles, responsibilities and points of alignment for the sales and customer success functions.

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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.