Best Practice Report

The Roles Of Sales And Customer Success In Postsale Customer Lifecycle Management

June 23rd, 2023
With contributors:
Dave Frankland , Shari Srebnick , Rick Bradberry , Lisa Nakano , Steve Silver , Alesia Garrett , Christine Turley


Companies seeking more growth and profit must view the end of the buyer’s journey as the start of a next, connected phase: the postsale customer journey. B2B companies should carefully plan and manage the transition from prospect to customer to ensure value is attained and renewal and growth are likely. Sales, namely account managers, and customer success each have roles to play in managing the postsale customer journey. In this report, we outline the Forrester Postsale 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.