Best Practice Report

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

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

Summary

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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