Customer Success Must Play A Pivotal Role In Transforming Revenue Processes

B2B companies struggle to achieve predictable growth when they neglect customer goals and fail to help customers realize the value marketing and sales has promised.

CS teams that follow the recommendations in this report will elevate their role in transforming revenue processes by helping their organization put customers first and creating meaningful interactions across four postsale phases of the Forrester Opportunity Lifecycle.

Here are the three key takeaways:

• Customer success (CS) teams must play a bigger role in transforming revenue processes by aligning and collaborating with frontline peers, empowering customers with digital self-service, and synchronizing postsale processes with the customer lifecycle.
• CS teams should follow a framework that moves customers from delivery to activation, including setting the stage for success, ensuring offering adoption, driving renewal/repurchase, and expanding the relationship.
• Top CS teams help customers achieve value quickly through a formalized transition from presale to postsale, documenting and sharing vital account information, and getting customers to commit to the implementation plan.