Apparently, there’s something marketing and sales can actually agree on…and they happen to agree on it in a big way. When it comes to which area of the customer lifecycle they believe has the biggest impact on revenue, deserves the most resources, and needs the most improvement, it’s early stage demand generation—by a landslide.
But does that make everyone right? Is it possible that companies are so focused on the front end of the business that they’re forgetting about revenue opportunities from customers that are already in the fold? A whole lot of revenue and growth is riding on key post-purchase conversations—such as customer renewals and strategic price increases, both of which ranked at the bottom for focus and investment.
Join Tim Riesterer, co-author of The Three Value Conversations, as he discusses how marketers and salespeople perceive the relative importance of the key moments in the customer lifecycle—and asks whether seeing the same thing could also mean missing the same opportunities.