B-to-b sales organizations spend an enormous amount of energy trying to understand, manage and track the buyer’s journey, hopefully leading to winning sales opportunities. However, the transition from prospect to customer and the post-sale customer experience often get less attention, which means the loss of a major opportunity. Companies must view the end of the buyer’s journey as the start of a new process that offers a new role for sales.
We’ve defined a four-phase post-sale process. Each phase has specific timing, triggers and responsibilities for sales:
An especially effective way to understand and prioritize customer engagement for sales and customer success alignment is through customer journey mapping. Documenting the customer’s moments of truth, gaps and positive elements throughout the journey enables organizations to drive purposeful post-sale customer engagement. Armed with this understanding, sales and customer success teams can develop and execute a differentiated customer experience that drives retention, renewal and growth.
Steve Silver is a Senior Research Director of Sales Operations Strategies at SiriusDecisions. Steve brings with him more than 20 years of executive-level experience spanning sales operations, sales and product marketing. Follow Steve on Twitter @jstevensilver.