Eran
Forum Replies Created
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319
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Hi Gary, excellent question. Ultimately, Customer-Led-Growth should be measured by revenue impact. It can be the impact of advocacy programs on new customer acquisition, or the impact of customer lifecycle marketing programs on retention, upsell, and expansion. The latter is what I focus on in my course. You can see details about the suggested KPIs in Lesson #6 and a deeper dive into a revenue data model in the following lesson. There is also a spreadsheet template to go with these lessons here – https://docs.google.com/spreadsheets/d/12I9804Ns54TJG_756jec2TV-3Xa9PeL7IzVMWJJSlqU/edit#gid=1622498246.
Happy to chat more about it and get your thoughts!
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319
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Hi Jeff, I’ve been hearing this question as well since there are no standard definitions and some of the terms used overlap. From what I am mostly seeing, Customer Lifecycle Marketing is charged with increasing adoption, retention and expansion. It’s a growth function supporting the Account Managers and/or Customer Success Managers. In some organizations it also covers pre-sale, so essentially the entire customer lifecycle from top of the funnel to closing the deal through retention and expansion (also referred to as the bow tie funnel). Customer marketing is less well defined. Some customer marketers are focused entirely on advocacy, some cover community, and some cover parts or all aspects of customer lifecycle marketing. So it definitely can get confusing… That’s at least what I’m seeing, but there could be other observations out there.