{"id":2316,"date":"2024-09-10T10:00:00","date_gmt":"2024-09-10T10:00:00","guid":{"rendered":"http:\/\/138.197.200.24\/resources\/blog\/marketing-and-customer-success-collaboration\/"},"modified":"2026-08-06T10:21:55","modified_gmt":"2026-08-06T10:21:55","slug":"marketing-and-customer-success-collaboration","status":"publish","type":"blog","link":"https:\/\/www.smartkarrot.com\/resources\/blog\/marketing-and-customer-success-collaboration\/","title":{"rendered":"How Marketing and Customer Success Can Collaborate to Drive Business Growth"},"content":{"rendered":"<div id=\"blogcatcontent\" class=\"col-lg-8 ps-lg-4\">\n<p>If you read our blogs regularly, you know we often discuss collaboration between different departments. We have mentioned many times that customer success (CS) should not be siloed. But, through this blog, we want to elaborate on our point by examining the potential benefits of collaboration between your marketing and customer success teams.<\/p>\n<p>So, how can these two teams work together to drive business growth? In short, they can:<\/p>\n<ul class=\"wp-block-list\">\n<li>Exchange customer stories<\/li>\n<li>Organize events<\/li>\n<li>Expand existing customer accounts<\/li>\n<li>Pool customer information to drive strategy formation<\/li>\n<\/ul>\n<p>The benefits of both teams working together include:<\/p>\n<ul class=\"wp-block-list\">\n<li>Better brand positioning and expanded brand awareness<\/li>\n<li>Easier account-based marketing<\/li>\n<\/ul>\n<p>Different internal teams <em>can<\/em> work in siloes, but, ultimately they are all still working towards the same goals.<\/p>\n<p>The whole organization\u2019s objective is to serve its customers and win their <a href=\"\/resources\/blog\/customer-loyalty\/\">loyalty<\/a>, especially in a SaaS-based company. This is why customer success is an organization-wide strategy rather than a siloed function.<\/p>\n<h2 id=\"h-benefits-of-aligning-customer-success-and-marketing\" class=\"wp-block-heading\">Benefits of aligning customer success and marketing<\/h2>\n<p>When marketing and customer success teams are aligned, they <a href=\"https:\/\/www.smartplaybooks.io\/manufacturing\/1440-management-system-productivity-optimized-meetings\/\">produce significantly better results<\/a>. Below we cover a few of the benefits involved.<\/p>\n<h3 id=\"h-better-brand-positioning\" class=\"wp-block-heading\">Better brand positioning<\/h3>\n<p>Customer success helps marketing teams understand the features prospects need most. Customer success managers (CSMs) are more in touch with customers and better understand goals and challenges. Sharing their experiences, CS can help marketing understand what really clicks with the customers and how they evolve with the customer journey.<\/p>\n<p>Accordingly, the marketing team can build its strategy to reflect the core values of the brand and its customers. By keeping the customer in mind, their outreach stays on message.<\/p>\n<h3 id=\"h-finding-the-right-prospects\" class=\"wp-block-heading\">Finding the right prospects<\/h3>\n<p>If you win a new customer, you must ensure they stick with you until you recover the <a href=\"https:\/\/www.smartplaybooks.io\/use-case-optimizing-cost-of-quality\/\">cost<\/a> of acquiring them. According to one <a href=\"https:\/\/www.key.com\/businesses-institutions\/industry-expertise\/library-saas-resources.jsp\">survey<\/a>, only 11% of SaaS companies have a contract longer than three years. The rest all have shorter period contracts than that.<\/p>\n<p>Customer success teams help marketing teams find the right message that will click with long-term customers.<\/p>\n<p>This is where marketing teams get an opportunity to think from the perspective of the organization. Instead of reaching their targets of <a href=\"https:\/\/blog.hubspot.com\/sales\/sales-qualified-lead\">marketing qualified leads (MQLs) or sales qualified leads (SQLs<\/a>), they expand their vision to think from an organization\u2019s growth standpoint.<\/p>\n<h2 id=\"h-how-the-two-teams-can-work-together\" class=\"wp-block-heading\">How the two teams can work together<\/h2>\n<p>A primary goal of a marketing team is to <a href=\"https:\/\/www.uplead.com\/best-lead-providers\/\">attract and convert leads<\/a>. Whereas customer success teams are tasked with understanding customer needs and challenges in order to provide them with <a href=\"https:\/\/www.smartplaybooks.io\/manufacturing-consulting-playbooks-solution\/\">solutions<\/a>.<\/p>\n<p>To maximize the benefits of both teams, it is best to help them work together towards a larger objective. Below are a few tactics that can help the two teams collaborate effectively.<\/p>\n<h3 id=\"h-exchange-customer-stories\" class=\"wp-block-heading\">Exchange customer stories<\/h3>\n<p>Customer success managers should share their client\u2019s success stories with the marketing team. They have valuable customer insights to share with the marketing team. Marketing\u2019s goal should be to show prospects how the company\u2019s product would make the prospect\u2019s life easier.<\/p>\n<p>So, if they are able to share the stories of existing customers, it will resonate deeply with the prospects. This way, they will be more confident in buying your product. Plus, those success stories are case study gold for marketing.<\/p>\n<h3 id=\"h-organize-events\" class=\"wp-block-heading\">Organize events<\/h3>\n<p>When the four key groups meet up, magic happens. These four key groups are customer success, marketing, existing customers and prospects. Organizing events like annual conferences or short online events like webinars, are great opportunities for these groups to interact with each other.<\/p>\n<p>There\u2019s nothing more effective in winning new customers than letting prospects interact directly with successful existing customers. These events should deliver valuable industry insights to everyone involved.<\/p>\n<p>Marketers can get worthwhile insights by interacting with existing customers. The customer success team would be in a better position to help marketing teams when they listen to their prospects. Everyone wins with an event like this.<\/p>\n<h3 id=\"h-expanding-existing-customer-accounts\" class=\"wp-block-heading\">Expanding existing customer accounts<\/h3>\n<p>Customer success teams can leverage marketing expertise in communicating new offers to their existing customers. These offers can be in the form of upselling or cross-selling related products. The marketing team can help them produce the right collateral, which CS teams can present to customers.<\/p>\n<p>They can also help create customer segments for various account expansion activities. These customer segments can be based on their demographic details, market-size, or stages in the customer journey.<\/p>\n<p>Through the right marketing strategies, the customer success team can expand business in the customers\u2019 territories.<\/p>\n<h3 id=\"h-easier-account-based-marketing\" class=\"wp-block-heading\">Easier account-based marketing<\/h3>\n<p>This is a very specific example of marketing and CS teams working together. By targeting only a limited number of high-value customers, both teams can create a solid <a href=\"\/resources\/blog\/account-based-marketing\/\">account-based marketing<\/a> strategy.<\/p>\n<p>The customer success team can give an in-depth analysis of these customers\u2019 challenges and their pain-points. Then marketing can communicate how their product is the best solution for their needs.<\/p>\n<p>This information is translated into engaging marketing content that they can send to these customers. The results are often in favor of the company if executed flawlessly.<\/p>\n<h2 id=\"h-customer-centric-marketing-is-the-new-trend\" class=\"wp-block-heading\">Customer-centric marketing is the new trend<\/h2>\n<p>With more companies aligning their strategies to become customer-centric, the marketing function is not left untouched. Marketing has evolved in the past few years to become more customer-focused than ever.<\/p>\n<p>Any marketing <a href=\"https:\/\/www.insightly.com\/blog\/2020\/08\/intuition-vs-data-in-business\/\">strategy based on data rather than intuition<\/a> is more likely to succeed. Below are a few customer-centered marketing strategies you can start using today.<\/p>\n<h3 id=\"h-inbound-marketing\" class=\"wp-block-heading\">Inbound marketing<\/h3>\n<p><a href=\"https:\/\/neilpatel.com\/blog\/22-inbound-marketing-strategies-startup-needs-start-using-today\/\">Inbound marketing<\/a> has changed marketing significantly over the past few years. Marketers realize it\u2019s no longer effective to interrupt a customer during working hours to talk about a new product.<\/p>\n<p>Customers look for information in multiple places and brands must provide relevant knowledge across all channels. This is a slow and meticulous process that takes time to produce results. This is more aligned with what customers need and generates a better <a href=\"\/resources\/blog\/what-is-customer-experience\/\">customer experience<\/a>.<\/p>\n<h3 id=\"h-understanding-the-customer-journey\" class=\"wp-block-heading\">Understanding the customer journey<\/h3>\n<p>By understanding the customer journey, marketing can formulate better outreach campaigns.<\/p>\n<p>Sending educational content to top-of-funnel prospects and product-specific materials to those at the bottom of the sales funnel works best.<\/p>\n<p>The better marketing teams understand the customer\u2019s mindset, the better marketing campaigns they are able to produce.<\/p>\n<h2 id=\"h-final-take\" class=\"wp-block-heading\">Final take<\/h2>\n<p>As customers have evolved to better filter out brands from all the available options, companies have evolved too. Brands don\u2019t want unqualified prospects to buy their products and soon become dissatisfied. They need qualified prospects who are the best fit for their products and services.<\/p>\n<p>Doing business in the SaaS space has become a match-making effort. Both parties should suit each other to reap better and longer-term benefits.<\/p>\n<p>When customer success and marketing collaborate, they generate customers who are a better fit. Customers also get the privilege to know the brand from their own perspective rather than through that of the business.<\/p>\n<p>Many benefits are generated when the goals of customer success are aligned with those of marketing.<\/p>\n<p>The company increases new customer acquisition rates, grows revenue, enjoys higher customer satisfaction and retention rates, and increases <a href=\"\/resources\/blog\/customer-lifetime-value\/\">customer lifetime value<\/a>. Isn\u2019t that what every SaaS company wants?<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Marketing and customer success can collaborate to produce amazing results and drive significant revenue growth. Want to learn how? Read on!<\/p>\n","protected":false},"author":2,"featured_media":0,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"","_yoast_wpseo_title":"How Marketing and Customer Success Drive Growth | SmartKarrot Blog","_yoast_wpseo_metadesc":"Marketing and customer success can collaborate to produce amazing results and drive significant revenue growth. Want to learn how? 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