Research Brief

The SiriusDecisions Customer Lifecycle Framework

Plan your B2B Marketing and Sales for customer loyalty, retention and growth.

In this research brief, you’ll learn:

  • When a B2B buying cycle ends, a new relationship begins – the customer lifecycle.
  • How Sales and Marketing must support this lifecycle in a systematic way to drive loyalty, retention and growth.
  • How each phase of the customer lifecycle needs to be viewed from two points of view: the customer’s experience and the company’s goals and responsibilities.

SiriusDecisions is the leading global B2B research and advisory firm. It delivers the actionable intelligence, transformative frameworks and expert guidance that equip executives to modernise and elevate sales, marketing and product performance.

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