BtoB

Mastering the Customer Success Cycle

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Writing in the Illuminating the Future blog, Britton Manasco rethinks the sales/marketing dynamic, suggesting that misalignment between the groups will not end until the relationship is restructured fundamentally. "Right now, we are extraordinarily focused on the transaction itself – where money changes hands. That’s where the conventional funnel ends. If I’m in sales or marketing and my mental model is the standard funnel, then it implies that’s where my responsibility ends."
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