Your Customer’s Experience is as good as the weakness link in their interactions with your company. One bad interaction with one poorly trained team member can change how a customer perceives a business.
This is why Marketing is so interconnected to Sales, Product and CS.
If you bring in a good fit, qualified prospect from demand gen efforts, it is your responsibility as a marketer to ensure that other functions are delivering a great experience to that customer.
That is not to say that you need to own those efforts.
It’s more to say that Marketing’s accountability extends beyond bringing in the lead and washing its hands clean.
Even if the leads are converting at a high rate, CX improvements can be huge growth levers for businesses because they drive loyalty, retention, expansion and referrals.
As stewards of the business, Marketers need to think more about loyalty, retention, expansion and referrals.
That’s how you connect Marketing to the bigger picture of the overall business.
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