How Do You Integrate Revenue Marketing with Customer Success?

Build a single customer record. Connect CRM, CS platforms, product analytics, billing, and support so “account,” “active seat,” and “contract value” mean the same thing everywhere. Lock a shared taxonomy and protect original source fields—then align attribution for expansion versus renewals (see multi-touch attribution and pipeline influence).

Map moments that matter in the post-sale journey: onboarding kickoff, first value, executive QBR, renewal, and advocacy. For each moment, document owners, SLAs, exit criteria, and the marketing assets required (in-app guides, webinars, benchmarks, ROI calculators). Use the same cadence and governance as your revenue council.

Design a transparent health score. Blend product usage, support signals, stakeholder engagement, and commercial risk. Weight recency and trend (improving vs. declining), not just levels. Publish Red/Amber/Green with explicit triggers for plays: red → save sequence; amber → adoption campaign; green → expansion exploration. Calibrate quarterly against churn cohorts.

Run lifecycle campaigns as co-owned plays. Adoption (activate dormant features), risk recovery (exec sponsor re-engagement), renewal (value recap & options), and expansion (adjacent product, tier upgrade, usage pack). Treat these like ABM waves—named accounts, buying-group roles, clear success metrics. Tie to your pipeline acceleration strategy so post-sale velocity is visible.

Report with board-safe metrics: NRR, GRR, expansion pipeline, renewal forecast accuracy, and payback (see ROI measurement and common KPIs). Separate renewal (retention) from expansion (new ARR) and disclose your lookbacks and qualification rules.

Turn customers into advocates. Stand up a reference program with clear eligibility (health ≥ threshold), curated use cases, and an asset catalog (quotes, reviews, case studies). Feed advocacy signals back into ABM and pre-sale messaging to raise win rates on similar ICPs.

Avoid common pitfalls: black-box health scoring, orphaned onboarding (no marketing support), renewal fire drills without a narrative of value, and “random acts of expansion.” The cure is boring—but powerful: one scorecard, one taxonomy, one governance cadence (see accountability).

Maturity markers: median time-to-first-value, % accounts with an engaged executive sponsor, share of base with active adoption campaigns, expansion pipeline as a % of ARR, and advocacy coverage by segment. Track these monthly and review in your revenue council to start/stop/scale the right plays.