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  • Writer's pictureJP WS

Should Marketing and Customer Success go hand in hand?

Customer success is all about making your customers happy with your service. Marketing is like your first impression on the Customer and you surely want that to be a positive one. When the aim of Marketing and Customer Success are aligned, you are sure to crack the happy customer code.




Marketing is responsible for creating awareness and generating interest in the company's products or services. It involves understanding the target audience, creating messaging that resonates with them, and promoting the brand across various channels.

On the other hand, Customer Success is responsible for ensuring that customers are satisfied with the company's products or services. It involves understanding the customers' needs, providing guidance and support.

When marketing and Customer Success work together, they can create a seamless customer journey that begins with attracting customers and ends with ensuring their ongoing success. Here are some specific reasons why marketing and Customer Success should be aligned:

  1. Shared understanding of customer needs: By working together, marketing and Customer Success can develop a deep understanding of customers' needs and preferences. This knowledge can inform marketing campaigns and messaging, as well as guide Customer Success teams in providing the right level of support.

  2. Better customer engagement: Marketing campaigns can help drive customer engagement, if they understand the customer better.

  3. Improved customer retention: Customer Success is essential for customer retention, but marketing can play a role too. If the image that marketing is building and the service that Customer success is providing matches then you will consistently have happy customers.

  4. Increased customer advocacy: When customers are satisfied with a company's products or services, they are more likely to become advocates for the brand. By working together, marketing and Customer Success can identify opportunities to showcase customer success stories and encourage advocacy.



Collaborating closely with marketing team and communicating a seamless brand image can really help Organization build a top class customer experience. By working together, these teams can create a seamless customer journey that leads to long-term success for both the customer and the company.

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