A story told with statistics. Why it is so important for marketing, sales and customer service teams to align and work together to support the entire end-to-end customer lifecycle. www.enablementgroup.com

1. The Importance of
Supporting the End-
to-end Customer
Lifecycle
April 2016

2. Customer Lifecycle
Engaged and Ready to
Listen, Ready to Buy
Acquisition
“Mr. Right Now”“Mr. Right”
Right Profile, Ready to
Learn, Not Ready to Buy
Customer Journey
Nurture Retention
Current customer: Value,
ROI and Exceptional Service
“Mr. Customer”
Capture more qualified
leads, increase customer
spend, establish value early
Decrease cost of sales,
increase margin
Maximize profitability and
accelerate company growth

3. Misalignment costs b2b
companies 10% per year
Aligned organizations experience
average of 31.6% YoY revenue
growth
Importance of Alignment
= $1Trillion in
lost
opportunities
That kind of
growth would
take a $100M
business to
$370M in 5
years!

4. Did you know nurtured leads
make 47% larger purchases than
non-nurtured leads?
Content Marketing generates 3x as
many leads as traditional outbound
marketing but costs 60% less.
Building Trust with Mr. Right

5. Nearly 57% of B2B customers feel
that their sales teams are not
prepared.
Only 13% of customers believe a
sales person can understand their
needs.
Tools for Success in Sales
v
s
Prepared
Not
Prepared
?
“This is how I can help
you with your need or
challenge and give you
the best outcome at the
lowest risk.”
“Let me tell you about
the latest speeds and
feeds from my product
line.”

6. Over 80% of sales teams spend less
than a week or “wing it” when
preparing for a pitch.
65% of a salesperson’s time is
spent not selling.
Support During Crunch Time
Where is this
time best
spent?
Building content
Writing RFPs
Formatting text
Searching for materials
With customers
The average sales
cycle can range
from 3-18 months,
is such little prep
acceptable?

7. The cost of customer acquisition is
typically at least 3x customer
retention costs.
After 5yrs a company w/ -2.5%
customer churn is nearly 3x a
company w/ 2.5% churn.
Retention is the Growth Multiplier
Year 5
3X

8. Thank
you!
www.enablementgroup.com
Twitter: @Kelley_Curtin
CEO & Founder of Enablement Group
Seattle • Calgary • Denver