This document discusses the importance of user adoption for customer engagement and realizing value from software. It outlines four phases of the customer life cycle: land, adopt, expand, and renew. Highly engaged customers with strong adoption reach business value faster, have higher satisfaction and loyalty, and are more likely to renew. The document then discusses emerging offerings around adoption services, such as adoption planning, consumption monitoring and optimization, and process consulting. It emphasizes that training alone is not enough for adoption and that contextual, in-application help is needed. Finally, it proposes tactics for driving adoption, such as customized onboarding, monitoring usage, and providing custom help services and technology.