Marketers must now own the complete journey of the customer lifecycle, not just think about cherry-picking touchpoints along the way. The end goal is no longer to simply convert a lead into a customer. It’s about maximizing the lifetime value of loyal customers who will come back again and again.
via Campaign Monitor
I don’t agree that marketers should own the entire lifecycle, but I do agree that marketing should be consulted and factored into the whole lifecycle.
Ditto for all the other departments and teams. Nobody owns the whole thing, but everyone is aware of it, and involved in shaping it.
For example, looking at this quote: “It’s about maximizing the lifetime value of loyal customers.”
What about customer satisfaction? NPS? Product performance? User success? Ignoring those other factors is detrimental to the LTV, but when you’re focusing on everything from a pure marketing perspective, you might not pick up on that.
There are areas of specialization and focus on the business or product side. But when you’re on the customer or user side, it’s all just one experience.
Tear down the silos.