Gartner Research

Marketing’s Missed Opportunity: Your Customer Base

Focus on customer success to increase marketing impact

Analysts: Maria Marino, Christy Ferguson, Michael Maziarka

The Gartner 2020 Technology Marketing Benchmarks Survey shows 91% of C-level respondents are concerned or very concerned about customer churn caused by the economic disruption related to COVID-19, yet only 43% have increased resources toward customer retention and expansion.

Technology marketers should invest in supporting customer success just like they invest in supporting sales. Not making this shift is a missed opportunity for marketing to make a significant impact and, in turn, elevate its strategic role in the business.

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