What are some shared KPIs for Customer Success and Customer Marketing?

Focus on metrics that reflect post-sale success: Net Revenue Retention (NRR), customer lifetime value (CLV), product adoption rate, and the number of customer-led activities (references, reviews, etc.).

How can CSMs and Customer Marketers collaborate on QBRs?

Customer Marketing can provide CSMs with relevant case studies, benchmarks, and community content to share during Quarterly Business Reviews, making the conversations more valuable for the customer.

Who should own the relationship with a customer advocate?

It's a partnership. The CSM typically owns the day-to-day commercial and product relationship, whilst the Customer Marketing Manager owns the 'advocacy' relationship, managing requests and ensuring the advocate gets value from participating.

A Playbook for Customer Marketing and Success Alignment

Stop working in silos. Here’s a practical playbook for B2B SaaS Customer Marketing and Customer Success teams to align their goals, rituals, and workflows.

Published: 3 June 2026
Topics: customer marketing, customer success, customer retention, saas, customer advocacy

Customer Marketing and Success alignment is the strategic integration of both teams around shared goals, data, and customer-facing activities to drive retention and expansion. This means moving beyond siloed functions to create a seamless post-sale experience, where Success's deep customer insight informs Marketing's scalable programmes, and vice versa, leading to better business outcomes and happier customers.

Your Customer Success Managers (CSMs) are drowning in one-to-one conversations. Your marketing team is blasting generic emails into the void. Sound familiar? This isn't just inefficient; it's actively harming your customer relationships and leaving money on the table.

By Francisco Opazo · Reviewed by the Led by Community editorial team

What is Customer Marketing and Success Alignment?

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