Introduction
Many companies like to call themselves a family, but the marketing team and the customer success team really are a family. We both deal with customers. We both provide content that explains our product (or helps customers solve problems) so they can understand how to use it. And we both provide support, even though we do it in different ways: The customer success team supports the actual product, while the marketing team supports our brand. Like any good family, we have our ups and downs—sometimes we argue or get frustrated with one another over who is “more important.” However, when we work together as a cohesive unit and collaborate well on projects that benefit us both, we are stronger than ever.
There is untapped potential in integrating a customer success team with the marketing team.
If you’re a marketer, then you probably think your customer success team is the best. You’ve been working with them to meet your own goals and objectives for years, so it’s only natural that you think they’re great. However, if you aren’t paying attention—or if you are paying attention but can’t see the forest for all of its trees—you may be missing out on some valuable insight into what customers really want from your company.
Customer success teams have access to information about how customers interact with products; what types of questions they have; what specific areas need improvement; etc. They also have access to this data in real-time as customers interact with your services/products (e.g., number of visitors per month). In contrast, marketing teams can only collect feedback from survey responses after a period of time has passed since the survey was sent out or collected data points from various channels (e.g., website analytics).
A key aspect of this collaboration can be to create content that will generate leads and drive awareness among existing customers, but also provide valuable information for potential customers.
This collaboration can be a good way to create content that will generate leads and drive awareness among existing customers, but also provide valuable information for potential customers.
This type of content can be useful for both the marketing team and the customer success team because it is beneficial for both groups. It provides value to your existing customers, which can help you keep them engaged in your product or service. It also provides value to potential customers by demonstrating the value of your products and services, helping them understand how they benefit from using it, which may lead them to become interested in buying from you.
The key here is that this type of collaboration should not only benefit one party over another; instead, it should try to do just what its name implies—collaborate with each other so everyone wins!
The customer success team has a better understanding of customer needs and the customer journey than the marketing team does.
The customer success team has a better understanding of customer needs and the customer journey than the marketing team does. At its core, customer success is about helping customers achieve their business goals and meet their objectives. As a result, they know more about what they need to succeed than anyone else in your organization—including you!
The marketing team has a better understanding of the customer journey. This includes everything from how customers are finding you (via search engine optimization [SEO], content marketing, advertising) to how they engage with your brand before becoming a lead or paying for your product/service (through social media channels).
The marketing team is better equipped to focus on the company’s brand standards, messaging, and design standards.
The marketing team is better equipped to focus on the company’s brand standards, messaging, and design standards. This is because they have a more detailed understanding of the company’s vision and mission than any other team member. In addition, most marketers have an eye for detail so that they can help ensure consistency across all channels.
Marketing is not always known for its ability to collaborate well with other teams.
Marketing is not always known for its ability to collaborate well with other teams. In fact, many marketing teams tend to be siloed and isolated from the rest of the company.
For example, if you’re in marketing and your goal is to increase sales of a product in a particular region of the world, there may not be any reason to collaborate with customer success or sales at all. You don’t think that they can help you do what you need to be done. You might even view them as an adversary because they could potentially take away from your desired outcome: increased sales in a particular region of the world (or whatever else).
Collaboration between marketing and customer support teams can be beneficial to both teams because they each bring unique skillsets to the table.
Collaborating with the Customer Success team can be beneficial to both teams because they each bring unique skillsets to the table. While marketing is not always known for its ability to collaborate well with other teams, customer support has a better understanding of customer needs and their journey through your product or service. Marketing is better equipped to focus on the company’s brand standards, messaging, and design standards.
Conclusion
The takeaway from this article is simple: collaboration works! When you have two teams working together, each with unique skills and perspectives, the benefits can be immense. In particular, marketing and customer success teams can collaborate to create content that is both useful for customers as well as valuable for potential customers. This type of content can help drive awareness about your company’s products or services while providing value for existing clients through resources such as educational articles or informative videos about how to use those products.
