End-to-End Excellence: Optimised Lifecycle Management

The days of senior marketers being “big ideas”, creative-oriented leaders are long gone.

The modern customer lifecycle is complex and demands that leaders be data-driven and have the ability to navigate this complexity and deliver personalised, consistent experiences across a growing number of interaction points, all while simultaneously proving the ROI of their efforts.

In this context, the need for effective and optimised customer lifecycle management is far more than just beneficial - it’s absolutely essential.

The Challenge

Typically and most simply, B2B companies try to ensure that customers are happy with an interaction when they connect with a brand or product through customer service, sales staff, or via marketing materials. But a siloed focus on these individual touchpoints misses the bigger (and much more important) picture: the end-to-end experience.  
 
Today’s marketplace is multi-channel, multi-touchpoint, hypercompetitive and always-on, with the list of potential customer interaction points growing constantly - new channels, new devices, new applications - all demanding a personalised, consistent service and experience.  
 
This dual pressure of performance and complexity presents major challenges and pain points for senior marketers to contend with, not least of which include: 

• Data Fragmentation and Siloing 

• Incomplete Reporting 

• Disjointed and Missing Customer Journeys 

• Personalisation and Consistency Issues 

For many of our clients, these challenges all stem from their inability to gain a unified view of the customer journey. A 2022 Gartner study found that only 14% of organisations have achieved a 360-view of their customer.  
 
Without a true understanding of the movement of individuals through the lifecycle, the ability to address any of these issues or optimise marketing activities becomes almost impossible.  

The traditional approach to tracking journeys typically spans online, offline, physical and digital paths and channels, making it nigh-on impossible to report on within a single view. Marketing teams find themselves limited to a single customer lifecycle, which lacks support for multiple products or business unit-specific variants that provide a much more realistic view on diverse sales and marketing objectives.  
 
The result: multiple, totally disconnected report types with ever-more convoluted filters, littered with gaps and blind spots on insights. The end-to-end experience gets lost completely.  

The Solution

Robust lifecycle management that innovates by making the complex, simple: 

• Complete End-to-End Lifecycle Insight:
  Through the creation of a single point of capture and tracking that links all relevant data points in the CRM - from initial contact right the way through to conversion and beyond - we’re able to provide our clients with a complete and unified view of the end-to-end customer lifecycle.
  

• Dynamic Tracking:
  Our solutions allow for the tracking of customer progression through multiple products and business unit lifecycles concurrently. This enables far greater flexibility and provides far more realistic insight into specific product, business or marketing objectives. 
  

• Unified and Streamlined Reporting:
  We eliminate the need for convoluted filters and multiple disjointed report types riddled with blind spots by capturing and tracking the entire lifecycle in a single object within the CRM. Our clients can easily generate actionable insight into the specifics of funnel performance and customer behaviour in a single report type.
  

The Outcomes

The business outcomes extend way beyond mere data organisation. By transforming complex, fragmented customer journeys into cohesive, easily navigable frameworks, our clients are able to not only streamline their internal processes, but drive tangible improvements in customer engagement, conversion rates, and strategic decision-making. 

• Enhanced Customer Journey Understanding: Gain effective insights into how individuals progress through lifecycle stages, providing a clear and holistic view of customer journeys and key touchpoints.  

• Enhanced Go-To-Market Strategy Visibility: Track and report on multiple individual funnels concurrently to better reflect the true go-to-market strategy of your organisation. 
  

• Improved Marketing Strategy Impact: Understand the overall impact of marketing strategies across the entire customer lifecycle and optimise campaigns based on insights into customer behaviours and preferences. 
  

• Unified Reporting and Insights: Consolidate data from multiple lifecycle stages into a single view, eliminating disjointed reports and convoluted filters for accurate analysis and decision-making. 
  

• Facilitated Business Unit Specificity: Support multiple product- or business unit-specific variants within Salesforce, aligning with diverse sales and marketing objectives. 
  

• Streamlined and Reliable Reporting: Ensure a high level of trust and reliability in insights by streamlining and eliminating gaps in reporting on funnel performance and influence. 

Unlocking Value

The role of senior marketers, and indeed the role of the marketing function as a whole has completely changed over the last decade.

Every interaction and touchpoint presents a potential turning point that demands cohesion and perfect orchestration to ensure consistency and personalisation at every moment in the journey.  
 
We understand this shift and provide solutions that not only address the most immediate challenges faced by senior leaders and their teams today, but anticipate the future demands of the marketplaces in which they operate.  
 
Our lifecycle management solutions are comprehensive and empower the business we work with to deliver personalised, consistent experiences across all of their channels, ensuring that customer journeys are not just managed but optimised.  
 
As the marketing landscape continues to evolve, effective end-to-end lifecycle management is not just an advantage - it’s a strategic necessity for those businesses looking to thrive in a hyper-competitive, always-on world.

To learn more about our approach or to discuss how our capabilities can help you and your team, get in touch with our Sales Director Mike Brothers - we’d love to hear from you.