Creating Sales and Customer Success Alignment

Last Updated May 21st, 2021

Ethan Beute, BombBomb, Chief Evangelist, The Customer Experience Podcast, sales and marketing, sales and customer success, alignment, aligning, coordination, operations

Listen to “140. Creating Sales and Customer Success Alignment w/ Ethan Beute” on Spreaker.

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Marketing, sales, customer success, product, development, executives — every team sees the customer a little bit differently. Each team’s different goals, measures, and metrics can create an inconsistent experience for customers if we aren’t focused on creating alignment.

There’s plenty of talk about sales and marketing alignment, but two teams that aren’t mentioned enough in this context are sales and customer success (CS). Let’s dive into why that’s problematic and what to do about it.

As a podcast host, one of the things I most appreciate is the opportunity to learn from my guests. In this episode, I mention many guests who have informed and influenced my perspective on the topic, including Leah Chaney, Chris Hicken, Logan Lyles, Darryl Praill, Sarah Toms, and Dan Tyre. I like to share what I’ve learned and offer food for thought, especially about how to promote alignment, holism, and conversations across our internal relationships. All for the benefit of our customers.

I’m Ethan Beute, Chief Evangelist at BombBomb, host of The Customer Experience Podcast, and co-author of Rehumanize Your Business. Join me to hear some strategies for promoting alignment between CS and sales.

Here are some takeaways from this episode…

How marketing affects CS
How to make sales to customer success handoffs better
What CS can teach sales and what sales can teach CS
How to align presale and postsale for customer retention
Why the success leader is the conduit between the company and the customer

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Creating Sales and Customer Success Alignment

Please give this one a listen and reach out to me with feedback! You can listen with the player embedded right here.

Listen to “140. Creating Sales and Customer Success Alignment w/ Ethan Beute” on Spreaker.

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Video Highlights: Creating Sales and Customer Success Alignment

Check out a couple of video highlights mentioned in this episode…


1. Logan Lyles on Sales/CS Alignment



2. Chris Hicken on CS and GTM Strategy


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Ethan Beute | About The Author

Chief Evangelist at BombBomb, host of The Customer Experience Podcast, and Wall Street Journal bestselling co-author of Human-Centered Communication and Rehumanize Your Business, Ethan Beute collects and tells stories of clearer communication, human connection, and higher conversion through simple, personal video messages. BA: University of Michigan. MBA: University of Colorado-Colorado Springs.

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