Retention & AdoptionBuilding the Digital Lifecycle Motion from the Customer Journey Up
The team inherited a post-sale experience without a mapped journey, no coordinated digital touch, and no structured way for Marketing to support adoption at scale.
Approach
We partnered with CS on a customer journey mapping exercise that gave the team a clear view of where the experience was working and where it wasn't. That clarity became the foundation for everything. Instead of building in every direction, we prioritized trial first and the team became the internal voice of the customer experience, translating what we learned into a coordinated digital motion across in-app notifications, feature sequencing, and personalized engagement. Every program that followed was a direct output of that journey work.
Outcomes
- →Trial program: 2.2× login likelihood, 13% conversion lift among engaged users
- →Enterprise ABM onboarding: 33% conversion rate vs. 8% baseline
- →Digital renewal program: 100% renewal rate maintained on at-risk accounts
- →Tech touch program running at scale and aligned across Marketing, CS, and the revenue org
- →NPS/CSAT survey program designed and executed. Structured questionnaire, closed-loop follow-through, results presented to executive stakeholders
What this means for you
If your post-sale motion relies entirely on CS relationships with no marketing infrastructure supporting adoption digitally. This is the gap our team filled. We started with the journey, not the campaign.
Finding the Right Customers to Grow With: A Cross-Functional Campaign Motion
At Anaplan, the growth opportunity was in the existing customer base, but there was no process for identifying which customers to engage, with what message, or how to coordinate across Solutions Marketing, Product, and the revenue organization around a shared goal.
Approach
Working cross-functionally without a dedicated team, I partnered with Solutions Marketing on segmentation and messaging, defined the data and personalization logic that made campaigns specific rather than generic, built a new process for customer-specific campaign execution, aligned and enabled the revenue organization, and partnered with Product to ensure the right features were highlighted for each segment at the right moment.
Outcomes
- →64% increase in customer engagement across lifecycle campaigns
- →124% uplift in new feature adoption among existing customers
- →35.6% increase in web engagement among targeted account segments
- →Exceeded pipeline contribution targets through coordinated journey touchpoints
- →Established a repeatable process for customer-specific campaign execution
What this means for you
If your customer campaigns are generic and your teams are working from different playbooks, the opportunity is in the alignment and the data. I know how to build the process that makes personalization possible at scale, even without a large team.
Building the Advocacy Engine: Infrastructure, Team, and Scale
When the team started at AlphaSense, there was no shared understanding of what customer marketing was or why advocacy mattered. No tech stack, no identification process, no way to show business impact. Building the program meant first building the case for it internally.
Approach
Started by establishing cross-functional alignment on what customer marketing meant at AlphaSense and why customer voice was a business priority. Built and led a team of three, developed the tech stack and identification process to recruit the right customers, enabled the team to build and execute programs, and enabled the broader organization on how to partner with customers. Built the reporting and attribution system that allowed the team to show impact and scale without losing relationship quality.
Outcomes
- →Customer speakers: scaled from 2 to 29 active advocates
- →750 global advocates enrolled. 200% above target across three regions
- →100% fulfillment of all advocacy and reference requests in 2025
- →1:6 ask-to-engagement conversion from recruiting the right customers, not the most willing
- →Peerbound AI proof library: 2 days → 30 seconds proof search, 2× sales engagement, 80% fewer reactive requests
- →Advocate accounts: 3.5× higher ARR, 92% monthly active usage vs. non-advocate baseline
What this means for you
Building advocacy isn't just running programs, it's getting the whole organization to value the customer relationship enough to invest in it. That's what made these numbers sustainable rather than one-time.
