#customer acquisition

The buying process has six stages that people go through before any purchase. Research by 6sense shows 70 to 90 percent of this process happens before a buyer ever talks to a seller. Philip Kotler popularized this framework, and each stage requires a different marketing and sales strategy to move prospects forward.

Buyer success means the people who pay you achieve their desired outcome through every interaction with your company. Jason Lemkin of SaaStr estimates 90 percent of revenue lives in the post-sale relationship. It is proactive and requires careful process design.