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Research Report

Customer Success and Product Management Collaboration

With the rise of recurring revenue models in B2B comes the rise of customer success’ role in helping customers realize value from their technology purchases.

Once its role is established and operationalized, the question then becomes: “How can a company’s product management and customer success organizations effectively collaborate for the benefit of the customer and for business growth?”

While a Google search of “customer success and product management collaboration” yields 106 million results, it produces little more than tips and anecdotes. This topic is becoming increasingly popular as the business growth dependency on it increases. Hard data and actionable steps are needed, which is why TSIA has researched this interdependent relationship across the industry.

TSIA identified the best practices that companies are using for an effective product management–customer success handshake, with “effective” defined as a correlation between increased product adoption and revenue growth.


Authored By:

Laura Fay

Vice President and Managing Director, Offers Research and Advisory, TSIA

Stephen Fulkerson

Vice President, Customer Success Research, TSIA

Publish Date: September 19, 2022

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