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Research Report

The Defining Role of Customer Success in Lead Generation

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Companies trying to scale their revenue growth are constantly looking for ways to generate more qualified leads in a cost-effective manner. In terms of expansion opportunities within their existing customer base, they are looking to get those leads converted to qualified opportunities and ultimately close the resulting opportunities as quickly as possible. The faster an expansion opportunity closes, the sooner you can achieve your revenue goals.


In order to drive more expansion revenue to closure, companies are having their customer success teams identify, qualify, and (in some cases) close those expansion opportunities. As we thought about the best way to structure an expansion playbook and execute those expansion plays, we conducted research to identify how companies are utilizing customer success teams to drive expansion revenue while still helping their customers achieve successful business outcomes.

Authored By:

Marc Troyan

Director, Customer Success Research, TSIA

Publish Date: July 29, 2022

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