What do I mean by marketing playing both halves? Is my sports mindedness coming through? Maybe! I tend to make comparisons to sports only because it’s easier to provide contexts. For the sake of illustration, in the context of marketing’s engagement with prospects and customers, assume that the first half covers all of the steps required to identify and convert prospects into customers. When marketing and sales people speak of the funnel and buying stages, it’s generally about first half focus and performance. The second half covers the rest of the story. That is, once a prospect becomes a customer, how do we as marketers engage with them? If we’re talking about a B2B customer, the halves are generally asymmetrical, where the second half is much longer than the first. Have you ever heard a marathoner say that the halfway point in a marathon is mile 20? The point is that the bulk of energy expended and the benefits accrued, happens after the customer buys. Yes, we have Customer Success organizations popping up, especially in Software as a Service (SaaS) companies, and many are quite capable and successful in reducing churn and providing great support when customers need it. But, I’d argue that in many, if not most companies, the role of marketing resembles a cameo appearance in the second half. We’re not seeing the developed customer advocacy that leads to even higher revenue growth and valuations.