How do all these people create value for customers?
It’s one of the core questions that I have spent my career helping B2B companies answer as they look upon the numerous teams, processes and systems sprawled across their business attempting to acquire, retain and expand their customers.
“How do we deliver and verify that customer outcome?“
“How do Professional Services and Customer Success combine to drive successful customer onboarding?“
“What do my CSMs, AEs and Renewal Reps all do when an account risk is identified?
These are all examples of customer lifecycle design questions.
In B2B recurring revenue companies, forward-thinking CCOs/CROs and their leadership teams are seeking answers to these types of questions. They’re looking to their CS/CX/Rev Strategy & Ops teams to answer them.
They then want the answers improved.
Their goal is to have cutting-edge customer lifecycle designs that result in efficient and scalable, revenue acquisition, retention and expansion.
It’s no different to these same companies needing product designs that create value for customers in order to succeed as a recurring revenue business. The CTOs and CPOs of these companies are asking:
“Why does the product do this? Does that product feature create value? What features should we build next? Will that functionality stop working if we change this?”
To answer these questions, product and engineering teams have adopted purpose-built software for product roadmapping and product design. For example, Jira, Productboard and Aha.
Yet, there is no purpose-built software for B2B companies to roadmap and design their customer lifecycles.
Why Legacy Tools Don’t Work For B2B Customer Lifecycle Design
Is this because tools like Miro, Visio, PowerPoint/Google Slides, Lucidchart and Mural provide CCOs, CROs and their teams with the capabilities they need?
As the Founder of Valuize, a company that has worked with many of the fastest growing and largest B2B technology companies on the planet to improve their customer lifecycle designs, I can tell you the answer is ‘No’!
The use of these generic tools result in siloed, hard to read, over-simplified, outdated and inaccurate slide decks, spreadsheets, process diagrams, and journey maps.
How many meetings have you been in where a question is asked about what happens at a certain stage of the customer lifecycle and the only documented answer is an out-of-date slide deck buried on a shared drive?
With these non-purpose built tools, customer lifecycle design is ineffective, slow, expensive and hard in every B2B company.
Why? Three major reasons:
- None of these tools enable the planning, prioritization and governance of customer lifecycle design Roadmaps across teams.
- None of these tools provide an interactive and easy way to document, visualize, iterate and collaborate on the numerous and complex details that exist in a B2B customer lifecycle Design.
- None of these tools enable Intelligence from systems of action such as CRMs and Customer Success Platforms to be integrated and trigger customer lifecycle design improvement opportunities.
In an economy where customer lifecycle design is as critical as product design, it’s time to solve these problems.
Meet Valueflow
This is why we’ve built Valueflow. The world’s first purpose-built intelligent design platform for B2B companies seeking to build customer lifecycles that drive efficient and scalable recurring revenue.
ValueFlow revolutionizes how you can intelligently roadmap and design a cross-functional approach to delivering customer outcomes and sustainable recurring revenue. We’ve built ValueFlow from the ground up to simplify and streamline the complexity of B2B customer lifecycle design.
If you are interested in learning more and sharing your ideas and feedback on the future of customer lifecycle design, I would love to chat!
Come join the customer lifecycle design revolution.
Ross
