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Lead DevelopmentFACT · 4/5•11 Aug '26•Via https://martech.org/feed/

B2B Growth Extends Beyond Closed-Won

The article argues that post-sale experience determines retention, expansion, and advocacy in B2B businesses. It recommends a unified commercial system connecting marketing, sales, product, service, customer success, and RevOps to accelerate time-to-value and document measurable outcomes. The piece highlights AWS’s June 2026 Business Value Realization program as an example of a major vendor aligning partner funding to demonstrated customer results, and cites Gartner research on growing CMO accountability for retention and customer experience. The author urges lifecycle marketing, early wins in the first 30–90 days, and measurement tied to renewal, adoption, and expansion.

•AWS launched the Business Value Realization program in June 2026 to have partners define customer outcomes, guide adoption stages, and connect partner funding to demonstrated results.
•Gartner research cited that 68% of CMOs are accountable for retention and 77% for growth from existing customers, while only 36% hold ultimate accountability for the customer experience.
•MarTech is owned by Semrush (disclosed in the article).

Entities:Amazon Web Services (AWS)Gartner SEMrush

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