The Underrated Power Couple: Customer Success and Marketing

While most companies are focused on aligning Customer Success and Sales, I’ve been quietly and intentionally building something even more powerful:

A partnership between Customer Success and Marketing.

And I say that as a former marketer.

This relationship is wildly underutilized in most organizations. But when it works? It’s a force multiplier. I’ve seen it firsthand.

Some of you reading this are probably already nodding your heads. You’ve been the ones advocating for Customer Marketing to roll up under CS. You’ve seen the missed opportunities, the disconnects, and the siloed strategies that cost companies growth.

But let me be clear:

That org chart shift shouldn't be the barrier.

I’ve had Customer Marketing sit under CS.

I’ve had it report into Marketing.

Both can work. The key isn’t where the function lives, it’s whether the leaders are aligned and the objectives are clear.

Because the secret to success isn’t in reporting structure.

It’s in the partnership.

When CS and Marketing Collaborate, Customers Win

There is no shortage of ways these teams can work together and the impact spans every stage of the customer journey.

Let’s break it down:

✅ Advocacy Programs

• Turn your happiest customers into your loudest champions.

  
  

• Case studies that spotlight outcomes

  
  

• Reference and referral programs that drive influence

  
  

• Voice of Customer initiatives that inform the business

✅ Product Marketing

• Bridge the gap between product innovation and customer adoption.

  
  

• Effective comms for new feature releases

  
  

• Strategic upsell and cross-sell campaigns

  
  

• Feedback loops that refine messaging and positioning

✅ Advisory Boards

• Give customers a seat at the table and listen.

  
  

• Customer Advisory Boards that shape roadmaps

  
  

• Product Advisory Boards that inform development

  
  

• Executive and Expert Councils that deepen relationships

✅ Customer Events

• Create community and connection beyond the QBR.

  
  

• Webinars and virtual roundtables

  
  

• Regional workshops and user conferences

  
  

• Thought leadership panels and product deep dives

✅ Market Intelligence

• Let CS be the eyes and ears on the front lines.

  
  

• Competitor insights shared directly from the field

  
  

• Trends spotted in customer behavior

  
  

• Messaging validation based on real conversations

Other Critical Collaboration Areas

• Persona refinement based on CS insights

  
  

• NPS storytelling to capture sentiment

  
  

• Win-back campaigns for churned accounts

  
  

• Co-created content that showcases real customer outcomes

  
  

• Strategic customer newsletters with real value

This Isn’t a Side Project — It’s a Growth Strategy

If you’re serious about retention, expansion, and customer-led growth, it’s time to stop treating Marketing like a post-sale pass-off.

Marketing needs to be your new best friend.

Not for vanity metrics.

Not for flashy campaigns.

But for real, measurable impact.

You don’t need a reorg to get started.

You just need intentional alignment and shared goals.

Because when Customer Success and Marketing show up together,

the customer sees it, feels it, and stays because of it.

Let’s build smarter. Let’s build together.