A client recently asked me to build a marketing enablement plan to support their newly formed Customer Success (CS) team.

Great idea in theory. But then I asked their VP of Marketing a loaded question:

“Is it really marketing’s job to support the middle and bottom of the funnel?”

Her answer? Absolutely.

And I absolutely agree with her, but that answer isn’t always so straightforward.

Many marketing teams would say their job is hard enough— build awareness, drive top-of-funnel demand, deliver MQLs. That alone is a full plate.

Now we’re talking about supporting renewals, retention, and post-sale engagement? Isn’t that Sales or Customer Success (CS) territory?

Well… not entirely.

In a digital-first world, the customer journey doesn’t end after a lead is handed off. Marketing often owns the tools, the messaging, the segmentation that power the entire funnel. And when digital marketing is done right, it naturally provides air cover for sales and CS teams.

If marketing owns customer experience, then marketing also has influence (if not ownership) from first touch to long-term loyalty.

So the real question becomes: Who owns the customer journey from start to finish?

That answer varies. It depends on team structure, roles and responsibilities across Sales, Marketing, and Product — and yes, even internal politics. (Let’s be real for a moment: we’ve seen marketing responsibilities slide over to sales… or vice versa, just to keep the peace.)

Here’s my litmus test for whether marketing should be involved:

• Are they running email or paid campaigns?
• Are they using ABM tactics for upsells or renewals?
• Are they tapping into the same tools and channels marketing owns?

If you answered yes to any of these, then Marketing needs to be involved—at minimum to guide, ideally to collaborate. Marketing can offer expertise and knowledge transfer, even if you don’t own it.

Because the last thing you want is overlapping campaigns, mismatched messaging, or a disjointed customer experience.

So, what does this mean for you?

Here’s the approach I recommend:

• Review the Customer Success strategy and dashboard – talk to them to understand their OKRs that tie to business goals.
• Align KPIs – make sure your plans complement each other, not compete.
• Map out the timing, channels, and audiences for targeted renewal and upsell campaigns – you don’t have to run them, but you do need to be aware.
• Offer help on their key CS initiatives, especially in areas where you have expertise, tools, and processes.
• Support segmentation work – renewal and upsell account segmentation will likely differ based on factors like contract terms, product usage, customer tier, and engagement history.
• Clarify ownership – customer success may take the lead, but it’s essential that you weigh in with a marketing perspective and guidance.

It’s not about stepping on toes. It’s about co-creating a seamless customer journey.

At the end of the day, this isn’t about Marketing or CS.

It’s about your customers and delivering an experience that keeps them engaged and coming back for more.

If you’re building out your own marketing CS alignment or need help creating an enablement plan, I’m happy to work together.

Just. Hit. Reply.

Cheers,

Pam