#lifecycle
Thread
<@U04CZFD5QVB> I think 30/60/90 plans are entirely dependent on the existing program (or lack thereof). Does lifecycle already exist and you're taking it over or are you wanting to start from the ground up? Does the company send _any_ marketing emails right now (I hope so) and if so who does that today? What kind of team is in place? There are so many factors and that may be why there isn't a reply to your inquiry here. There just isn't a templated plan that applies to most use cases.
Thank you for this info, Val. I'm wanting to learn to start from the ground up. There is nothing in place right now and we only send customer newsletters/product releases. Your reply helps me understand all these variables, and so I appreciate you doing so. 🙂
We're actively building it right now at Freshworks. This is basically what we did in the first 90 days - a lot of it is prework to identify what's needed to Val's point
1. Take inventory of existing programs / gaps
2. Conduct customer research to identify friction points and understand what you're solving for e.g. churn, adoption, onramp to expansion
3. Create a proof of concept of what you can realistically accomplish chunked down in quarters and 1H/2H - leadership likes seeing things in 90 day increments if possible
4. Map out to your leaders what resources you need to get to your destination
5. Roll out your POC and iterate (we are in this stage right now)
Late to the party! But agreed with Kevin and Val. Although I was hired to do lifecycle marketing, I was given events after starting and it has consumed my first 6 months. We kicked off building out lifecycle at Absorb in Q2 and within the first 90 days we accomplished the following:
30 days:
1. leadership buy in (put together your proposed plan/timelines, objectives, internal teams and pitch to cross-functional leadership. You will need their buy in throughout the process to get internal bandwidth for workshopping, making changes for gaps you find outside your team's house, etc.)
2. Internal workshops/research
60 days:
1. Initial mapping (what does it look like today)
2. Internal/cross-functional validation and feedback
90 days:
1. Validation with customers from each stage (does your map match their experience)
2. Opportunities and recommended mapping
a. What should your map look like?
b. What are your top 3-5 opportunities and who owns executing them
Note: timeline depends on what else is on your plate and how complex your journey is. Ours is VERY complex so we didn't get to opportunities and recommended journey mapping in the first 90 days.
Happy to send you my journey mapping deck I presented to our CS leadership for buy-in. @Katlin Hess also led a session on this at CustomerXCon and I want to say she presented on customer mapping in one of the community meetups.
I shared a few documents with you in a personal chat in case those are helpful.