#9-lifecycle-expansion
Thread
Hi <@U08D5AWBTEU> and @Rachel Ward - thanks for the feedback. I own customer growth (upsell/expansion), and I also own Lifecycle. I have one lifecycle marketer on my team, and they are responsible for the entire journey from acquisition all the way through expansion. For re-engagement (closed lost opps), my belief is that the DG (acquisition) or customer growth (upsell/expansion) team should own that with the XDR team. However, there is grey area based on legacy workflows, and I am trying to align on whether lifecycle should also own the following:
1. Tradeshow re-engagement - tradeshow badge scans that didn't convert get placed into a nurture. Engagement from nurtures gets sent to BDRs and lifecycle owns that outbound BDR sequence experience (we are warming up the leads and sending to BDRs vs completely cold outbound)
2. Working with SDR to optimize and test personalization on inbound sequences to help with conversion rates
I can see an argument on both sides...any thoughts?
Hi Elana,
• Yes, LC would own the sequence content and development in partnership with a BDR manager - so the former. They would not send on behalf of BDR. CTA for BDR outreach would be to book a call.
• I'm also leaning towards your POV that we would consult, but DG would work on the content and strategy to drive more conversions. LC here has the most experience with Outreach, which is why it keeps falling back on us 🙂
Thanks for your input. It is helpful to think/type through this with someone outside of the business!