Meet the Man in the Chair. He’s not your customer. He may not even know you exist. But he has a need, a problem to solve. And in that moment - before he’s clicked on your ad, visited your site, or called your sales team - his customer lifecycle has already begun. If you think that the customer lifecycle starts with a purchase, you’re already behind. You've lost him. Too many companies still define “customer lifecycle” as the point when cash changes hands. That's erroneous thinking. ...
