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Importance of Post-Sales Roles in B2B Success

A recent study conducted by ChurnZero, titled the Customer Revenue Leadership Study, sheds light on how businesses in the Software as a Service (SaaS) sector can improve their Net Revenue Retention (NRR) and Gross Revenue Retention (GRR). This sixth iteration of the annual report highlights a crucial shift in customer-driven growth strategies, focusing on roles, tools, and methodologies that can enhance revenue stability.

Key Findings from the 2025 Study

As the market has stabilized in 2025, the report indicates a plateauing of retention rates, offering a baseline for strategic planning. The survey garnered responses from 793 senior leaders in customer success and post-sales roles, providing valuable insights into effective practices in a competitive landscape.

1. Retention Rates Stabilized: Following a decline in NRR and GRR from 2022 to 2024, 2025 has seen these numbers level off, providing a clear starting point for companies to recalibrate their revenue strategies. This stabilization is seen as an opportunity for businesses to refine and re-engineer their operations for better performance.

2. Smoother Buying Cycles: The report notes an encouraging trend, with a reduction in teams experiencing lengthy buying cycles. Only 20% reported delays exceeding six months, down from 25%. The increasing number of teams indicating a return to 'normalcy' in their operations has risen to 37%. This thawing of buying cycles is essential for businesses aiming to improve their sales processes and customer acquisition efforts.

3. Engagement Tools Drive Performance: The presence of specific roles such as enablement managers, Customer Success Managers (CSMs), and account management teams has been correlated with higher NRR. Well-staffed teams not only improve customer experience but also enhance revenue generation capabilities by providing necessary support throughout the customer lifecycle.

4. Technology Integration: The strength of a company's tech stack plays a significant role in its performance. Tools such as Customer Relationship Management (CRM) systems, Customer Success Platforms (CSP), Learning Management Systems (LMS), and support software are linked to improved NRR. This indicates that investing in robust technology infrastructure can directly impact revenue and customer satisfaction.

5. AI Utilization in Growth Strategies: Although most teams are still at the early stages of AI implementation, the study emphasizes that leveraging AI tools effectively can lead to substantial improvements in customer engagement, forecasting, and overall business efficiency. Companies are encouraged to explore AI beyond mere productivity enhancements toward delivering substantial revenue impacts.

Recommendations for Future Growth

To capitalize on the stabilized market conditions, ChurnZero’s report provides essential recommendations that can help organizations restructure their customer success strategies:

• - Re-engineer Operations: Businesses should treat 2025 as a baseline year to rethink their operational models. By enhancing time-to-value, ensuring better adoption rates, and focusing on early risk detection, organizations can greatly improve revenue outcomes.

• - Invest in Customer Teams: Staffing customer-facing teams with the right roles is vital. The integration of CSMs, support personnel, and account managers affects retention positively, suggesting that businesses should prioritize building robust customer success frameworks.

• - Create a Data-Centric Environment: Building a tech stack that revolves around customer data can facilitate deeper insights into customer needs and behaviors, ultimately fostering greater loyalty and retention.

Looking Ahead

The year 2026 promises to be pivotal for B2B companies as they shift focus to actively engaging customer go-to-market teams. According to ChurnZero’s CEO, You Mon Tsang, success will depend on how companies leverage customer-centric policies, staff essential roles, and innovate their use of technology and data-driven insights.

In conclusion, as NRR becomes a critical metric for growth, organizations that adapt and invest in post-sales strategies will undoubtedly distinguish themselves in a competitive marketplace. For full insights and additional details, the report can be downloaded from ChurnZero’s website.

About ChurnZero

Founded in 2015, ChurnZero is dedicated to empowering customer success through comprehensive software solutions that blend AI, analytics, and automation to enhance customer relationships. With a remote-first approach, ChurnZero aims to equip businesses with tools necessary for navigating the complexities of customer engagement and retention.