Market to lead
Lead to opportunity
Opportunity to booking
Order to cash
Onboard to optimize
Issue to resolve
Renew / repurchase
Support to advocacy
Marketing strategy & planning
Segmentation and scoring
Lead capture and engagement
Lead matching and routing
Visitor/lead ID resolution
Account-based marketing
Marketing automation
Content marketing
Attribution and analytics
Event management
Source: Bain & Company
Commercial lifecycle
Specific gaps Insufficient definition; current setup does not support go-to-market motions
Opportunities for improvement Potential to improve current setup but “does its job”
Good health Efficient function enables effective go-to-market motions
Across lifecycle
Technology
Data
Pipeline management
Sales engagement and dialers
Prospecting data and tools
Opportunity management
Account planning
Pipeline to reps handoffs
Incentive compensation
Sales coaching
Documentation and signing
Pricing and quoting
Offer configuration
Guided selling
Subscription billing
Customer notification
Order status tracking
Order capture & validation
Training & learning
Customer value delivery services
Customer success planning
Customer intelligence/health
Config customer self-service
Subscription management & entitlements
Professional services/partner
Booking to install handoff
Eng/CS collab (bugs, product fix)
Customer feedback management
Escalation management
Technical support
Customer self-service support
Customer service (SLAs)
Content & knowledge management
Amendments & termination
Self service transactions
Renewals management
Market & competitive intelligence
Customer advisory & advocacy program
Product telemetry and consumption/usage
Activity tracking
Customer data model
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People and process
