Course Outline
Module 1: The Business Case for Alignment

• The high cost of departmental silos: wasted spend and poor experience

• Defining the shared North Star Metric: Customer Lifetime Value (CLV)

• Mapping the combined marketing & service customer journey

• Workshop: Identify and quantify friction points in the current handoff process

Module 2: Shared Metrics & Reporting

• Moving beyond lead volume: marketing measured on lead quality and eventual CLV

• Moving beyond resolution time: service measured on retention and feedback

• Designing a shared executive dashboard for the full customer lifecycle

• Lab: Draft a set of shared KPIs for marketing and service teams

Module 3: The Closed-Loop Feedback System

• Process for service to tag and report common customer complaints and requests

• Process for marketing to use service insights to adjust messaging and targeting

• Creating a "Voice of the Customer" program from service data

• Workshop: Design a feedback loop for product-related issues from service to marketing

Module 4: Process Integration in the CRM

• Technical setup: Creating shared dashboards, lists, and automation rules

• Designing lead handoff and scoring models that incorporate service data

• Process for service-to-sales handoff: identifying expansion opportunities

• Case Study: How a company integrated its service and marketing tech stacks

Module 5: Leading Cultural Change & Final Planning

• Overcoming internal resistance and fostering collaboration

• Designing joint meetings and shared goals for teams

• Creating a roadmap for ongoing integration efforts

• Final Project: Present a full integration plan for marketing and service, including first steps, metrics, and timeline.