Customer Success vs. Sales

Sales and customer success play key roles in business growth, but they take different approaches. One focuses on winning new customers, while the other builds long-term relationships. Understanding how they work helps businesses create a seamless customer journey.

Customer success teams work after the sale. They help customers get value from the product and stay engaged. A customer success program helps in accumulating 91% ROI over a three-year period! So, their job is to make sure people don’t just buy but continue using the product and see results.

On the other hand, sales teams focus on finding leads, making deals, and increasing revenue. So, their work doesn’t end at selling; even 70% of sales reps agree with this fact. They work on closing new customers, hitting targets, and keeping the pipeline full. Their success depends on conversions, not retention.

Both teams contribute to business growth. Sales expand the customer base, while success teams drive retention and long-term value. Companies need both to create a strong foundation.

Key Similarities Between Customer Success and Sales

Though sales and customer success have different goals, for a company they serve the same objective. A strong connection between them helps businesses thrive.

• Customer-Centric Approach

Both teams put the customer first, but they do so in different ways. Sales teams focus on providing solutions to customer pain points since their role is to build trust and guide potential buyers toward making a purchase.

Customer success picks up where sales leave off. Once a deal closes, the goal shifts from acquisition to retention. Success teams work closely with customers to help them get the most value from the product. Their job is improving customer satisfaction, and strengthening long-term loyalty.

A seamless transition from sales to success helps businesses create a better experience, reducing churn and increasing satisfaction.

• Revenue Growth as a Shared Goal

Since sales teams focus on lead generation, negotiations, and closing deals, their expertise shares the revenue generation of the company. Customer success teams contribute by keeping customers engaged. A customer who is satisfied, is more likely to renew, upgrade, or refer others. Metrics like customer retention, upselling, and customer lifetime value measure their success.

A business that only focuses on new customers will struggle if existing customers leave. Customer success balances sales efforts by keeping revenue streams strong over time.

• Collaboration for Better Results

A lack of communication in business can lead to misled or unsupported customers. Sales teams set expectations for customers, while success teams deliver to them. Sharing insights also helps both teams perform better. Success teams can inform sales about customer needs, helping refine pitches. Sales teams can pass feedback that helps success teams improve retention. When both teams work together, customers get better service, and businesses see stronger growth.

Also Read: Understanding What is a Good Average Customer Retention Rate by Industry

Defining Characteristics of Customer Success

Success teams work closely with customers to guide them through onboarding, resolve challenges, and maximize their experience. Their goal is to prevent churn and increase customer loyalty.

If a business can make its customers feel engaged, it’s already on the way to success. And a strong relationship keeps customers engaged. So, customer success proactively reaches out and offers solutions before problems even escalate. This approach strengthens trust between the buyer and customer, which results in increased satisfaction. 76% of sales reps agreed that leadership can do wonders in the case of customer retention.

Key Metrics Used in Customer Success

Customer success isn’t just about keeping customers happy—it’s about measurable impact. Several key metrics track success:

• Net Promoter Score (NPS): Measures customer satisfaction and their likelihood of recommending the product. A high NPS means customers find real value.
• Customer Churn Rate: The percentage of customers who stop using the product over time. Lower churn means strong customer retention.
• Customer Lifetime Value (CLV): Predicts the total revenue a business can expect from a single customer. High CLV shows long-term loyalty.
• Customer Health Score: Evaluates engagement levels, product usage, and support interactions. A low score signals potential churn risks.

These metrics help businesses understand customer needs and adjust their strategies to improve customer retention. Stan Phelps, Public speaker says that —

“Customer experience isn’t an expense. Managing customer experience bolsters your brand.”  

Proactive Customer Engagement

Now, many get confused between customer success and customer support. Are they the same? No, a major difference between customer success and customer support is that success teams don’t wait for issues to arise. They anticipate challenges and offer solutions before problems occur.

For example, if data shows a customer isn’t using a product feature, the success team will actively try to solve the problem with training resources. This can prevent frustration for customers, which improves the user experience overall.

By staying ahead of customer needs, successful teams create lasting relationships. This reduces churn, boosts revenue, and strengthens the overall business.

Read More: Simple Guide to Customer Journey Optimization

Defining Characteristics of Sales

Sales teams focus on acquisition and revenue generation, as discussed earlier. Their goal is to turn leads into paying customers by identifying needs, presenting solutions, and closing deals. Look at what Mark Roberge, Senior Lecturer at Harvard Business School, mentions about sales —

“It’s no longer about interrupting, pitching, and closing. It is about listening, diagnosing, and prescribing.” 

Unlike customer success, which prioritizes retention, sales is centered around conversion and short-term growth. Though it might not seem important at first, we need to understand that this is the foundation of any business.

Sales professionals work at the beginning of the customer journey. They are the ones who identify potential buyers, nurture relationships, and persuade prospects to make a purchase. Their job is to demonstrate the value of a product or service and address objections.

Negotiation is a key part of the process. A strong sales team knows how to highlight benefits, handle concerns, and close deals efficiently. Their success is tied to meeting revenue targets and bringing in new business.

Key Metrics Used in Sales

Sales performance is measured through clear, goal-driven metrics:

• Win Rate: The percentage of closed deals compared to total opportunities. A higher win rate means better sales effectiveness.
• Sales Cycle Length: The average time taken to close a deal. A shorter cycle means a more efficient process.
• Quota Attainment: The percentage of a sales target achieved. This reflects how well a salesperson or team is performing.
• Customer Acquisition Cost (CAC): Measures the cost of acquiring a new customer. A lower CAC means higher profitability.

These metrics help businesses refine their sales strategies and improve conversion rates.

Transactional and Goal-Oriented Approach

Sales teams work toward immediate revenue goals. They will bring new customers, hit quotas, and maintain a healthy pipeline.

Once a deal is closed, sales typically hands off the customer to the success team. A seamless transition is important to avoid miscommunication or unmet expectations.

By focusing on clear targets and effective acquisition strategies, sales teams fuel business growth. Their work lays the foundation for customer success teams to step in and drive long-term value.

Also Read: Metrics and KPIs for Measuring Customer Retention

How Customer Success and Sales Work Together

Customer success and sales may have different roles, but their collaboration is essential for sustainable growth. A smooth transition from sales to success enhances customer experience, reduces churn, and increases revenue.

• Effective Handoff and Shared Customer Insights

The relationship between sales and customer success starts the moment a deal is closed. A strong handoff process ensures new customers receive the right guidance, preventing confusion or frustration.

Sales teams gather valuable insights during the sales process—customer pain points, goals, and expectations. Sharing this information with customer success helps create a personalized onboarding experience. When customers feel understood from day one, they are more likely to stay engaged.

• Collaboration on Upselling and Cross-Selling

Sales teams focus on acquiring new customers, but growth doesn’t stop there. Customer success plays a key role in upselling and cross-selling by identifying additional needs.

• Upselling: Encouraging customers to upgrade to a higher-tier product or service.
• Cross-selling: Recommending complementary products based on customer usage.

Since customer success teams build long-term relationships, they can recognize when a customer is ready for an upgrade or additional features. By working closely with sales, they can introduce these opportunities at the right time, increasing revenue without a hard sell.

• Aligning for a Better Customer Experience

Customers expect consistency. If sales overpromise and success can’t be delivered, it leads to dissatisfaction. Regular communication between both teams helps set realistic expectations and ensures a smooth experience.

By working together, sales and customer success can:

• Improve customer retention through better onboarding.
• Identify expansion opportunities without forcing unnecessary sales.
• Strengthen trust by delivering on promises made during the sales process.

When both teams align, customers feel supported, leading to higher satisfaction and long-term loyalty.

Conclusion

Customer success and sales may operate differently, but when they work together, businesses thrive. Without this collaboration, companies risk losing customers just as quickly as they acquire them.

A seamless handoff, shared insights, and aligned goals create a better experience for customers and drive sustainable growth. When both teams communicate effectively and leverage technology, they don’t just retain customers—they turn them into brand advocates.

To build a customer-first approach that strengthens both sales and success, businesses need the right tools and strategies. Activated Scale helps companies bridge the gap between acquisition and retention, ensuring a streamlined journey from first contact to long-term loyalty. Start Your Sales Rep Journey with Activated Scale.