In the evolving world of SaaS, customer marketing has transformed from a niche experiment to a critical strategic function. This shift mirrors the journey of up-and-coming athletes, such as players in the Overtime Elite league, who start small yet have the potential to redefine the game. Once a secondary focus within many organizations, customer marketing now drives significant growth and advocacy, proving that its value extends far beyond traditional definitions. Here’s a look at the journey of customer marketing, insights into leading a high-impact team, and the critical role of organizational advocacy.

The Early Days: A Strategic Experiment

In its early stages, customer marketing functioned as an experimental arm within companies, often seen as a side project with limited structure and resources. Different departments, from customer success to demand generation, would house customer marketing initiatives, each with varying expectations and priorities. Yet, this lack of rigidity offered unique opportunities. Without heavy oversight, early customer marketing teams had the creative freedom to test, learn, and build foundational programs that would eventually shape the function’s role in SaaS.

Gaining Momentum: The Shift to Strategic Growth

As the SaaS industry expanded, so did the potential of customer marketing. Organizations began recognizing that their customer bases were not only sources of retention revenue but could be powerful advocates who fueled new customer acquisition through referrals, testimonials, and peer-driven influence. Customer marketing strategies started to receive more attention from executive teams as leaders realized that cultivating strong customer relationships went hand-in-hand with sustainable growth.

With increased recognition came greater investment, allowing customer marketing teams to implement structured programs that encouraged customer engagement, advocacy, and expansion. This was the stage when customer marketing started stepping off the sidelines and onto the court, evolving from an experimental function into a vital growth driver.

The Importance of Building and Leading a High-Impact Team

Effective customer marketing requires more than just the right budget and tools; it demands a talented team that understands both the technical and relational sides of the business. Leading a successful customer marketing team involves not only attracting skilled marketers but also fostering a culture of continuous learning and adaptability. To truly maximize impact, teams should embrace collaboration with other departments, leveraging data from customer success, product, and sales to deliver programs that speak directly to customer needs and aspirations.

Additionally, aligning team efforts with the company’s larger business objectives ensures that customer marketing initiatives drive meaningful results. This approach helps customer marketing not just gain visibility within the organization but also earn its place as an essential contributor to growth.

The Case for Advocacy: Elevating the Function Within the Organization

As customer marketing continues to mature, advocating for its role and contributions within an organization becomes increasingly important. Customer marketers often have a unique perspective on the business’s customer base, providing insights that can guide product development, sales strategies, and customer success initiatives. Regularly showcasing the successes and impact of customer marketing programs—such as advocacy campaigns, case studies, and community engagement—can ensure the function receives the recognition and support it deserves from executive leadership.

By building a strong internal reputation, customer marketing can secure a seat at the strategic table, influencing decisions that shape the company’s long-term growth and direction.

Looking Forward: Customer Marketing as a Core Strategy

Today, customer marketing is an indispensable element in SaaS strategy. From fueling growth through customer advocacy to deepening customer relationships through personalized engagement, its role has become a cornerstone of sustainable success in the SaaS landscape. Organizations that continue to invest in and champion customer marketing will be best positioned to turn satisfied customers into loyal advocates, ultimately driving a cycle of growth and retention that benefits the entire business.

The evolution of customer marketing is a testament to the power of focusing on long-term relationships, and it’s only just beginning. As companies continue to innovate in customer-centric strategies, customer marketing is poised to keep playing a key role in shaping the future of Saas.