Sales & CX: The Collaborative Kings
For too long, Sales and Customer Experience (CX) have operated in silos – one focused on closing deals, the other on keeping customers happy post-sale when the product or service has been received or used. But here’s the truth: Sales and CX are not separate functions – they are two sides of the same coin. They are the power couple that drives sustainable growth.
A company that prioritizes Sales over CX risks losing customers as quickly as they acquire them.
A company that prioritizes CX over Sales might create great experiences but struggle with growth.
To drive sustainable business success, Sales and CX must work together, aligning goals, processes, and customer touchpoints. When they do, companies see higher revenue, increased retention, and stronger brand advocacy.
Let’s explore why this partnership matters – and how businesses can make it work.
Why Sales and CX Can’t Operate in Silos
The Old Way: A Disconnected Customer Journey
Traditionally, sales teams are responsible for acquiring new customers, while CX teams step in after the deal is closed. This handoff often creates gaps in the customer experience, leading to frustration and churn.
Common breakdowns in the traditional model include:
❌ Overpromised, Underdelivered Expectations – Sales reps eager to close deals may oversell features or benefits, leaving CX teams to manage disappointed customers.
❌ Lack of Post-Sale Engagement – Sales moves on to the next deal, while CX tries to build a relationship from scratch, missing opportunities for expansion or referrals.
❌ Customer Churn Due to Misalignment – Without clear communication between Sales and CX, customers feel neglected, leading to higher churn rates and lost revenue.
Research shows that 86% of buyers are willing to pay more for a great customer experience – but 76% will switch brands after just one bad experience. (PwC)
Why CX-Driven Sales Leads to Higher Revenue
When Sales and CX teams work together, businesses create a more cohesive, customer-centric approach that fuels long-term growth.
- Higher Customer Retention and Renewals
A smooth transition from Sales to CX ensures customers get immediate value from their purchase. Instead of treating the sale as the finish line, businesses can:
- Provide proactive onboarding that sets customers up for success.
- Engage customers post-sale with ongoing value, insights, and support.
- Monitor customer health to prevent churn before it happens.
A 5% increase in customer retention can boost profits by 25–95%. (Harvard Business Review)
- Increased Upsell and Cross-Sell Opportunities
When CX teams stay engaged with customers, they uncover new needs and pain points – creating natural opportunities for expansion. But this only works if Sales and CX share insights.
- Sales teams should provide CX with customer context and goals.
- CX teams should flag opportunities for additional products or services.
- Both teams should work together on customer success plans that evolve over time.
Companies that excel at CX-driven upselling see 140% more revenue growth than their competitors. (Forrester)
- Stronger Customer Advocacy and Referrals
The best source of new revenue? Happy customers who refer new business.
When customers experience a seamless journey from pre-sale to post-sale, they are more likely to:
- Recommend your business to others.
- Leave positive reviews and testimonials.
- Participate in case studies and success stories.
83% of customers trust recommendations from friends and family over any other form of advertising. (Nielsen)
How to Align Sales and CX for Sustainable Growth
So, how can businesses ensure Sales and CX work together to drive long-term success?
- Align Goals and Incentives: Sales and CX should have shared KPIs. Instead of just tracking closed deals, companies should also measure key metrics such as Customer Lifetime Value (CLV) and Renewal & Retention Rates
- Create a Seamless Customer Handoff Process: Ensure a smooth transition from Sales to CX by introducing members of the Customer Experience team earlier in the process so that customers feel supported. Consider handing over the customer story and history too – no customer wants to repeat their story.
- Use Data to Personalize and Improve CX: Sales and CX teams should share insights to create personalized experiences, where Sales teams could document customer pain points, goals, and concerns and CX teams could track usage patterns and customer health scores.
- Implement Customer-Centric Sales Training: Train Sales teams to think beyond the close and how to sell value, not just features. Encourage relationship-building over quick wins and ensure reps understand the full customer journey and how their role impacts retention.
Final Thought: The Future of Sales is CX-Driven
The days of Sales and CX operating separately are over. The businesses that thrive in the coming years will be the ones that align these two functions, creating a seamless customer journey that drives retention, expansion, and advocacy.
The best part? It’s a win-win.
✅ Customers get better experiences.
✅ Businesses see higher revenue and retention.
✅ Sales teams close more deals, and CX teams build stronger relationships.
So, the question is: Are your Sales and CX teams working together – or working against each other?
