Making sure you’re delivering value to your customer means knowing who your ideal customer is. In this episode, Betsy Westhafer and Tony Bodoh talk to Ross G.D. Fulton about the ideal customer and the increase of blending customer success and customer experience for value creation. Ross is the Founder and CEO of Valuize, a company that helps B2B software companies retain and expand their customers and revenue at scale. Ross discusses the four phases of the customer life cycle and the biggest challenge about understanding value for B2B software companies. He also touches on how tech companies convert from perpetual licensing to the subscription model and the importance of alignment between the customer success and product teams.

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