Lifecycle marketing

Lifecycle marketing organises communication around where a customer actually is: newly acquired, activating, buying regularly, drifting or lapsed. Instead of a calendar of one-off campaigns, the team builds triggered programmes for each stage and measures movement between them. It matters because the same message carries very different value depending on stage, and because most incremental CRM revenue comes from moving people between stages rather than sending more. The hard part is agreeing stage definitions the whole business will use.