Most organizations manage the customer journey in functional segments — onboarding here, adoption there, advocacy “if there’s time.” But today’s customers move in cycles, not stages. The real opportunity lies in bringing teams together to create a connected, continuous experience that supports value, retention, and growth. In this session, we'll explore practical perspectives on how cross-functional alignment can reshape the customer lifecycle into a dynamic, revenue-ready loop. Drawing from experiences across marketing, success, advocacy, and lifecycle, Carrie will introduce a simple, customer-first framework that helps teams identify gaps, coordinate more effectively, and activate engagement and advocacy at the right moments. This talk is designed for teams still building, still evolving, and still figuring it out. Attendees will walk away with approachable models, conversation starters, and next steps they can use immediately to spark alignment and build momentum—no matter their team size, maturity, or starting point.