Value-First Data Episode 7 - The Adopter Stage: The Most Important Stage?

Chris Carolan and Klemen Hrovat make the case that the Adopter stage — when a customer actually uses what they bought and realizes the promised value — may be the most important stage on the Value Path, and the one most organizations never label. They contrast it with the Value Creator stage (closing the deal): the handshake isn't the win; adoption is what fights churn and creates genuinely happy customers. A key insight is that adoption looks different for individual contributors, managers, and executives, so engagement should be personalized to each. Loop marketing applies here too — express relevant messaging, tailor by user level, amplify internal wins, and evolve based on feedback. Their actionable advice: reframe the CRM so you can actually see customers in the Adopter stage, and build processes that help customers realize value before a renewal forces the question.