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©2015 Gainsight. All Rights Reserved.
Managing Sponsor Change: How To Navigate with a New
Champion
MATT HENSLERAllbound
BETH YEHASKELSpredfast
KELLY PAYNE
Glassdoor
SANDY MIRANDAPower DMS
©2015 Gainsight. All Rights Reserved.
Managing Sponsor Change: Moderator – Matt HenslerDirector, Customer Success
• 14 months in customer success
• Marketing and Brand Strategist
• @matthensler
How To Navigate With A New Champion.
©2015 Gainsight. All Rights Reserved.
Meet Your Panelists
Kelly PayneDirector, Customer Success
Sandy MirandaVP, Customer Success
Beth YehaskelVP, Customer Success
• 6+ years in customer success
• Publication Editor and Writer
• Doctor• @kelly_payne22
• 4+ years in customer success
• 15+ years in customer service & support
• News Anchor• @smiranda_DMS
• 8 years in customer success
• Marketer and Technical Writer
• Archaeologist• @byehaskel
©2015 Gainsight. All Rights Reserved.
Why are sponsor change strategies critical for customer success teams? Explain what is at risk.
©2015 Gainsight. All Rights Reserved.
Relationship Advocacy ARRThe Importance of Sponsor Change Strategies
©2015 Gainsight. All Rights Reserved.
•Retention/Churn Risk• Early Warning Signs / Risk Alerts are Key• If happens close to renewal, game plan
needed•Communication Risk
• Overall Partnership (POC/EB)• Communication Breakdown
•Knowledge Risk• “Begin Again” = Value proposition• Regain new Champion
The Importance of Sponsor Change Strategies
©2015 Gainsight. All Rights Reserved.
How should sponsor change strategies differ for different customer segments? (e.g. enterprise vs. SMB customers)
©2015 Gainsight. All Rights Reserved.
Sponsor Change Strategies:•Who they are in the Org / How they play into the Decision Tree/Partnership = measure the impact of the departure•CSM must understand the company hierarchy•Having a repeatable process for this event is essential to the larger partnership & success of your business
Sponsor Change Strategies for Enterprise vs. SMB
©2015 Gainsight. All Rights Reserved.
• Easier to have a sponsor ecosystem at large organizations
• Value of face-to-face meetings easier to cost-justify
• More urgency in SMB since main sponsor assumes many roles (e.g. power user, budget owner, etc.)
Sponsor Change Strategies for Enterprise vs. SMB
©2015 Gainsight. All Rights Reserved.
How should your sponsor change playbook change for different types of sponsors in a customer organization?
©2015 Gainsight. All Rights Reserved.
Depends on:•The “role” the Sponsor plays in the partnership.•How well you know the customer, their business and goals.
Different Strategies For Different Sponsor Types
©2015 Gainsight. All Rights Reserved.
• Tailor your strategy to what VALUE means to each sponsor Power user value ≠ contract signer value
≠ budget owner value Make sponsors aware of value YOU bring
THEM in their role
Different Strategies For Different Sponsor Types
©2015 Gainsight. All Rights Reserved.
How should customer success teams proactively manage sponsor relationships to minimize panic when a change does take place?
©2015 Gainsight. All Rights Reserved.
Absolutely! •Clean Data = Productivity •Defined Process = Proactive Alerts for CSMs to act on
Proactive Steps to Minimize Sponsor Change Events
©2015 Gainsight. All Rights Reserved.
• Use technology• Create
checkpoints
Proactive Steps to Minimize Sponsor Change Events
©2015 Gainsight. All Rights Reserved.
• Help make new champion successful • Follow exiting sponsor to their new company• Customer “reset” to re-establish goals and
gather deeper intelligence about the account
Opportunities That Come With Sponsor Change
©2015 Gainsight. All Rights Reserved.
Provide an example of a sponsor change that did not go as intended. What went wrong?
©2015 Gainsight. All Rights Reserved.
Prior to using Gainsight:•No defined process•No Sponsor Change playbook•No Ownership (AM/CSM) on who reached out to welcome new Sponsor•Time delay: Waiting too long, Sponsor went MIA•Got Scrappy & Fixed it, but Lesson Learned!
Sponsor Change Gone Wrong
©2015 Gainsight. All Rights Reserved.
• Missed sponsor change is easier with small customers
• One situation where it was missed until 2 months after the sponsor change event
• Left an opening for a competitor to connect with new sponsor
• Resulted in churn that could have been prevented
Sponsor Change Gone Wrong
©2015 Gainsight. All Rights Reserved.
How do you prepare personnel in your company outside of customer success for their role in a sponsor change playbook?
©2015 Gainsight. All Rights Reserved.
• Forge relationships beyond the CSM• Develop a strong Executive Sponsor program
The Role of Your Co-workers Outside of Customer Success
©2015 Gainsight. All Rights Reserved.
• Pertinent information about a sponsor change is shared across systems.
• Tasks are created if an assist is needed.
The Role of Your Co-workers Outside of Customer Success
©2015 Gainsight. All Rights Reserved.
How does the sponsor change playbook change at different stages of the customer lifecycle? (e.g. onboarding vs. adoption vs. renewal)
©2015 Gainsight. All Rights Reserved.
System: Welcome Email
Cont
ract
Si
gn
Imp Manager & CSMSales Cycle
Day 1: Imp Tech
Outreach
Pre-Close, Tech & Project
Call
AdoptionBuild & CustomizeSales
Engage the right Sponsor for each stage of the Customer Lifecycle
Day 10: Build
Update & Review
Day 5: Build
Update & Review
Day 15: Build
Complete & Sign-Off
Day 20: Profile Update Training
Day 25: EC Walk-thru
w/Analytics
CSM & Sales
Day 30: Services Launch & Employer
Branding BP
Expertise, Speed, Professional, & Quality
©2015 Gainsight. All Rights Reserved.
• Onboarding: - Evaluate the WHY
• Adoption: - Evaluate the WHAT
• Renewal:- Re-establish possibilities
Sponsor Change Strategies At Different Customer Lifecycle Stages
©2015 Gainsight. All Rights Reserved.
Name 3 things attendees should do FIRST if no sponsor change strategies are currently in place.
©2015 Gainsight. All Rights Reserved.
1. Identify one or more sponsors a each account
2. Keep regular, proactive touch points with customers
3. Make a simple playbook on steps with new and former sponsor – gift baskets go a long way!
Top 3 Priorities For Getting Sponsor Change Strategies In Place
©2015 Gainsight. All Rights Reserved.
1. HOW – do you identify a change2. WHO – is responsible3. WHAT – should be done
Top 3 Priorities For Getting Sponsor Change Strategies In Place
©2015 Gainsight. All Rights Reserved.
1. Talk about it: Make sure Execs, Leaders & CSMs/Sales are all focused on it & Define a Playbook
2. Use Tools & Monitor, Monitor, Monitor (CTAs): Gainsight Sponsored Tracking
3. Tie to Retention/Churn
Top 3 Priorities For Getting Sponsor Change Strategies In Place
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