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The most successful Enterprise SaaS companies know that growing revenue only through new customer acquisition is the less efficient way to scale. Rather, they understand that growing revenue within your existing customer base - through up-sells, cross-sells, and expanded use - is the most profitable way to scale. In fact, Enterprise SaaS companies that grow revenue - and company valuation - by expanding revenue within their existing customer base also know the key to making this work is to focus on - and operationalize - Customer Success. This deck is from a joint presentation called - Is Customer Success the New Sales? - that featured Nick Mehta, CEO of Gainsight and Tawheed Kedar, CEO of ToutApp.
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2014 Gainsight, Inc. All rights reserved.
Is Customer Success the New Sales?
#customersucces
s
June 17,
2014
2014 Gainsight, Inc. All rights reserved.
Nick MehtaCEO
Tawheed KedarCEO
Speakers
2014 Gainsight, Inc. All rights reserved.
What We’ll Cover
• CSM as the New Sales
• How to Hire the Best CSM
• How to Optimize User Experience
• How to Align with Revenue Growth
• Q&A
CUSTOMER SUCCESS =? SALES
HOW IS CUSTOMER SUCCESS LIKE SALES?
THE MODERN SALESPERSON• Teaches
• Connects and Introduces
• Builds Value
• Navigates the organization
• Negotiates Price
• Closes Deals
THE CSM• Teaches
• Connects and Introduces
• Builds Value
• Navigates the organization
• Negotiates Price
• Closes Deals
CSM & SALES• Both need to have a customer driven
mentality
• Both need to be hyper efficient resources to the customer
• Both need to seek out opportunities for deals
• Need to work together to negotiate and close
HOW DO I HIRE THE BEST CSM?
THE PERFECT CSM
ReactiveProactive
THE PERFECT CSM
1. Answer tickets2. Respond to alerts3. Train new users4. Run success meetings5. Be the ‘hero’ for your portfolio
ReactiveProactive
THE PERFECT CSM1. Focus on leveraged activities
2. Create content: Blog, E-Book, Video, Webinar
3. Talk about how a particular feature can make us more strategic to a customer
4. Seek out up-sell and cross-sell opportunities
5. Write ROI Case Studies
6. Send cookies and cupcakes
ReactiveProactive
THE PERFECT CSM
• We “grow” our own, straight from college
• We’ve hired ex-Salespeople
• Target people that can hustle and maintain a positive disposition
HOW CAN CSMS OPTIMIZE THE USER EXPERIENCE?
optimizing user experience
LearnsAbout
ToutAppSigns Up
ActivelyUses
$$$Asks
QuestionsTells
OthersChurns
OPTIMIZING USER EXPERIENCE
LearnsAbout
ToutAppSigns Up
ActivelyUses
$$$Asks
QuestionsTells
OthersChurns
“Marketing”
“Sales”
“Success”
OPTIMIZING USER EXPERIENCE
LearnsAbout
ToutAppSigns Up
ActivelyUses
$$$Asks
QuestionsTells
OthersChurns
“Marketing”
“Sales”
“Success”
STREAMLINING• Remember that customers cannot “see” those red lines of
demarkation.
• CSMs have the opportunity to “smoothen” the entire user experience both in person and through artifacts they create
• CSMs can create checklists that Sales and CSM follows while transitioning customers
• Don’t show up to a gun fight with a knife, bring the salesperson along if you need to
HOW DOES CSM + SALES ALIGN WITH REVENUE GROWTH?
BRIDGING THE GAP1. Have a centralized place to share customer intelligence.
2. Involve CSMs earlier in the sales process. Re-introduce Sales at key parts of the success process.
3. Create success-related content and share with the Sales team to use during the selling process.
4. Constantly be on the lookout for strategic changes in the company that can lead to cross-sell/up-sell opportunities. Think Revenue!
5. Treat a CSM cycle like a sales cycle and move fast.
6. Capture customer value upfront and demonstrate it throughout.
7. Push your customer – they want to be pushed.
8. Make your customer a hero.
9. Ban the check-in call.
10.Transform the culture.
Success
Sales
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