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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 presentation by Nick Mehta, CEO of Gainsight, is all about Driving Customer Success in the Subscription Economy, something Enterprise Software-as-a-Service ( SaaS ) vendors must embrace if they wish to succeed at the highest levels.
Citation preview
Sept
2013
Driving Customer Success in the
Subscription Economy
Nick Mehta
2
3
My DadMe
(Looking Cool)
4
“In Enterprise Software You
Either…”
Build a Product
Or Sell It
6
2 Learnings
7
Everyone Says 90-Something
Retention
8
Retention Takes Work
success noun \sek-’ses\
10
Why? What? How?
11
Why?
Per-Year Per-Cycle Per-Click
The Subscription Economy
Friction for a Customer to Join
Friction for a Customer to
Leave
VendorSuccess
CustomerSuccess
VendorSuccess
CustomerSuccess
VendorSuccess
CustomerSuccess
VendorSuccess
CustomerSuccess
16
What?
17
What’s Really Changed?
• Case-driven• Efficiency metrics• Cost center• Support function• Responsive
18
What’s Really Changed?
• Case-driven• Efficiency metrics• Cost center• Support function• Responsive
• Health-driven• Success metrics• Revenue driver• Strategic function• Proactive
19
How?
Starts With Culture
Sales Gong
Customer Success Gong
3 Steps to Success
1. Create org2. Measure customer health3. Standardize approach
1. Org: Everyone Owns It
1. Org: Firefighters
CEO
Sales Services
Customer Success
Management
1. Org: Sales-Oriented
CEO
Sales
CSM / Renewals /
Account Management
Services
1. Org: Service-Oriented
CEO
Sales Services
Customer Success
Management
Professional Services Training Onboarding Support
1. Org - Integrated
CEO
New Business Sales
Chief Customer
Officer
Renewals / Account
Management
Customer Success
Management
Professional Services Training Onboarding Support
1. Org - Partnership
CEO
Sales
Renewals / Account
Management
Services
Customer Success
Management
Professional Services Training Onboarding Support
1. Org – Where Do You Fit?
Business Maturity
Pro
du
ct
Com
ple
xit
y
Firefighter
Sales-Oriented
Service-Oriented
Integrated Model
Partnership Model
2. Measure Customer Health
Financial Health: Payment history, credit score
Contract: Term, spend
Relationship: Surveys, key sponsors
Adoption: Usage, features
Interaction: Support, other contacts, social
3. Standardize Approach
High Touch
Low Touch
No Touch
JUST-IN-TIME
AUTOMATION
PROACTIVE
STRATEGY
Gainsight
COMMON CHALLENGES
•Identifying at-risk customers early
•Scaling team cost—effectively
•Finding up-sells and advocates
•Consolidating 360º view of customer
•Getting time from internal IT team
Approach
High Touch
Low Touch
No Touch
Drive Up-Sell
JUST-IN-TIME
AUTOMATION
PROACTIVE
Scale Customer Success
STRATEGY
Save Customers
ROI
Thank You!
You
