Cross Functional Alignment Around the Customer: A Data Driven Approach to Customer Success Operations

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Child-like Joy

Cross-Functional Alignment Around the Customer

Value

Governance

A Data Driven Approach to Customer Success Operations

Daniel OberesDirector of Customer Analytics

[email protected]


Who is Marin? Who am I?

Marin• Founded in 2006 in early days of Ad Tech to help large search marketers handle campaign

management and optimization at scale• SaaS model with revenue based on product utilization• Global business with Enterprise and SMB customers• Public in 2013 and recently acquired 2 companies to expand into Social and Display

Customer Success

• Started as a services organization with generalists managing customer support and onboarding as well as delivering subject matter expertise and training with Account Management under Sales

• Consolidation and specialization – generalists branched out into Professional Services, Analytics, Customer Support, Training and Account Management rolled merged into our current Customer Success structure

CS Analytics & Operations

• A new function initially focused on analysis and developed into an Operations function• Governance and Data Quality – CRM development to consolidate and refine process and

increase coordination across teams• Tools - Development of data warehouse, implementation of CSM product and reporting tools,

overall technology for CS


Up & Down: Better Decision Making through Consistency

Exec

Team Leadership

Individual Contributor

s

As data moves up and down an organization it can be translated poorly or not at all. Systems and process design can ensure that the perspective from the top agrees with the perspective out in the field and valid and accurate insights can be pulled from customer activity.

Trust worthy data = High Quality Decisions


Left & Right: Timely Interaction throughout the lifecycle

Onboarding - Training - Implementation

Adoption - Support- Training

Growth - Renewals - Expansion

If you can’t easily report on the customer journey you can’t measure or respond to the quality of your interactions with your customers. Who cares about this data? Everyone.


In and Out: Understanding the Customer

Customer

Value

Adoption

Engagement

Lifecycle

How does your company think about your customers? Is one size fits all? Do you understand which customers need what and when? Are your customers engaging with you in a way that builds value?

Segmentation is necessary to deliver the right service and value for your customers


Where did we start?


Cross Departmental Alignment for Marin

Leadership

Executives

Board

Cross Functional CoordinationSales & Marketing

Product & Engineering

Finance & Accounting

Customer SuccessCustomer Success

Management

Center of Excellence

Customer Support

You can move quickly in a silo but as your data and the stakeholders for your data expand, systems and cohesive processes are needed for visibility and coordination.


Foundation for CS Operations for our CS team

Scale

Growth

Retention

• Reduction of low value activities through automation and tools

• Coordination of teams• Increase Up Sells and

Cross Sells• Timely & Targeted Platform

Adoption• High Quality & Reliable

Service• Consistent High Customer

Satisfaction

As you hone in on specific objectives for your CS team, the CS Operations team can map out the processes and data required to measure performance.


Data!

In some cases, there’s data everywhere or at least the number and differences in sources cause collisions and distrust in the data. DO NOT GIVE UP!


Driving Alignment through Data Quality

ReportingCentral Data Warehouse

Cohesive Processes

CRM and Tools

Data Quality

Don’t let maintaining data quality be a continuous uphill battle - the goal is consistency. Any of these can help but alignment complex so use the right tools for the problem.


Data!

And there are times when the data you need just isn’t there. DO NOT GIVE UP!


Creating Valuable Data from a Measurable Experience

Phase Touchpoint Old Home New Home

Onboarding

Sales Handoff Word CRMKick off and Goal Setting Word CRMImplementation/Activation Separate tools CRMTraining No LMS/DWReview Performance and Progress Email CRM/DW

Ongoing Relationship

Time-based Moments

Monthly Performance and Progress Review Email CRMQBR Email CRMNPS/Customer Satisfaction Survey Separate tools CRM/DWPeriodic Usage Assessment No CRMRenewal Inconsistently CRM

Event-based Moments

Support Cases Poor Quality CRM/DWRisk Email CRMAnomaly in usage or performance Separate tools CRM/DWAnomaly in engagement or satisfaction Separate tools GS/DWPertinent feature release No GS/DW

Look at your customer’s journey and determine the quality of your instrumentation to measure each customer touchpoint .Do you have a clear story to tell? Can you tell it?


Let’s fix things!

Some fixes may already be in play, some fixes collide with other fixes, some fixes aren’t actually fixes. Some fixes need to happen before other fixes. DO NOT GIVE UP!


Driving Alignment through Governance

Governance

Exec

Prod and Ops

Customer Success

Sales & Marketing

Biz Ops & Finance

Workstream # 1

Workstream # 2

Workstream # n

Sponsorship, prioritization, accountability and coordination with attention to data quality and cohesive processes requires structured communication and planning.

Governance is the foundation for scale and sophistication.


Product

• Product Release Management

• Ongoing Feature Usage

Marketing

• Customer Advocacy

• Customer Marketing

Sales

• Trial Conversion• Upsell and

Cross Sell Signals

Finance

Alignment Outcomes: Coordination and New Capabilities

Data Quality, Value

& Governance

• Improved forecasting & decision making

Driving the development of customer data that is valuable and consistent can expand the capabilities of the entire business.

A data driven approach to Customer Success Operations is key for the growth and maturity of an organization.


Child-like Joy

Daniel OberesDirector of Customer Analytics

[email protected]

Questions?

Data & Analytics

Cross Functional Alignment Around the Customer: A Data Driven Approach to Customer Success Operations