Adobe Training Services and Retention Rates The Evidence ... articles/Webinars...Post-Sales Account Managers, Consulting, ATS Education Managers, ATS registration site, etc. Laborious

© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Mark Willder

John Bates

Adobe Training Services and Retention Rates—The

Evidence


Brief overview of Adobe Training Services

A house divided

Focus

Selling ATS, the hard way

Value, value, value

From feelings to data

Training and Retention Analysis: A Study in Value

Questions

Agenda


Adobe Platforms And Tools – The Art & Science

© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4

Adobe Training Services

Adobe offers comprehensive expert-led trainings to help

customers and partners rapidly build capabilities on Adobe

solutions

Accelerate your team’s

productivity

Unlock the product potential

for your business


Adobe Training Services

5

Online Classroom (@Adobe or onsite)

TRAINING PORTFOLIO

FLEXIBLE ENGAGEMENT & DELIVERY AVAILABLE FOR ALL MAJOR ADOBE

PRODUCTS

ADOBE PARTNER &

CUSTOMER

TRAINING

TRAINING PROVIDER

PROGRAM

ADOBE

CERTIFIED

EXPERTS (ACE)


We need to train our customers and make them

happy/successful/purchase more software

We likely also need to:

Make a profit, or

Cover our expenses, or

Justify our roles

ATS—Serving Two Masters


ATS is a profit center with quarterly revenue and margin goals

Weekly forecast calls with my Education Managers, and then with my

Global Client Services VP (who heads up Consulting, Training and Solution

Architecture)

HUGE focus on revenue

I like to think my revenue contribution matters…BUT

Adobe is a 4 billion dollar company

If I’m honest, our contributions have much more to do with

Customer retention

Customer satisfaction

ATS revenues? Not so much…

ATS Focus


SAAS Training accounts for 80% of our current revenue

This is is sold by:

Sales reps at time of MSA/SO (40% attachment rate and climbing)

Post-Sales

Account Managers, Consulting, ATS Education Managers, ATS registration site,

etc.

Laborious to sell

Have to train Sales and Customers on value at some point

The good reps get it. Others never do…

All traditional (anecdotal) arguments are used:

Helps customers ramp faster, reduces Client Care calls, etc.

We have proved some of this statistically before (Client Care)

ATS SAAS Training—how it’s sold


―Value‖ in a SAAS environment means

Helping customers move quickly and successfully through implementations

Helping customers get ROI from their solution, thereby increasing chance

for renewals

Helping Sales and Account Management upsell and cross-sell

It has little to do with our revenue contribution

However, ATS revenue does get us a seat at the table and lets us re-invest to build

new programs

ATS Value


I have known (felt) that training ―matters‖ to the success of a

customer…

We have CSAT surveys

Anecdotal info gets back to us

We have some good customer quotes about how they’ve applied

knowledge and seen differences

These are all meaningful, but

How do we show real statistical value to our Companies, which can

then further our real goal of helping our customers be successful?

How do we get the level of buy-in and investment from Corporate, so they

invest in training sales and infrastructure?

We need to prove to Corporate, that what we do is of incredible import to

the Company’s bottom line…

Moving from feelings to data…


Customer Retention Analysis

John will now lead us through

the study he conducted and its

very interesting results…


≤ < 0.15

0.15 ≤ < 0.30

0.30

Documents

Adobe Training Services and Retention Rates The Evidence ... articles/Webinars...Post-Sales Account Managers, Consulting, ATS Education Managers, ATS registration site, etc. Laborious