The 3 Ps of Customer Success: Pricing, Packaging and ... · The 3 Ps of Customer Success: Pricing, Packaging and Promoting Your Success ©2015 Gainsight. ... Managemen Gainsigh DIONE

©2015 Gainsight. All Rights Reserved.

The 3 Ps of Customer Success: Pricing, Packaging and

Promoting Your Success


Panelist Introduction

DENISE STOKOWSKI VP Solutions – Product

Management Gainsight

DIONE HEDGPETH SVP Customer Success

Apptio

SHANE HUGHES VP & GM, Customer Success

Products Salesforce

PAUL SELBY Principal Product Manager,

Services Symantec


Question 1

Describe your success offerings, their components, and the target segment for each one. What is included in

your base offering? What type of Customer: CSM Ratio do you target for each segment?


Key Pillars of Salesforce Premier Success Plans


Success Plans Are Tiered By Feature Set

SIGNATURE Success

Plan Coming July 2016!

Enhanced Support

Training

Success Resources


Apptio Segmentation


Apptio Segmentation


Apptio Success Offerings

•  Standard Success (Free and Included) •  CS Advisor 25:1 •  CSM 25:1 •  Standard Support

•  Premier Success (Price varies by ACV tier: $40K - $120K) •  CS Advisor 25:1 •  CSM 6:1 •  Premier Support

•  Premier Plus (Price varies by ACV tier: $125K - $350K) •  CS Advisor 7:1 •  CS Engineer 7:1 •  Premier Support

•  All Access Education Pass AAEP ($3500 per year) •  Named user pass. 100 hours in the library and growing •  All you can eat virtual instructor led training

Roles •  CS Advisor (Domain) •  CSM (Technical App) •  CSE (Technical Platform)


Symantec: Customer Success Premium: the Highest Levels of Service and Support

Copyright © 2016 Symantec Corporation 9

Partnership A Customer Success Manager familiar with your environment helps you achieve your business goals: •  A single point of contact at Symantec—all

products, all locations •  A trusted advisor who tailors Symantec

solutions to grow your organization’s security proficiency

Expertise •  Priority access to more experienced security

support engineers and designated product experts, around the clock

•  Onsite emergency response when necessary •  Unlimited access to instructor-led training

Risk Management Services that help prevent issues and deliver more from your investment, including: •  Configuration reviews •  Product optimization •  Upgrade planning

Optimize your security posture:

Customization Ongoing account reviews that drive progress against key performance indicators selected for your business


Symantec: Customer Success Select for Designated Technical Expertise


Partnership A single point of contact familiar with your environment acting as your liaison to Symantec

Your Customer Success advocate: •  Directly manages any escalated issues •  Periodically delivers summary reports on

cases, issues and trends in your security environment

Expertise •  Access to a designated engineer with technical

expertise in a specific product family who directly manages all your cases for products within that family

•  Priority access to more experienced support engineers, around the clock



Symantec: Build Support to Fit Your Needs with Customer Success Core


Partnership A single point of contact familiar with your environment acting as your liaison to Symantec

Your Customer Success advocate: •  Directly manages any escalated issues •  Periodically delivers summary reports on

cases, issues and trends in your security environment

Expertise •  Priority access to more experienced support

engineers, around the clock

Access to a designated engineer with technical expertise in a specific product family who directly manages all your cases for products within that family



Question 2

For offerings that you want to mandate for a specific segment or type of customer, how do you approach that with

Sales? Would you offer it as investment in their success or 100% discount even when it was not sold? Do you incent

Sales to sell your Success offerings?


Incent Sales for A La Carte & Bundle Success Plans with Licenses

A La Carte - ~40% of New Sales

ü  Premier & Premier+ sold as add-ons.

ü  AE’s paid @100% quota and commission

ü  Never provided for free

Standard Included

Add value to your product offerings and increase sales price by “bundling” your Success Plan directly into your higher end product offerings. ü  Add value to license bundle ü  Raise price while lower

discount % on deals ü  Accelerate sales velocity

(no separate line item) ü  Ensure success products

on key deals

Bundled - ~60% of New Sales

Premier + Included


Sales is Supported through Premier Success Specialists Team


Apptio Premier Offering Incentives

All Premier/AAEPs are paid commissions like product, and retire sales quota Mandatory Offer #1: Premier Plus

•  Mandatory for Platform customer, $750K+ ACV •  Retires Sales Quota •  Deal Desk approvals required •  Business Results

•  Sales tries to sell it •  If sales can’t sell it, they will give it for one year $0 SKU •  We turned our top 25 customers to green in the first year

•  Financial Results •  Half of our platform customers were approved free year 1 (protects $25M ACV) •  Year 2: sold it to 40% of the free (counted as upsell quota) •  Renewal %: 80%

Mandatory Offer #2: AAEP •  Mandatory for all new customers •  Only $3500, ties in with our jumpstart, no roadblocks encountered

All


•  Sales Business Development team works with Sales to identify opportunities

•  Offerings are targeted – but not mandated – at specific segments based upon addressable needs at that level & price

•  Multi-tier allows for future growth within account

•  Discounting thresholds established

•  Promoted internal research showing customers with premium services display higher retention and greater future investment

•  Sales previously comp’d based upon premium service sales on top of product family sales

Customer Success sales


Question 3

What has been the most successful or well received components of your offering for

driving success for your customers (and you)?


Most Successful Components •  Premier Success CSM

•  Why? Product Mentor. They never touch the keyboard. •  Goal: Make customers self-sufficient •  CSMs drive average $300K/year

•  Standard Success CS Advisor •  Why? Customers need to be led and we provide a free CS Advisor to play

an oversight role. That is huge value add included in the subscription •  Goal: Ensure customers know how to attain value from our solution via

roadmap

•  Premier Plus CS Engineer •  Why? Critical to proactively avoid escalations and increase customer sat •  Goal: Ensure platform customers know how to operate our solution

Technical Application

Expert

Domain Expert

Technical Platform Expert


Setting customer-specific annual goals Quarterly business reviews and updates

A single point-of-contact / trusted advisor

Most Successful Components

Industry: Government

“Our overall return on investment is immeasurable, because we

can’t quantify the huge improvement to client experience. Salesforce Premier Success and Accelerators have been critical to

our success—we couldn’t operate without it.”

Christine Comer, Director of Client Services Colorado Department of Healthcare (HCPF)

Colorado Department of Healthcare (HCPF)

Cha l lenge With a team of 12 agents servicing 20,000 calls per month, HCPF needed to drive process improvements in preparation for expected call volume following the roll out of the ACA.

HCPF abandonment rates and wait times exceeded industry standards by double digits

Solu t ion A personalized consulting engagement with a Salesforce specialist to: Develop macros that introduced productivity and efficiency for the call team Optimize use of licenses and drive value to better manage anticipated surge in call volume with launch of Affordable Call Act (ACA)

Resu l ts Reduced call times by 15 seconds and transaction times by 7 min on average – recouped 107 hours of staff time monthly to service an additional 612 calls Improved customer satisfaction by decreasing abandonment rates and wait times Fast-approaching team goal of First Call Resolution, helping customers quickly and efficiently, on the first call each time

“We saw 10 percent of car hire bookings during the initial test period come from a single email campaign powered by what we learned from our Email Segmentation Accelerator.” Glen Lowe, Head of CRM

Cartrawler realizes higher ROIs and renewed platform confidence through Marketing Cloud Accelerators.

Sought a better way to understand and utilize its customer database Utilized Marketing Cloud Accelerators to better understand its tools Implemented new best practices and methodologies to see a higher ROI, greater click-through rate, and improved marketing campaign performance

Industry: High Tech


How do you measure the attach rate for each of your target segments? What renewal rates are you seeing

for your offerings?

Question 4


Salesforce Attach and Renewal Rate Methodologies

Attach Rate Metrics: Both are calculated and reviewed monthly by region and sales segment.

% AOV attach – total annual order value or license revenue with Premier Success plans “attached”. This is an indicator that factors in renewal rate, product packaging strategy, and new sales success. Ending FY16 Worldwide AOV attach rate was over 77%. •  % AOV attach is used a renewal rate metric as Salesforce focuses on overall

customer AOV renewal rates rather than product level

% ACV attach – total annual contract value with Premier Success attached. This is an indicator of attach rate to NEW sales. Ending FY16 Worldwide ACV attach rate was over 76%.


Apptio Premier Offerings

Attach Rate •  15% of the base buys Premier Success •  12% of base has Premier Plus (paid and free) •  100% new logos. 65% of base has AAEP

Renewal Rate •  80% renewal for Premier •  TBD for AAEP


Describe additional services or value add services you offer for additional fees or a la carte.

Question 5


Apptio Additional Fee Based Services

•  Managed Services •  Target customer: customer who lost their TBMA, or a Corporate customer who

will never staff internally •  20% FTE or 50% FTE packages, 6 month term •  Scope: Evolve the model, build reports

•  Advisory Services •  Target customer: any customer who needs more CS advisor time beyond

Standard •  Services SOW (packages forthcoming) •  Scope: Workshops or Bucket of CS Advisor hours

•  Professional Services •  Target customer: any customer who needs project based services •  Packaged configuration services or Custom SOW for Strategic segment


THANK YOU

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The 3 Ps of Customer Success: Pricing, Packaging and ... · The 3 Ps of Customer Success: Pricing, Packaging and Promoting Your Success ©2015 Gainsight. ... Managemen Gainsigh DIONE