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Gainsight Confidential. 2014 Gainsight, Inc. All rights reserved. Turning Your Revenue Funnel into an Hourglass 2014 May

10 Customer Success Growth Hacks for Driving Enterprise SaaS Revenue

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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. In fact, top-tier Enterprise SaaS companies know that growing revenue within your existing customer base - through up-sells, cross-sells, and expanded use - is the most profitable way to scale. And 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 actually operationalize - Customer Success. In this presentation - originally presented at the 2014 SIIA Maximize event in San Francisco, CA - Gainsight CEO Nick Mehta shares 10 Growth Hacks for Driving Enterprise SaaS Revenue.

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Page 1: 10 Customer Success Growth Hacks for Driving Enterprise SaaS Revenue

Gainsight Confidential. 2014 Gainsight, Inc. All rights reserved.

Turning Your

Revenue Funnel into

an Hourglass2014

May

Page 2: 10 Customer Success Growth Hacks for Driving Enterprise SaaS Revenue

Gainsight Confidential. 2014 Gainsight, Inc. All rights reserved.

Turning Your

Revenue Funnel into

an Hourglass

10 Customer

Success Growth

Hacks

2014May

Page 3: 10 Customer Success Growth Hacks for Driving Enterprise SaaS Revenue

Gainsight Confidential. 2014 Gainsight, Inc. All rights reserved. 3

Audience Poll

Page 4: 10 Customer Success Growth Hacks for Driving Enterprise SaaS Revenue

Gainsight Confidential. 2014 Gainsight, Inc. All rights reserved.

Page 5: 10 Customer Success Growth Hacks for Driving Enterprise SaaS Revenue

Gainsight Confidential. 2014 Gainsight, Inc. All rights reserved.

Page 6: 10 Customer Success Growth Hacks for Driving Enterprise SaaS Revenue

Gainsight Confidential. 2014 Gainsight, Inc. All rights reserved. 6

Page 7: 10 Customer Success Growth Hacks for Driving Enterprise SaaS Revenue

Gainsight Confidential. 2014 Gainsight, Inc. All rights reserved.

Page 8: 10 Customer Success Growth Hacks for Driving Enterprise SaaS Revenue

Gainsight Confidential. 2014 Gainsight, Inc. All rights reserved. 8

Why?

Page 9: 10 Customer Success Growth Hacks for Driving Enterprise SaaS Revenue

Gainsight Confidential. 2014 Gainsight, Inc. All rights reserved.

Transactional Economy Subscription Economy

Vendor Success

Customer Success

Vendor Success

Customer Success

The New Chasm

Page 10: 10 Customer Success Growth Hacks for Driving Enterprise SaaS Revenue

Gainsight Confidential. 2014 Gainsight, Inc. All rights reserved.

Vendor

Can I get a reference?

Want to buy more?

Ready to renew?

Who are you

again?

Transactional Economy Subscription EconomySuccess

Retention

Advocacy

Expansion

Onboarding

Customer

The New Customer Lifecycle

Page 11: 10 Customer Success Growth Hacks for Driving Enterprise SaaS Revenue

Gainsight Confidential. 2014 Gainsight, Inc. All rights reserved. 11

What?

Page 12: 10 Customer Success Growth Hacks for Driving Enterprise SaaS Revenue

Gainsight Confidential. 2014 Gainsight, Inc. All rights reserved.

MARKETING

SALES

RETENTION

Rethinking the B2B Funnel

Page 13: 10 Customer Success Growth Hacks for Driving Enterprise SaaS Revenue

Gainsight Confidential. 2014 Gainsight, Inc. All rights reserved.

The B2B Hourglass

MARKETING

SALES

SUCCESS

Higher Growth Rate

Higher Multiple

Higher CAC Frontier

Page 14: 10 Customer Success Growth Hacks for Driving Enterprise SaaS Revenue

Gainsight Confidential. 2014 Gainsight, Inc. All rights reserved.

Page 15: 10 Customer Success Growth Hacks for Driving Enterprise SaaS Revenue

Gainsight Confidential. 2014 Gainsight, Inc. All rights reserved.

Retention Goes to 11 (> 100%)

Page 16: 10 Customer Success Growth Hacks for Driving Enterprise SaaS Revenue

Gainsight Confidential. 2014 Gainsight, Inc. All rights reserved. 16

How?

Page 17: 10 Customer Success Growth Hacks for Driving Enterprise SaaS Revenue

Gainsight Confidential. 2014 Gainsight, Inc. All rights reserved.

Success Maturity Model

17Revenue

Succ

ess

Mat

urit

y

Adoption

Retention

Expansion

Optimization

Transformation

$1 - $5 MM$5 - $20 MM

$20 - $100 MM$100 MM - $1 B

$1 B+

Page 18: 10 Customer Success Growth Hacks for Driving Enterprise SaaS Revenue

Gainsight Confidential. 2014 Gainsight, Inc. All rights reserved.

10 CSM Growth Hacks

1. Create a sales pitch for your Customer Success program2. Monitor time to first value and define milestones3. Establish a success goals kick-off meeting4. Ban the check-in call5. Create a scorecard with client and review regularly6. 3+ contacts with monthly touches from different people7. Identify and mobilize your fans and they become bigger fans8. Accelerate up-sell through adoption9. Establish an early warning process10. Celebrate your Customers’ Success

Page 19: 10 Customer Success Growth Hacks for Driving Enterprise SaaS Revenue

Gainsight Confidential. 2014 Gainsight, Inc. All rights reserved.

Page 20: 10 Customer Success Growth Hacks for Driving Enterprise SaaS Revenue

Gainsight Confidential. 2014 Gainsight, Inc. All rights reserved.

Page 21: 10 Customer Success Growth Hacks for Driving Enterprise SaaS Revenue

Gainsight Confidential. 2014 Gainsight, Inc. All rights reserved.

Page 22: 10 Customer Success Growth Hacks for Driving Enterprise SaaS Revenue

Gainsight Confidential. 2014 Gainsight, Inc. All rights reserved.

Page 23: 10 Customer Success Growth Hacks for Driving Enterprise SaaS Revenue

Gainsight Confidential. 2014 Gainsight, Inc. All rights reserved.

Page 24: 10 Customer Success Growth Hacks for Driving Enterprise SaaS Revenue

Gainsight Confidential. 2014 Gainsight, Inc. All rights reserved.

Page 25: 10 Customer Success Growth Hacks for Driving Enterprise SaaS Revenue

Gainsight Confidential. 2014 Gainsight, Inc. All rights reserved.

Page 26: 10 Customer Success Growth Hacks for Driving Enterprise SaaS Revenue

Gainsight Confidential. 2014 Gainsight, Inc. All rights reserved.

Page 27: 10 Customer Success Growth Hacks for Driving Enterprise SaaS Revenue

Gainsight Confidential. 2014 Gainsight, Inc. All rights reserved.

Page 28: 10 Customer Success Growth Hacks for Driving Enterprise SaaS Revenue

Gainsight Confidential. 2014 Gainsight, Inc. All rights reserved.

Page 29: 10 Customer Success Growth Hacks for Driving Enterprise SaaS Revenue

Gainsight Confidential. 2014 Gainsight, Inc. All rights reserved.

10 CSM Growth Hacks

1. Create a sales pitch for your Customer Success program2. Monitor time to first value and define milestones3. Establish a success goals kick-off meeting4. Ban the check-in call5. Create a scorecard with client and review regularly6. 3+ contacts with monthly touches from different people7. Identify and mobilize your fans and they become bigger fans8. Accelerate up-sell through adoption9. Establish an early warning process10. Celebrate your Customers’ Success

Page 30: 10 Customer Success Growth Hacks for Driving Enterprise SaaS Revenue

Gainsight Confidential. 2014 Gainsight, Inc. All rights reserved.

Matrix Data Architecture

Reduce Churn

“Headwind”

Increase Up-Sell “Tailwind”

Scale Team Efficiently

Source: Measuring the ROI of Customer Success Management Solutions - Mainstay Company

What?

5% points 3% points 25%Why?*

How?

Aggr

egat

e

Gainsight Customer360

Anal

yze

Gainsight4-D Analytics

Auto

mat

e

Gainsight Predictive Playbooks

Gainsight Drives Growth

Page 31: 10 Customer Success Growth Hacks for Driving Enterprise SaaS Revenue

Gainsight Confidential. 2014 Gainsight, Inc. All rights reserved.

Page 32: 10 Customer Success Growth Hacks for Driving Enterprise SaaS Revenue

Gainsight Confidential. 2014 Gainsight, Inc. All rights reserved.

Page 33: 10 Customer Success Growth Hacks for Driving Enterprise SaaS Revenue

Gainsight Confidential. 2014 Gainsight, Inc. All rights reserved.

Questions? Complaints?

Purchase Orders?@nrmehta