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 - How to use Customer Success to Prep for and Drive Contract Renewals - is from Pulse 2014, the biggest Customer Success industry event ever and included panelists from Concur, InsideView, Marketo

1. How to Prep for and Drive
Renewals
David Samuels, Concur Sean Cox, Marketo
Robert Asscherick
InsideView

2. Concur
Vice President, Client Development
David Samuels
• CNQR - 2013 - $545 Million
• 20,000+ customers in 100+ countries
• 4,000+ global employees
• 25 Million registered users
• Send over $12 Billion to banks per year
• 750,000 logins daily

3. Customer Success Vision
• Anticipating, identifying, and meeting
our customer needs is key to Concur’s continued success.
• Client Development exists as
a focal point for the customer to
achieve success with Concur.
• We will measure our impact through revenue growth, customer
retention,
and relationship health.

4. Driving Renewals
• Renewals are driven by our Client Development Organization
• Client Executives manager entire client lifecycle
• Traditionally, very high customer retention
• Renewal are a source of new Cross-sell & Up-sell revenue
• Saas Model requires uniqure approach to prepare for renewal

5. Concur Customer Success Index
Product Set Engagement Client
Satisfaction
Contractual
Performance
Feature
Adoption

6. Data preparation for the renewals process

8. Concur Customer Success Index
Product Set Engagement Client
Satisfaction
Contractual
Performance
Feature
Adoption

9. InsideView
Director, Customer Success –
Key Account Group
Robert Asscherick
A pioneer in CRM Intelligence, InsideView provides a suite of software solutions for sales
and marketing leaders that delivers critical intelligence directly into CRM. Our CRM
Intelligence platform provides the industry’s most accurate market data, valuable business
insights, and strongest professional connections so that marketing professionals can
deliver more leads, sales executives can close more deals, and customer success
managers can retain and grow accounts.
The InsideView CRM Intelligence Platform is integrated with Marketo, Microsoft Dynamics
CRM, Oracle, Salesforce.com, SAP, and SugarCRM. Only InsideView improves
performance at every stage of the marketing and sales process and is proven to increase
leads, revenue and lifetime customer value.

10. Roles & Responsibilities: CSM vs Renewal Team

11. Success Starts at the Ears
Listen Up!
• It is fundamental to your success to
understand your customer’s strategic
initiatives.
• How are your products/services aligned
to drive success in those initiatives?
• What itch are they really trying to
scratch?
• Where/How else can you add value in
the organization?
• Usage must support achieving these
goals.

12. Your Customer’s Success Drives Renewals
• CSM’s are your best weapon for
retaining and growing revenue
• Renewal and growth conversations
should be a natural extension of your
efforts to help your customers achieve
their strategic goals
• Understanding your customers
interdepartmental/divisional
dependencies exposes organic
whitespace conversations
• Renewal discussions should NOT be
transactional - start early, discuss your
customer’s growth expectations, long-
term initiatives, next year’s plans, etc.
• Always be asking who, how, why, when
can we be helping you more
• Knowing the external factors is mission
critical – Leadership Changes, M&A,
Funding, Product Releases, Expansion –
The more you know, the better your team
will protect and grow your revenue!

13. Marketo
Director of Account Management
Sean Cox
• 4 years at Marketo
• Team of 20 Account Managers
• Responsible for retention & up-sell
• Divided by customer size & segment
• Portfolio of named accounts

14. Fun Facts about Marketo
Leader in cloud-based marketing software
>3,000 customers in 36 countries
>190 ecosystem partners
>40,000 Marketing Nation community members
>500 employees in U.S., Europe, Australia, Israel
(MKTO)

15. 5. MEASURE
& OPTIMIZE
Maximize impact of
marketing
investments
1. PLAN & BUDGET
Plan marketing investments and
track expenses
2. GENERATE DEMAND
Attract more potential customers
3. BUILD
RELATIONSHIPS
Establish deep and lasting
1:1 customer relationships
Modern Marketers Need a Complete Solution
4. DRIVE
SALES
Drive effective
conversion from
new prospect to
sale

16. Marketo 2014 Goals
• Focus on Dollar Retention Target as the core measure of
performance
• Manage Upsell to existing bookings plan
• Improve dollar retention
• Fully transition from Renewal Management to Pro-active Account
Management

17. Renewal Metrics & KPIs

18. KPIs: Retention and URE
$120K
Closed
$20K
$40K
$60K
$80K
$100K
$140K
Renewal
Opportunity
Excl MYR
Retained
APOR
Partial LossFull Loss
Retention Rate
Churn
Usage Right
Expansion
Additional
Discount
Reduction of
SKU
Loss of SKU
$100K
$0K
Discount
Recapture
Increase of
Existing SKU
Technical
Add On
$200K
$0K
Partial Loss Analysis
Usage Rights Expansion
$100K
Open

19. KPIs: Retention and URE
$120K
$20K
$40K
$60K
$80K
$100K
$140K
$160K
Beginning
Customer ARR*
Retained
ARR
Partial LossFull Loss
Net Annual Recurring Revenue Rate
Ending Customer
ARR”
Cross Sell
Churn
Expansion Revenue

20. Operational Descriptions

21. Batch Monthly Resolution Pacing
20%
50%
95%
100%
0
POR Month End
+30-30-60-90
Objective:
Manage pacing of contract
resolution against planned rates to
ensure minimal in month
compression of contracts, reducing
risk of contractual exposure and
reduced sales cycle
Plan – Batch Month End Pacing
Actual M-1 Batch: 100% “Finance” Closed
Actual M0 – Current Month Batch
Actual M+1 Batch
Actual M+2 Batch

22. Planned Retention/URE Closed Won By Batch
M-1 M0 M+1 M+2
Plan – Closed Won Retention
Actual – Closed Won Retention
Plan – Closed Won Renew URE
Actual – Closed Won Renew URE
Plan – Closed Non Renewal URE
Actual – Closed Non Renewal URE
Objective:
Determine closed won contract dollars
against monthly batch resolution and
retention rates and associated URE with
renewals
ClosedWon

23. Q&A