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Child-like Joy
Cross Functional Alignment Around the Customer: Processes
to Drive Success
©2015 Gainsight. All Rights Reserved.
Featuring:

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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

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Up & Down: Better Decision Making through Consistency
Exec
Team
Leadership
Individual
Contributors

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Left to Right: Timely Interaction throughout the lifecycle
Onboarding
- Training
- Implementation
Adoption
- Support
- Training
Growth
- Renewals
- Expansion

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In and Out: Understanding the Customer
Customer
Value
Adoption
Engagement
Lifecycle

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Where did we start?

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Cross Departmental Alignment for Marin
Leadership
Executives
Board
Cross Functional Coordination
Sales &
Marketing
Product &
Engineering
Finance &
Accounting
Customer Success
Customer
Success
Management
Center of
Excellence
Customer
Support

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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
A data and tools driven approach to Customer Experience gives Marin the visibility and
leverage to drive and measure activity that retains clients and grows value with less effort.

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Data!

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Driving Alignment through Data Quality
Reporting
Central Data
Warehouse
Cohesive
Processes
CRM and Tool
Data
Quality

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Data!

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Creating Valuable Data from a Measurable Experience
Phase
Touchpoint
Tracked?
New Home
Onboarding
Sales Handoff Word SFDC
Kick off and Goal Setting Word SFDC/GS
Implementation/Activation Separate tools sfdc
Training No LMS/DW
Review Performance and Progress No SFDC/GS
Ongoing
Relationship
Time-based
Moments
Monthly Performance and Progress Review Ad Hoc SFDC
QBR Email GS
NPS/Customer Satisfaction Survey No GS
Periodic Usage Assessment No GS
Renewal Inconsistently SFDC
Event-based
Moments
Support Cases Poor Quality SFDC
Risk Email GS
Anomaly in usage or performance Separate tools GS/DW
Anomaly in engagement or satisfaction Separate tools GS/DW
Pertinent feature release No GS/DW

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Data!

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Driving Alignment through Governance
Governance
Exec
Prod and
Ops
Customer
Success
Sales &
Marketing
Biz Ops &
Finance
Workstream
# 1
Workstream
# 2
Workstream
# n
Sponsorship,
shared priorities,
ongoing data
governance and
coordinated
projects

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Alignment Outcomes: Coordination and New Capabilities
Product
• Product Release
Management
• Ongoing
Feature Usage
Marketing
• Customer
Advocacy
• Customer
Marketing
Sales
• Trial Conversion
• Upsell and
Cross Sell
Signals
Finance
Data Value,
Quality
&
Governance
• Improved
forecasting &
decision making

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Retention Objective to Tool Mapping
Tool
Business
Objective
Value
Driver
Retention
Increase
Reliability
Playbooks
Auto CTAs
Improve CSAT
& Interactions
Customer360
SFDC Widgets
Milestones &
Events

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Growth Objective to Tool Mapping
Tool
Business
Objective
Value
Driver
Growth
Increase Sales
to Customers
DW Data
Value
Segmentation
Increase Value
of Customers
SFC Widgets
DW Data
Snapshots

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Growth Objective to Tool Mapping
Tool
Business
Objective
Value
Driver
Scale
Decrease Low
Value Activity
Customer360
Marketo
Integration
Coordinate High
Value Activity
Value
Segmentation
DW Data
Success Plans

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Child-like Joy
©2015 Gainsight. All Rights Reserved.
Daniel Oberes
Director of Customer Analytics
doberes@marinsoftware.com
Questions?!