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 Track Success and Demonstrate Value to Your Customers - is from Pulse 2014, the biggest Customer Success industry event ever and included panelists from Adobe Echosign, Apttus, Host Analytics
Advanced Machine Learning for Business Professionals
How to Track Success and Demonstrate Value to Your Customers
1. How to Track and
Demonstrate Customer Value
Sue Fellows
Apttus
Allison Holmlund
Host Analytics
Amanda Schmidt
Adobe EchoSign
2. Sue Fellows
Sue has more than fifteen years’ experience in successfully delivering outstanding
customer experiences for global enterprise businesses. Prior to Apttus, Sue was
Vice President of Client Success at Oracle where she led teams that successfully
partnered with customers to increase solution adoption and expansion. Prior to
Oracle, Sue held various leadership roles at RightNow Technologies where she built
and optimized teams in Professional Services, Operations and Client Success
throughout the company’s rapid growth.
Sue is passionate about customer experience and loves connecting with customers to
drive their success.
GVP Customer Excellence,
Apttus
3. Apttus- Customer Success
• Category defining Quote to Cash
Software company focused on driving the
vital business process between the
buyer’s interest in a purchase and the
realization of revenue.
• More than 300 enterprise customers-
segmented by Levels primarily based on
ACV
4. Apttus CSM Org Overview
• Apttus CSM Model
• CSM Focus
• Customer
Management
• Customer Value
• Customer Satisfaction
• Renewals
• Renewals:
• Approx 25% ACV up for
renew this year
• 70% contain auto-renew
clause
• Offer ‘first right of refusal’
to sales team
5. CSM Value to Apttus
CSM Team Metrics:
• Renewal Rate
• Churn Rate
• Customer Health
• Customer Engagement
• NPS/CSAT
• References
• Upsell Opportunities
Activities/Process/Tools:
• CSM Methodology
• Gainsight
• Biggest lever for customer success
• Communication
6. Measuring customer value
Process begins in sales cycle
Flows through implementation
CSMs validate/modify/document business objectives, KPIs and measures
CSMs document baselines and goals
CSMs continuously measure, validate and quantify value
CSMs present results/value via Executive Business Reviews
Apttus also offers a formal benchmarking program designed to assist
customers with benchmarking while also providing industry data
7. Alison Holmlund
Host Analytics
Alison has more than fifteen years of experience in customer facing leadership
positions in fast growing technology companies. Prior to joining the Host
Analytics team, she was with Proofpoint for more than seven years where she
helped grow the company from its pre-revenue stage to $100M in annual
bookings and achieve a subsequent IPO. While at Proofpoint, Alison built out the
technical sales and professional services teams, ran worldwide customer support
and managed a number of sales functions, including account management,
sales development, and sales operations. Alison loves interacting with customers
and helping them to get the most of their investment in cloud technologies.
VP, Customers For Life
8. Host Analytics - Customer Success
• Leader in cloud financial applications including
planning, financial consolidations, reporting
and analytics
• More than 400 enterprise customers, ~40% up
for renewal each year
• 95+% of renewals are manual
• Customers for Life: 19 people, 4 in Customer
Success
10. EPM Improves Performance
Insight: actionableAccountability: across the orgSpeed: faster processes
Inventory savings: +$1MPlanning participants: 150Budget weeks: 123
11. Customer Value Measurement
• Main themes: Save time, have confidence
in your data, be more of a business
partner
• Metrics are computed by customer
success with help from the customer
• Baseline is set during the sales cycle,
assessed during various touch points in
the customer lifecycle
• Metrics are presented in PPT
12. Amanda Schmidt
Adobe EchoSign
Amanda Schmidt is a recognized leader in the high-tech
and SaaS industries, having started or led high
performing Success organizations at companies such
as Mitel, Philips Speech Processing, WebEx,
Coremetrics, InsideView and Marketo. She was voted
‘Most Valuable Senior Manager’ at WebEx, and is
currently VP of Client Success at Adobe EchoSign.
Amanda is passionate about scalable, game-changing
customer technologies and processes, which are the
cornerstone of customer success.
VP, Client Success
13. Adobe EchoSign CS Org
• 1B served!
• 2 M+ Adobe Acrobat digital signatures across
federal government, healthcare, education,
pharmaceuticals and financial services
• More than 30M Users are signing with Adobe
Reader across 800M PC’s and 300M mobile
devices worldwide
• 90% of the contacts are up for renewal each
year with many requiring manual renewals
14. Adobe EchoSign CS Value Measurement
Measurement• Measured on Renewals, Upsells, and
Time-to-Value
• Re-tooled:
-Lowered ratios,
-Now technology enabled with
Gainsight, Influitive and InsideView,
-focused, strategic service delivery
• New onboarding program
15. Adobe EchoSign CS Product Value Measurement
Measurement• Value proposition translates to significant
productivity gains, green initiatives and hard cost
savings.
• CS or Sales computes the metrics and presents
at QBR’s or renewal.
• Over 200 metrics including local, file upload
types, type of signature, integration, etc.
• Presented in PDF, Email, verbally and of course
in EchoSign!
CSM Org Overview (1 min)
- Company/ product overview
- How many customers you have
- What % are up for renewal each year
- What % auto-renew, vs. require manual renewals
- Total CSMs on your team
CSM Org Overview (1 min)
- Company/ product overview
- How many customers you have
- What % are up for renewal each year
- What % auto-renew, vs. require manual renewals
- Total CSMs on your team
Value Measurement of Your Team (1-2 min)
- How your team is measured (renewal rate, cross-sell/ up-sell, etc.)
- Activities/ processes/ technologies that you have deployed to improve this over time (including Gainsight)
- Causation vs correlation insight – which 1 or 2 elements of the program are driving results and improvements, and can you identify causation, or just correlation
Host Analytics customers are transforming their performance. They get tangible and intangible benefits.
Rather than the old 80/20 rule of 80% of your time spent on manual processes and no time for analysis. Companies are flipping that to 20/80.
Speed
They get faster financial processes. One customer, CEA, in the education industry, was able to reduce the time it took to budget from 12 to 3 weeks.
They get more accountability. As you know it’s not about just having finance accountable for the numbers but driving accountability across the organization to cost center managers.
One customer, Axioma (develops sells software to financial institutions) reduced their monthly close from 16 days to 4 days.
Accountability
Advanced Energy was able to include 150 people in its planning process. Some of our customers have more than 500 plan contributors. Groupon drives accountability across their 44 subsidiaries across the globe.
Insights
Enterprises are also getting the insights that they can take action on. Thule, the bike and ski rack manufacturer, saved $1M in inventory costs because they could better match demand with supply with Host Analytics. Mirion Technology, a leading radiation detection device manufacturer, replaced three systems (FRX, Management Reporter and IBM/Cognos) with Host Analytics. After, it was much easier to audit one system rather than three. By doing so Mirion had a single source of the truth which not only improved their insight but also reduced audit costs and time.
There are also intangible benefits. We share in the success of our customers especially when they get promoted as many of our champions have. Like the entire finance team at a Fortune 100 pharma company.
Value Measurement of Your Company’s Product (3-5 min)
- How do you help your customers understand the value they are gaining from your solution
- Which metrics do you use? How have you iterated on this over time?
- Who computes the metrics? When do you present this during the customer lifecycle (during normal customer success discussions, at renewal time, etc?)
- How do you present the metrics? Excel, PPT, email, verbally, etc.
CSM Org Overview (1 min)
- Company/ product overview
- How many customers you have
- What % are up for renewal each year
- What % auto-renew, vs. require manual renewals
- Total CSMs on your team
Value Measurement of Your Team (1-2 min)
- How your team is measured (renewal rate, cross-sell/ up-sell, etc.)
- Activities/ processes/ technologies that you have deployed to improve this over time (including Gainsight)
- Causation vs correlation insight – which 1 or 2 elements of the program are driving results and improvements, and can you identify causation, or just correlation
Value Measurement of Your Company’s Product (3-5 min)
- How do you help your customers understand the value they are gaining from your solution
o For example, Adobe Echosign saves hard costs from paper and sending documents, and also generates more productive employees, simplifying certain signature workflows – how is this quantified for the customer?
- Which metrics do you use? How have you iterated on this over time?
- Who computes the metrics? When do you present this during the customer lifecycle (during normal customer success discussions, at renewal time, etc?)
- How do you present the metrics? Excel, PPT, email, verbally, etc.