Introducing Value3D – How Gainsight Discovers, Delivers, and Demonstrates Value
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Learn how Gainsight identifies business need during the sales cycle, delivers business value throughout the customer lifecycle, and demonstrates value to drive retention, expansion, and advocacy. Along the way, see how you can adapt the Value3D framework to drive customer success in your organization.
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Introducing Value3D – How Gainsight Discovers, Delivers, and Demonstrates Value
- 1. Value3D: Value Discovery, Delivery, & Demonstration
- 2. Today’s Agenda 1. Quick Introduction 2. What is Value3D? 3. How We Use Value3D at Gainsight 4. Q&A
- 3. I’m Julia Guyadeen – nice to meet you! Focus Areas at Gainsight: ● Product Management ● Customer Success Operations ● Go-To-Market Strategy Contact: ● jguyadeen@gainsight.com
- 5. Value Discovery, Delivery, and Demonstration A cross-functional initiative to: 1. Discover Value levers during the sales cycle 2. Deliver Value throughout the customer lifecycle 3. Demonstrate Value to drive expansion and advocacy
- 6. Value3D – Cross-Functional Impact Enable customer to roll out recommended business processes Demonstrate ROI and capture as advocacy/expansion Sell value over features Solidify and consistently message our value proposition Identify key business challenges during sales cycle DeliveryDiscovery Demonstration
- 7. Value3D – Cross-Functional Impact Enable customer to roll out recommended business processes Sales Demonstrate ROI and capture as advocacy/expansion Sell value over features Solidify and consistently message our value proposition Marketing/PMM Services + CSM Identify key business challenges during sales cycle DeliveryDiscovery Demonstration
- 8. Value3D – Assessing Cross-Functional Impact Discovery Delivery Demonstration Teams Tools Impact
- 9. Why Is a Framework Helpful? 1. Align efforts across teams 2. Create common vocabulary 3. Generate momentum
- 10. How Gainsight is Using Value3D
- 11. Value3D – Cross-functional Impact Discovery Delivery Demonstration Teams Tools Impact
- 12. Value3D – Cross-functional Impact Discovery Delivery Demonstration Teams Tools ● Sales ● Marketing, PMM ● Adjust positioning ● Sell business value ● 5 Pillars of CS ● Discovery guide ● Business challenges slides ● ROI estimator Impact
- 13. Value3D – Cross-functional Impact Discovery Delivery Demonstration Teams Tools ● Sales ● Marketing, PMM ● Services ● CSMs, CSAs ● Adjust positioning ● Sell business value ● Adjust onboarding ● Develop content ● 5 Pillars of CS ● Discovery guide ● Business challenges slides ● ROI estimator ● Business process mapping ● Configuration documentation ● SFDC Field ● Success Plans Impact
- 14. Value3D – Cross-functional Impact Discovery Delivery Demonstration Teams Tools ● Sales ● Marketing, PMM ● Services ● CSMs, CSAs ● CSMs, R&E, Sales ● Marketing ● Adjust positioning ● Sell business value ● Adjust onboarding ● Develop content ● Track progress ● Prep for value discussions ● 5 Pillars of CS ● Discovery guide ● Business challenges slides ● ROI estimator ● Business process mapping ● Configuration documentation ● SFDC Field ● Success Plans ● Success Plans ● Reporting ● Updated QBR deck Impact
- 15. Company-wide Engagement Marketing: Website content and structure; ROI case studies Product Marketing: Positioning, Sales collateral, and training Sales: Value selling strategy and business challenge tracking CSM: Business process roll-out documentation + Success Plans Services: Implementation implications of business process focus Product Management: Building out Gainsight Vault to help scale
- 16. Talking About Our Value
- 17. 5 Pillars of Customer Success
- 18. Consistent Messaging – 5 Pillars on Our Website
- 20. ©2015 Gainsight. All Rights Reserved. Business Challenges 1. We have accounts we can’t touch with manual outreach but need proactive attention 2. We are seeing customer satisfaction issues due to poor hand-offs from sales to CSM 3. We spend too much time preparing for Executive Business Reviews 4. CSMs have too many repetitive interactions with customers 5. It takes customer-facing team members too long to prepare for customer meetings 6. We need to increase the ratio of accounts a CSM can handle to make CSM more cost effective OPERATIONALIZE Customer Lifecycle MANAGE Customer Risk DEMONSTRATE Value DRIVE Expansion & Advocacy ENABLE Cross-Functional Visibility 5 Pillars of Customer Success
- 21. ©2015 Gainsight. All Rights Reserved. Business Challenges 1. We don’t know which accounts are at risk, and which we can impact or de-prioritize 2. We are seeing churn due to low adoption 3. We are seeing churn due to low-value adoption (e.g. not using new or advanced features) 4. We are seeing churn due to functionality gaps in the product 5. We are seeing churn due to product stability or quality issues 6. We are seeing churn due to poor customer satisfaction 7. We are seeing churn due to loss of our key customer champion 8. We are seeing churn due to customer service issues 5 Pillars of Customer Success OPERATIONALIZE Customer Lifecycle MANAGE Customer Risk DEMONSTRATE Value DRIVE Expansion & Advocacy ENABLE Cross-Functional Visibility
- 22. ©2015 Gainsight. All Rights Reserved. Business Challenges 1. We don’t have a consistent way to track customers’ goals throughout their lifecycle 2. We don’t have a scalable way to show customers how they use our product/service 3. We are seeing churn due to customers not seeing ROI or business value 4. We need to give management visibility into CSM efforts and impact 5. We need a way to report on retention, upsell, and churn 6. We need a way to forecast retention, upsell, and churn 5 Pillars of Customer Success OPERATIONALIZE Customer Lifecycle MANAGE Customer Risk DEMONSTRATE Value DRIVE Expansion & Advocacy ENABLE Cross-Functional Visibility
- 23. ©2015 Gainsight. All Rights Reserved. Business Challenges 1. We don’t know which customers to use as references and in marketing activities 2. We have no way to track our sponsors as they go to new companies in a scalable way 3. We don’t know which customers are trending toward needing more capacity 4. It’s too manual for us to spot customer overages 5. We don’t know which customers are good candidates for upsell 6. We don’t know how to turn happy customers into advocates 5 Pillars of Customer Success OPERATIONALIZE Customer Lifecycle MANAGE Customer Risk DEMONSTRATE Value DRIVE Expansion & Advocacy ENABLE Cross-Functional Visibility
- 24. ©2015 Gainsight. All Rights Reserved. 1. Our field reps and execs are sometimes blindsided by customer risks 2. Our sales reps and account managers are sometimes blindsided by customer risks during a sales cycle 3. We don’t have a consistent view of customer health across our company 4. We don’t know what’s driving risk and success in our customer base 5. We need a way to track customer relationships across complex customers, multiple products Business Challenges 5 Pillars of Customer Success OPERATIONALIZE Customer Lifecycle MANAGE Customer Risk DEMONSTRATE Value DRIVE Expansion & Advocacy ENABLE Cross-Functional Visibility
- 25. ©2015 Gainsight. All Rights Reserved. We don’t have a consistent way to track customers’ goals throughout their lifecycle We don’t have a scalable way to show customers how they use our product/service We are seeing churn due to customers not seeing ROI or business value We need to give management visibility into CSM efforts and impact We need a way to report on retention, upsell, and churn We need a way to forecast retention, upsell, and churn We don’t know which accounts are at risk, and which we can impact or de- prioritize` We are seeing churn due to low adoption We are seeing churn due to low-value adoption (e.g. not using new or advanced features) We are seeing churn due to functionality gaps in the product We are seeing churn due to product stability or quality issues We are seeing churn due to poor customer satisfaction We are seeing churn due to loss of our key customer champion We are seeing churn due to customer service issues Our field reps and execs are sometimes blindsided by customer risks Our sales reps and account managers are sometimes blindsided by customer risks during a sales cycle We don’t have a consistent view of customer health across our company We don’t know what’s driving risk and success in our customer base We need a way to track customer relationships across complex customers, multiple products We have accounts we can’t touch with manual outreach that need proactive attention We are seeing customer satisfaction issues due to poor hand-offs from sales to CSM We spend too much time preparing for Executive Business Reviews CSMs have too many repetitive interactions with customers It takes customer-facing team members too long to prepare for customer meetings We need to increase the ratio of accounts a CSM can handle to make CSM more cost effective We don’t know which customers to use as references and in marketing activities We have no way to track our sponsors as they go to new companies in a scalable way We don’t know which customers are trending toward needing more capacity It’s too manual for us to spot customer overages We don’t know which customers are good candidates for upsell We don’t know how to turn happy customers into advocates Business Challenges OPERATIONALIZE Customer Lifecycle MANAGE Customer Risk DRIVE Expansion & Advocacy ENABLE Cross-Functional Visibility DEMONSTRATE Value 1 2 3 4 5 6 1 2 3 4 5 6 7 8 1 2 3 4 5 6 1 2 3 4 5 1 2 3 4 5 6
- 26. ©2015 Gainsight. All Rights Reserved. Challenge: We spend too much time preparing for Executive Business Reviews Feature: Scorecards Lifecycle Management: Executive Business Reviews Benefits • Create up to date presentations, QBR reports, or executive reviews to drive renewals, retention and up-sell opportunities • Customized, branded templates to ensure consistency • Receive editable presentations conveniently in your inbox with real-time information Drive efficiency by reducing the amount of time a resource spends preparing EBRs Business Impact Benefits Business Impact Features: C360, Success Plan, Success Snapshots
- 27. Supporting Tools & Resources
- 28. ©2015 Gainsight. All Rights Reserved. Easy Sales to Post-Sales Hand Off
- 29. ©2015 Gainsight. All Rights Reserved. Success Plans in Gainsight Success Plans created based on Business Challenges identified by Sales
- 30. ©2015 Gainsight. All Rights Reserved. Documentation for Each Business Challenge support.gainsight.com
- 31. Next Steps and Takeaways
- 32. ©2015 Gainsight. All Rights Reserved. Next Steps for Gainsight’s Value3D Efforts • Adjust implementation approach to closer align with Value3D • Get systematic about calculating and tracking hard ROI • Evolve customers’ goals over time • Iterate
- 33. ©2015 Gainsight. All Rights Reserved. Key Takeaways • Gainsight is using Value3D to drive success for our customers and our business • Assigning an owner and aligning around a framework can help a cross-functional effort succeed • Surfacing early how teams will be impacted is key to success • Developing supporting collateral drives internal alignment and consistent messaging to customers • Effective hand-offs are key to Value3D succeeding
- 34. Questions? Julia Guyadeen – jguyadeen@gainsight.com