Are you a Customer Marketer who's tired of seeing the same canned demos, collateral and ROI models fall flat with prospects? Gainsight’s CCO Allison Pickens and Head of Customer Marketing Will Robins as they talk about the Customer-led Selling methodology that’s shining the spotlight on Customer Marketers and changing the way salespeople interact with prospects.

1. Allison Pickens
Chief Customer Officer
Growth in the Age of the Customer:
How Customer Success Drives Sales and
Advocacy
Will Robins
Head of Customer Marketing

2. It’s a new world
Your customers have more
power than ever before

3. The Buyers Journey in the
Age of the Customer
Starts with
a Google
Search

4. The Buyers Journey in the
Age of the Customer
Continues
with public
reviews
and analyst
research

5. The Buyers Journey in the
Age of the Customer
Then, a
conversation
with a friend or
colleague
What partners did
you work with?
Hey, saw that you’re
in a similar field…
How did you
solve your
challenges?
What was it like
when you worked
with them?
Who would you
recommend?

6. Then Your “First” Sales Conversation
I’m excited to
introduce you
to the market
and our
business

7. Then Your “First” Sales Conversation
I’m excited to
introduce you
to the market
and our
business
I’ve already
spoken to two of
your customers

8. Then Your “First” Sales Conversation
I’m excited to
introduce you
to the market
and our
business
I’ve already
spoken to two of
your customers,
three of your
churned
customers

9. Then Your “First” Sales Conversation
I’m excited to
introduce you
to the market
and our
business
I’ve already
spoken to two of
your customers,
three of your
churned
customers, read
hundreds of
online reviews

10. Then Your “First” Sales Conversation
I’m excited to
introduce you
to the market
and our
business
I’ve already
spoken to two of
your customers,
three of your
churned
customers, read
hundreds of
online reviews
and spoke to my
analyst, so…

11. Customer Success is the
Difference Between…
… I’m excited!
Let’s continue!
… I’m going with
a competitor.

12. Revenue Growth Models

13. Sales
Revenue Growth Models

14. Sales Land / Expand
Revenue Growth Models

15. Sales Land / Expand Customer Success
Revenue Growth Models

16. Lead
Opportunity New Customer
Successful
Customer

17. Lead for Expansion
Lead for New Logo
Lead for Renewal

18. Sales Land / Expand Customer Success
Revenue Growth Models

19. Our Mission
Partner with our clients to deliver
predictable outcomes and experiences for
their clients and sustainable growth for
their business

20. Platform Expertise Community

21. Gainsight Powers Customer Success At
Source: * PWC Global 100 software study; ** Bessemer Cloud Index
67%
TopSoftware
Companies*
49%
PubliclyTraded
CloudCompanies**
Global 2000
Brands
Industry
Leaders

22. My Inbox

23. 166K views

24. Customer SuccessAdvocate
Marketing
Will Robins

25. Take Advocacy to the Next Level
Structure Yourself for Success
Develop the Processes and Enable with Technology
Track the Results
1
2
3

26. Allison Pickens
CCO
VP
Prof Services
VP
Client Outcomes
Sr Director
Solution & Data
Architecture
Sr Director
Technical Services
(India)
VP
CS Operations
Technical Success
(Support)
Business
Operations
Customer Marketing
Customer Marketing in Customer Success
Structure1

27. Customer Success
Qualified Advocacy
(CSQAs)
Pipeline Influenced
by Advocacy
Pipeline Sourced
from Advocacy
Strive for Impactful Metrics
Total CSQAs this quarter
% of customers that
advocated this quarter
Pipeline and Won ARR
influenced by Sales
References
Lift in win rates and days
to close when Sales
references occur
Pipeline and Won ARR
from:
- Referrals
- Repeat customers
- Returned customers
- Customer-generated
content
Structure1

28. For enterprise, 1
CSQA per 4 accounts
per quarter
Customers participate in:
- Sales references
- Co-hosted webinars
- Co-authored blogs
- Speaking events
- Case studies
- Online reviews
- Referrals
Advocacy Target for CSMs
Comprises 1/3 of
CSM variable comp
Structure1

29. Gainsight for Advocacy
Drive Growth with Customer Success
Discover Mobilize Track
successful
customers and
potential
advocates
advocates to
take part in
growth driving
activities
advocate
activity and
impact on
growth
Process2

30. Discover Advocates at Scale
Scorecards
Identify successful customers and track their referenceability
Voice of Customer
Identify advocates via NPS surveys
Process2

31. Mobilize Advocates to Drive Growth
NameDrop
Match the right customer for your
prospect based on relevant metrics
Reference Execution
Reduce time to reference by streamlining
request / fulfillment process
Case Study Surveys
Identify success stories at scale to
streamline success story creation
Process2

32. Track Impact on Growth
Dashboards
Pipeline Influenced through References Won ARR Influenced by References Top Advocates by
Pipeline Influenced
Process2

33. Key Results
Results3
4X
Volume of CSQAs
compared to a
year ago
7 à 1
Days to coordinate a
Sales Reference Call
30%
of Q3 New LogoARR from
Advocacy and Customer
Success-driven leads

34. Key Results
Results3
Top 20% of Sales Reps arranged 3.2X more sales references
compared to bottom 80%
Only fully ramped reps included (>1 year)
Performance normalized against incoming pipeline
2 quarters of data examined

35. Discover Mobilize Track
more advocates
through NPS programs,
health scoring, usage
data, and more
your Customer Success
team with best practice
Playbooks to make
advocacy a reality
advocate activity as a
key part of customer
health, identifying
churn risks early
Influitive with Gainsight
Go Further

36. Key Take-Aways
• Advocacy is a key lever in the Helix
model of revenue growth
• Align closely with Customer Success;
prime the pump for advocacy
• Develop repeatable processes with
technology so advocacy can scale
• Invest in tracking metrics that matter
to justify growth in your team

37. Thank you!
Q&A