Presented at Resultados Digitais RD Summit in Brazil October 2015 The Secret to Rapid Growth in Any Market: Take your company to the next level with Customer Success

1. THE SECRET TO RAPID GROWTH IN
ANY MARKET
Lincoln Murphy, Founder, Sixteen Ventures
Customer Success Strategist, Gainsight
Take your company to the next level
with Customer Success
Presented at:

2. Lincoln Murphy
@lincolnmurphy

5. For a Deep-Dive on Customer Success
http://sixteenventures.com/rdsummit

6. Gol!!!!
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7. “The purpose of business is to
create and keep a customer.”

8. The initial sale is critical, but
it’s just the tip of the iceberg

9. What is Customer Success?
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10. Customer Success is when
your customers achieve their
Desired Outcome through
their interactions with your
company.
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11. Copyright © 2015 Sixteen Ventures. All rights reserved.

12. Why is Customer Success
something you should care
about?
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13. David Skok
Matrix Partners
http://www.forentrepreneurs.com/why-churn-is-critical-in-saas/
Customer Success
Drives First-order
Growth

14. Source: http://www.saastr.com/its-not-just-cltv-its-your-trgcltv-that-matters-total-all-in-revenue-generated-by-your-customer/
Customer Success Drives Second-order Growth

15. 0x
5x
15x
20x
EV/RevenueMultiple
Dollar Net Renewal Rate
60% 70% 80% 90% 100% 110% 120%
Source: Altimeter and FactSet 10/2014
10x 7X
15X
CSM Drives Third-order Value

16. It’s too important to be
thought of as “post-sale” or be
left to chance.
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17. How is Customer Success
different than what most
companies normally do?
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18. Copyright © 2015 Sixteen Ventures. All rights reserved.

19. Copyright © 2015 Sixteen Ventures. All rights reserved.

20. Customer Success is Transformational
1. Acquire the Best Customers
2. Engage & Deliver Value Quickly
3. Expand Their Investment
4. Mobilize your Advocates
5. Retain & Renew Customers
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21. 1. ACQUIRE THE RIGHT
CUSTOMERS
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22. Ready
Willing
Able
Acquisition Efficiency
Success Potential
Expansion Potential
Advocacy Potential
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Ideal Customer Profile

23. Ideal Customer Profile
Ready
Willing
Able
Acquisition Efficiency
Success Potential
Expansion Potential
Advocacy Potential
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24. Success Potential
• Only Acquire Customers with Success Potential
• Technical Fit
• Functional Fit
• Experience Fit
• Support Fit
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25. Use Customer Success to
influence your
Marketing and Sales
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26. “Enter the conversation
already taking place in
your customer’s mind.” –
Robert Collier
Copyright © 2015 Sixteen Ventures. All rights reserved.

27. “Enter the conversation
already taking place in
your customer’s mind.” –
Robert Collier, c1937
Copyright © 2015 Sixteen Ventures. All rights reserved.

28. Copyright © 2015 Sixteen Ventures. All rights reserved.
Customer Success = Their Desired Outcome

29. Copyright © 2015 Sixteen Ventures. All rights reserved.
Customer Success = Their Desired Outcome

30. 2. ENGAGE & DELIVER VALUE QUICKLY
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31. Success Milestones are the
steps required for a customer
to achieve their ever-evolving
Desired Outcome.
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32. Copyright © 2015 Sixteen Ventures. All rights reserved.

33. 3. EXPAND THEIR INVESTMENT
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34. Copyright © 2015 Sixteen Ventures. All rights reserved.
“Customers that take an
upsell offer stay longer”
- McKinsey & Company

35. Copyright © 2015 Sixteen Ventures. All rights reserved.

36. Copyright © 2015 Sixteen Ventures. All rights reserved.
Customer Lifetime Value is the
Key Metric

37. 4. MOBILIZE YOUR ADVOCATES
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38. Copyright © 2015 Sixteen Ventures. All rights reserved.
“Customers that come in
through advocacy stay
longer and buy more.”
- McKinsey & Company

39. Copyright © 2015 Sixteen Ventures. All rights reserved.
“Customers that advocate
for you become stronger
customers themselves.”
- Influitive

40. Copyright © 2015 Sixteen Ventures. All rights reserved.

41. 5. RETAIN & RENEW CUSTOMERS
Copyright © 2015 Sixteen Ventures. All rights reserved.

42. Copyright © 2015 Sixteen Ventures. All rights reserved.
When Customer Success is
operationalized around Desired
Outcome-based Success Milestones,
renewals become a non-issue…
renewals just happen.

43. WHAT ABOUT CHURN?
Copyright © 2015 Sixteen Ventures. All rights reserved.

44. For a Deep-Dive on Customer Success
http://sixteenventures.com/rdsummit

45. “The purpose of business is to
create and keep a customer.”

46. Lincoln Murphy
@lincolnmurphy

47. For a Deep-Dive on Customer Success
http://sixteenventures.com/rdsummit