The customer success industry has evolved over the last few years, largely in part due to our ability to leverage both mature saas ecosystems and mature saas stacks in order to connect data and insights across the entire customer journey. Some thoughts on how you can adjust your success model to accelerate sales velocity - B2B Enterprise focused
4. #SALESMACHINE
Customer Success is Evolving in the
Enterprise
REACTIVE PROACTIVE PREDICTIVE
1994 2001-2004 2014-2015
Build v. Buy
On Premise
Service Licenses
Early
SaaS
Maturing
SaaS
Ecosystems
2006
Early
Pre-Integrated
Ecosystems
2016
Maturing
SaaS
Stacks
Connected &
Accessible
Data Across
Customer Journey
5. #SALESMACHINE
Customer Success Creates an Insight Flywheel
ACQUISITION
ADOPTION
EXPANSION
RENEWAL
Customer Insights Influence Target Segmentation
Customer Success Drives Content Marketing
Advocates Become Your Best References &
Referrals
Accelerate Time-to-Value
Understand Expansion Stakeholders
Build Advocacy
Grow Advocacy Footprint
Support Shift From Vendor to Business Partner
Support Shift From Transactional to Persistent Value
Year Round Expansion Creates Automatic Renewals
7. #SALESMACHINE
1) Accelerate Time-To-Value
Onboarding Time Matters
More Than Ever in a
Predictive Customer
Success World
• Introduce express programs to
accelerate adoption
• Upfront alignment on key
milestones
• Line up data to measure
against client stated goals
8. #SALESMACHINE
Onboarding Time Matters
More Than Ever in a
Predictive Customer
Success World
• Introduce express programs to
accelerate adoption
• Upfront alignment on key
milestones
• Line up data to measure
against client stated goals
1) Accelerate Time-To-Value
Partner Programs
Internal Professional Services
Start-up GTD
9. #SALESMACHINE
Onboarding Time Matters
More Than Ever in a
Predictive Customer
Success World
• Introduce express programs to
accelerate adoption
• Upfront alignment on key
milestones
• Line up data to measure
against client stated goals
1) Accelerate Time-To-Value
Ecosystem Connections
Data Visualization & Access to New
Insight
Workflow Automation or Management
Key User Adoption
Material Affect to Business Outcome
10. #SALESMACHINE
Onboarding Time Matters
More Than Ever in a
Predictive Customer
Success World
• Introduce express programs to
accelerate adoption
• Upfront alignment on key
milestones
• Line up data to measure
against client stated goals
1) Accelerate Time-To-Value
Template Reports For Each Standard
Business Outcome e.g. -
{Engagement | Lead Gen | Influence |
Feedback}
11. #SALESMACHINE
1) Accelerate Time-To-Value
Research Buy Onboard Use
Onboarding Time Matters
More Than Ever in a
Predictive Customer
Success World
• Introduce express programs to
accelerate adoption
• Upfront alignment on key
milestones
• Line up data to measure
against client stated goals
13. #SALESMACHINE
2) Early Expansion Stakeholder Mapping
Map the Org Relative
to Onboarding
Kickoff
Learning
Backend
Technical
Vendor
Alignment
Internal
Change
Enablement
Internal
Process
Alignment
TTV Signoff
14. #SALESMACHINE
2) Early Expansion Stakeholder Mapping
Map the Org Relative
to Onboarding
• Include if/then project
teams upfront
• Define green and red
escalation paths
• Build growth targets as
a part of onboarding
Immediate
Project Team
If/Then Inclusions
EscalatorsExtended Budget
Owners
Technical
Creative
Project
Owners
Cross-Functional
Stakeholders
Executive
Influencers
15. #SALESMACHINE
2) Early Expansion Stakeholder Mapping
Extended Budget
Owners
Technical
Creative
Project
Owners
Cross-Functional
Stakeholders
Executive
Influencers
Expansion
References
Expansion
Targets
Map the Org Relative
to Onboarding
• Include if/then project
teams upfront
• Define green and red
escalation paths
• Build growth targets as
a part of onboarding
16. #SALESMACHINE
2) Early Expansion Stakeholder Mapping
Map the Org Relative
to Onboarding
• Include if/then project
teams upfront
• Define green and red
escalation paths
• Build growth targets as
a part of onboarding
Proof-of-
Concept
Conversion
License
Consumption
vs.
17. #SALESMACHINE
3) Customer Success Drives Content Marketing
Case Studies, with White
Papers shortly behind, are the
highest performing content tools
in marketing
DGR 2015 Report
18. #SALESMACHINE
Case Studies, with White
Papers shortly behind, are the
highest performing content tools
in marketing
DGR 2015 Report
Case
Study CTA
• Include Case Study/Reference
requests automatically in your
license consumption adoption plan
Reference
CTA
3) Customer Success Drives Content Marketing
19. #SALESMACHINE
4) Right Use Cases Breed Healthy Pipelines
Customer Success helps weed
out use cases that are:
• Poor overall fit
• High long-term cost to
manage
• No/Low expansion
opportunity
• No/Low renewal opportunity
And identifies champions and
advocates to be the face of your
brand.
20. #SALESMACHINE
4) Right Use Cases Breed Healthy Pipelines
Customer Health Scores
help determine focus.
Based on a mix of:
• Usage behavior
• Support engagement
• NPS & QBR feedback
21. #SALESMACHINE
Product & Business
Level Data
Elevates the Customer Success
Conversation
Enhances Product
Roadmap & Overall Mutual
Value
5) The Shift to Business Partner is @ Loyalty &
Trust
Hooking & impersonating a queen triggerfish
Picture taken with an actual camera
@me | 2x cco | 1x cmo | #custexp advocate | Author
I work at a company called DoubleDutch – we are applying digital marketing principles to the physical world of events through the science of live engagement marketing…. Offering a new generation of data marketers have never had access to before.
The sooner you have access to the data, the sooner you can leverage data to accelerate success and expansion
The sooner you have access to the data, the sooner you can leverage data to accelerate success and expansion
The sooner you have access to the data, the sooner you can leverage data to accelerate success and expansion
The sooner you have access to the data, the sooner you can leverage data to accelerate success and expansion
The sooner you have access to the data, the sooner you can leverage data to accelerate success and expansion
Cannot stress how critically important it is to have internal alignment on what information will be passed from stage to stage. (marketing – sales – success – support)
Mar 14-18 GDC
Mar 25 Zuck announces acquisition $2B, 18 months after it was funded on Kickstarter, and before it ever shipped product, a $1,500 handset
Mar 14-18 GDC
Mar 25 Zuck announces acquisition $2B, 18 months after it was funded on Kickstarter, and before it ever shipped product, a $1,500 handset