This session will take you through our Account Management Practice and share some real-life case studies demonstrating how we hit target sales quota by 2-3x and achieved maximum strategic account objectives within the desired timeline. We will look at various aspects of a successful Customer Account Management framework like - Customer onboarding process - Kickoff meetings - Routine engagement health check-ins - Invoicing and collections management - Satisfaction surveys and testimonials management - Complaint and grievances management - Contract renewals and extensions. - Opportunity exploration via researching client’s organisation, industry, seeking references, social media listening etc. - Evangelizing client via social, digital marketing and event participations.

2. Growing your Drupal Business via
Strategic Account Management Framework
Piyush Poddar

3. Hello!

4. Piyush Poddar
● Director, Professional Services at Axelerant
Technologies, Inc.
● Developer, Architect, Manager, Biz Dev & Account
exec, Account Manager etc.. - Since 1997.
● Drupaler since 8 yrs
● Live in Jaipur, India
● Twitter.com/piyushpoddar

5. Why Account Management
● Proactively identify account risk
● Reduce customer churn
● Increase Customer Lifetime Value.
● Generate leads for expansion.
Research shows that 70 percent of buying experiences
are based on how the customer feels they are being treated

6. A Strategic Account Management
Framework for Customer Success

7. Case Study
● Started as a “Small Tier” customer in Dec 2014
● Shared Drupal Support of their existing platform
● Dedicated Account Manager, Customer Success
Manager & Product Owner.
● From shared support to dedicated.
● From minor enhancements to Epics & multiple projects.
● Multiple development value streams.
● “Strategic Tier’ Customer.
● ARR growth 890% compared to first year.
● High CHI (8.3) & NPS score.
World Organization of
the Scout Movement
Strategic Account Management

8. Know your customer
More than just projects.
● Customer Facts
● Customer Policies
● Customer markets & our business
● Customer financial performance
● Customer Buying Process

9. Segment your Customer Accounts
Selection criteria categories
Customer Outcome based Customer Need based Customer Attribute based
● Hard or quantitative factors
● Outcomes based on business
you can do with customers
like Purchase, Margin,
Contribution, Profit etc.
● Factors that reflect the
customer, like Turnover,
Growth in their market etc.
● Qualitative but specific &
measurable
● Likelihood of your company’s
retaining their business
● Factors that reflect your
strategy like Global
Presence, Dedication to
compatible platforms, etc.
● Indicates future relationship
with your company
● Softer than other two
categories, but assessable
● Factors that dictate how
customer might behave in future
like decision-making structure,
attitude towards relationship,
keenness to pay for value etc.

10. Segment your Customer Accounts
Some Popular Criterias
● Contract value
● ARR/Revenue potential
● Strategic Fit
● Brand value
● Industry/Vertical

11. Segment your Customer Accounts
Scoring based on criteria & strategic weightage
Tier 1 ( Strategic )
Score : 850 - 1000
Tier 2 ( Standard )
Score : 600 - 849
Tier 3 (Small )
Score : 200 - 599

12. Strategic Account Management Organisational Structure

13. Strategic Account Management Organisational Structure
Account Management Organisation
● Director of Account Management
● Account Manager
● Customer Success Manager
● Director of Customer Success
● Executive Sponsor
○ Typically C-suite or VP
Customer Organisation
● Executive Decision Maker
● Adoption Champion : Mid-level Manager
● Others

14. Account Management Artefacts

15. Account Risk Register

16. Strategic Account Plan
Strategic Account Plan enable Account Management & Customer Success Teams to
collaboratively develop, track & realize the strategic plan for their customers.
Plan may include joint or internal goals, to help ensure your customers keep growing with
your services.

17. Account Score Card
Scorecards help quantify & easily track the health of customer
● Summarized Health view of engagement
● A combination of metrics - both quantitative & qualitative
● Signals whether the customer is likely to stay, expand their use, or if they're going to
churn
● Includes indicators for
○ Updated risk status across 8 categories
○ Customer survey scores ( NPS & CHI )
○ Other data points

18. Customer Lifecycle Stages
New Customer Onboarding Adoption Advocacy

19. New Customer Onboarding Adoption Advocacy
Customer Lifec ycle Stages

20. Customer
Lifecycle
ACTIVITY : Sales Handoff
New Customer Onboarding Adoption Advocacy
● CRM Updation
● Opportunity Evaluation & other contract documents
handed over
● Account Manager & Customer Success Manager’s
assigned
Participants
Sales & Account Management Group
Frequency
Once

21. Customer
Lifecycle
ACTIVITY : Kickoff Meeting
New Customer Onboarding Adoption Advocacy
● Company Introduction & Partnership overview
● Engagement & Communications process
● High Level Engagement Schedule
● Synopsis of tools & operational dynamics
● Engagement Scope & Deliverables
● Assumptions & Risks
● Account Management & Customer Success Team.
● Invoicing & collection schedules / expectations
● Seek Business Challenges Index
● Success Plan creation initiated with Customer Inputs
● Next Steps
Participants ( Company )
Account Manager ( Lead ) , Customer
Success Manager, Exec Sponsor,
Account Manager/ Customer Success
Leader(s)
Participants ( Customer )
Product Owner, Executive Sponsor, …
Medium
Video Conferencing

22. Customer Lifecycle
Subtitle here
New Customer Onboarding Adoption Advocacy

23. Customer
Lifecycle
ACTIVITY : Technical Onboarding
New Customer Onboarding Adoption Advocacy
Participants ( Company )
Customer Success Manager
● Systems Onboarding
● Preparation of Strategic Account Plan ( Account
Engagement or Action Plan )
○ Goals & Objectives of the customer
○ Action plan for achieving each of customer goals.
○ To stop reacting, & proactively manage the
customer to keep & grow the relationships &
revenues
● CSM sends update to all parties ( Customer product
owner, Executive Sponsor & any other involved)
involved at the end along with a Welcome Kit

24. Customer Lifecycle
Subtitle here
New Customer Onboarding Adoption Advocacy

25. Customer
Lifecycle
ACTIVITY : Regular Account Review ( Internal )
New Customer Onboarding Adoption Advocacy
● Account Scorecard & Customer Adoption Trend
● Business Challenges & Risks tracked.
● Strategic Account Plan review
● Customer Happiness Index report & NPS report review
● Upcoming Renewals/ Upsell opportunities
Participants ( Company )
Account Manager , Customer Success
Manager
Medium
In Person, Video Conferencing.
Frequency
Tier 1 / Strategic : Weekly
Tier 2 / Standard : Fortnightly
Tier 3 / Small : Monthly

26. Customer
Lifecycle
ACTIVITY : Check In with Customer
New Customer Onboarding Adoption Advocacy
● Strategic Account Plan review
● Review Account Scorecard & other Updates
● Business Challenges & Risks tracked.
● Customer Happiness Index report & NPS report
reviews
● Upcoming Renewals/ Upsell opportunities
Participants ( Company )
Account Manager, Customer Success
Manager
Participants ( Customer )
Adoption Champion
Frequency
Tier 1 / Strategic : Weekly
Tier 2 / Standard : Fortnightly
Tier 3 / Small : Monthly

27. Customer
Lifecycle
ACTIVITY : Executive Business Review
New Customer Onboarding Adoption Advocacy
● Introductions & Company Updates ( Recap since last EBR, Company Growth, Thought
Leadership, Events evangelised, Featured Posts, Community Contributions, )
● Executive Summary
○ Strategic Account Plan Highlights
○ Health & Adaption Highlights
○ Score Card
○ Looking Forward
● Strategic Account Plan Details
○ Plan Objectives
○ Timelines & Status of each objective & tasks
● Continued ...

28. Customer
Lifecycle
ACTIVITY : Executive Business Review
New Customer Onboarding Adoption Advocacy
...continued
● Health & Adoption
○ Account Scorecard & Customer Adoption Trend
● Next Steps
Process
● T - 30 : Schedule Review Meeting
● T - 0 : Conduct 30-45 minutes EBR meeting
● T + 2: Send Thank You Email & Action Plan (post disc.
with task owners)
● T + 2 : Assign actionable tasks or activities to internal
team members, & monitor via Account Review weekly
& Customer Success Review monthly
Participants ( Company )
Account Manager (Lead), Customer
Success Manager, Exec Sponsor,
Account Manager or Customer Success
Leader(s)
Participants ( Customer )
Adoption Champion, Executive Sponsor
Frequency
Tier 1 / Strategic : Quarterly
Tier 2 / Standard : Semi Annually
Tier 3 / Small : Annually

29. Customer
Lifecycle
ACTIVITY : Executive Check-in
New Customer Onboarding Adoption Advocacy
● Our President/Directors/VP’s & other senior leaders
from across departments are assigned as Executive
Sponsors to strategic accounts.
● Objectives
○ To uncover latent challenges in our strategic
accounts
○ To maintain Exec level Repo with Customer
Executive Decision-Maker via frequent check ins
○ To allow cross departmental visibility & oversight
on core customer success health
Participants ( Company )
President/ Directors / VPs
Participants ( Customer )
Executive Decision Maker
Medium
In person, phone call
Frequency
Tier 1 / Strategic : Monthly
Tier 2 / Standard : Quarterly
On Demand by A/M or CSM.

30. Customer
Lifecycle
ACTIVITY : Customer Exec Sponsor Tracking & New Sponsor Buy-in
New Customer Onboarding Adoption Advocacy
Participants ( Company )
Exec Sponsor, Director of Account
Management, Account Manager &
Customer Success Manager
Participants ( Customer )
Customer Exec, Adoption Champion
● To uncover latent challenges in our strategic accounts
● To maintain Exec level Repo with Customer Executive
Decision-Maker via frequent check ins
● To allow cross departmental visibility & oversight on
core customer success health.
● Track Sponsors via check-in calls, monitor social
(LinkedIn, Twitter, & other channels) for signals.
● Invite new sponsor for Introduction & Overview Call
○ Introduction & Partnership overview
○ Strategy Alignment Overview

31. Customer
Lifecycle
ACTIVITY : Skip level meetings with team ( Internal)
New Customer Onboarding Adoption Advocacy
Participants ( Company )
Company Director of Account
Management, each account or group
team members other than their
managers
Frequency
Monthly
Focus on opening & sustaining lines of communication
● How are things?
● Any challenges?
● Scope of improvements?
● What do we want to change?

32. Customer
Lifecycle
ACTIVITY : Internal Risk Meetings
New Customer Onboarding Adoption Advocacy
Participants ( Company )
Director of Account Management ,
Account Managers, All 8 Risk owner
Execs
Frequency
Weekly
Review of 8 Risk Categories across the company with focus
on High Risk Items
Account Managers ensure that the Risk Owners understand
the use cases behind relevant risks & have an action or
timeline plan to resolve these
Action points are inputs to the Strategic Account Plan

33. Customer
Lifecycle
ACTIVITY : Customer Surveys - NET PROMOTER SCORE
New Customer Onboarding Adoption Advocacy

34. Customer
Lifecycle
ACTIVITY : Customer Surveys - NET PROMOTER SCORE
New Customer Onboarding Adoption Advocacy

35. Customer
Lifecycle
ACTIVITY : Customer Surveys - NET PROMOTER SCORE
New Customer Onboarding Adoption Advocacy

36. Customer
Lifecycle
ACTIVITY : Customer Surveys - NET PROMOTER SCORE
New Customer Onboarding Adoption Advocacy
0 - 6 are Promoters : loyal customers & a great source of referrals
7 - 8 are Passive : satisfied with the service but are susceptible to competitors
9 - 10 are Detractors : unhappy customers & can damage your brand
A score of greater than 50 is excellent, although it’s possible to have a negative score as well

37. Customer
Lifecycle
ACTIVITY : Customer Happiness Surveys
New Customer Onboarding Adoption Advocacy
Surveying customers for their happiness at
critical points during the customer lifecycle is a
great way to collect & quantify customer loyalty
metrics
CHI = Satisfaction Score (1-10) + [Loyalty
(Percentile within Organization)/10] + Propensity
to Recommend/NPS

38. Customer Lifecycle
Subtitle here
New Customer Onboarding Adoption Advocacy

39. Customer
Lifecycle
New Customer Onboarding Adoption Advocacy
All Adoption Activities plus
● Renewal / Negotiation meetings
● Referal programs ( incentivized)
● Invite Customer to Key events

40. Account Management Metrics
”If you can’t MEASURE it,
you can’t manage it”
- Peter Drucker

41. Account Management Metrices
● Leading Indicators of Renewals
○ Renewals Eligible This Quarter
○ Net # of clients moved into Green or Lime
○ Net Promoter Score
○ CSAT (Customer Satisfaction Survey)
○ Renewals Eligible this Quarter
● Leading Indicators of Expansion
○ Customer Lifetime Value
○ CSM qualified Upsell Opportunities by
Customer Tier
○ Account Management qualified upsell
Opportunities by Customer Tier
○ Upsells Eligible This Quarter
● Leading indicators of New Business
○ # of Sales References
○ # of Case Studies
○ # of Prospect Meetings that the CSM
joined & after which the prospect signed
a deal with us
○ # of Opportunities generated through
Referrals
● Retention
○ Customer Churn Rate
○ Gross Renewal Rate
● Cost Metric:
○ Cost per $ of renewal; cost per $ of upsell

42. Account Management Metrices
● Life Time Value (LTV) = “(Average Value of a Sale) X (Number of Repeat
Transactions) X (Average Retention Time in Months or Years)”
● Customer Acquisition Cost ( CAC )
● Customer Churn
● Customer Service Satisfaction Rating ( CSAT )
● Net Promoter Score (NPS)
Most Important Metrices

43. Account Management Metrices
Visual Representation

44. Account Management Metrices
Visual Representation
NPS vs. Revenue ( ARR )
$950k $895k
$102
k
$1,700k $1,410k
$149
k
$1,240k $1,800k
$267
k
Detractors
Passives
Promoters
Metric
Service A
Service B
Service C

45. Recommended Readings & Credits
● Customer Success: By Nick Mehta, Dan Steinman & Lincoln Murphy
● Key Account Management: The Definitive Guide by Malcolm McDonald & Diana
Woodburn
● The Challenger Sale: How to Take Control of the Customer Conversation by
Matthew Dixon & Brent Adamson
● Gainsight.com
● helpscout.net/blog
● Zendesk.com

46. Questions?

47. JOIN US FOR
CONTRIBUTION SPRINTS
First Time Sprinter Workshop - 9:00-12:00 - Room Wicklow 2A
Mentored Core Sprint - 9:00-18:00 - Wicklow Hall 2B
General Sprints - 9:00 - 18:00 - Wicklow Hall 2A

48. Evaluate This Session
THANK YOU!
events.drupal.org/dublin2016/schedule
WHAT DID YOU THINK?