Product Management presentation given during #ProductCon Online November 2021 by Gainsight Product Leaders, Denise Stokowski, Group VP of Platform & Products, and Mickey Alon, CTO & Founder.

1. Aligning Product & Customer Success
Teams to Fuel Growth by Gainsight
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Aligning Product
& CS Teams to
Fuel Growth

6. © Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL.
© Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL.
TODAY’S SPEAKERS.
Mickey Alon
Founder & CTO, Gainsight PX
Denise Stokowski
Group Vice President, Platform
Products & PX

7. © Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL.
© Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL.
AGENDA.
Let’s discuss the importance of Product and Customer Success
collaboration in the product-led growth.
1
JOURNEY TO PRODUCT-LED
GROWTH
What’s driving this shift to this new
growth strategy?
RETENTION & EXPANSION
How you can apply a PLG model to
retention & expansion.
PRODUCT + CS PARTNERSHIP
Why does is make sense for CS and
product to team up in today’s
PLG-focused world?
CONTINUING THE DISCUSSION
Q&A
2
3
4

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“
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Using the product as a vehicle
to drive customer acquisition,
retention and expansion.
Turning your product into a growth engine

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© Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL.
THE NEW GROWTH STRATEGY

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© Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL.
Acquisition
Adoption
Retention
Growth
Customer
● Up-sell/cross-sell
● CAC
THE MARKETING FUNNEL
● Market to install base
● Simplified Pricing & packaging
Marketing
Sales Process
Customers
Customer
Acquisition
Investment
Loses
Momentum
THE CUSTOMER FLYWHEEL
VS.

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© Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL.
Acquisition
Adoption
Retention
Growth
Customer
Innovation
PRODUCT LIFECYCLE THE CUSTOMER FLYWHEEL
VS.
● Time to value
● Outcome
● ROPI = GRR, NDR

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In B2B SaaS..
Adoption
Acquisition
Retention
Growth
The Customer
Adoption
Acquisition
Retention
Expansion
The Customer
Adoption
Acquisition
Retention
Expansion
The Customer
PRODUCT-LED
PRODUCT-LED

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“
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Product-led retention and
expansion.
The best cure for churn is product adoption.

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© Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL.
NRR IS YOUR NORTH STAR
“The fastest growing SaaS companies are exceptional
at expanding their existing customers.”
--Openview partners

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© Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL.
90% GRR
A 5% increase in customer
retention can lead to an increase in
profits of between 25%-95%
-Bain & Company

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© Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL.
FOCUS ON THE VALUE GAP
TO UNLOCK EXPANSION
Address discrepancy between what a customer
expects from the product and the value delivered
● Prioritize driving GRR and expansion as
essential part of your roadmap
● Map your customer journey towards outcome
● Measure adoption goals and product KPIs
aligned with success KPIs
Adoption is the strongest predictor for churn,
over 40% of churn use cases are attributed to
depth & breadth of product usage

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© Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL.
BUILD A DATA DRIVEN CULTURE
● Measure baseline and usage over time
● Identify friction points
● Focus on retention, frequency,key feature
usage and usage sentiment

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© Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL.
INVEST IN USER RESEARCH & SENTIMENT
● Learn about their challenges and the Why
behind the What:
● Obtaining user opinion provides
qualitative aspect to your data.
● Listen to what they say about the product
and features.

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© Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL.
Measure, Learn, Iterate
MAXIMIZE RETURN
ON PRODUCT INVESTMENT
Create dedicated process to turn insights into
tangible results with shorter-deployment cycles
● Continuously iterate and release product
enhancements to address usability and
growth challenges
● Identify & eliminate friction points
focusing on critical touch points
● Use contextual user feedback to learn
how users feel about core features

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© Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL.
FEATURE ACTIVATION
Turn these insights into tangible
results at scale depends on the
actionability of the data
Example:
Increasing feature discoverability

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© Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL.
ALIGNING PRODUCT & CS TEAMS
TO DRIVE GROWTH

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© Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL.
ULTIMATE PARTNERS
Customer Success and Product

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© Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL.
THE
CUSTOMER
Uses the Product
Customer
Success
Product
Experience

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© Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL.
CUSTOMER SUCCESS & PRODUCT
Deliver on Your Product Promises
Customer
Success
Product
Experience
Unified understanding
of customers, users and
features
Shared insights combining
product usage and
customer health
Coordinated action both
digital and human

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© Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL.
MEASURING HEALTH FOR A MORE
ACCURATE VIEW OF THE CUSTOMER
OUTCOMES
● Deployment
● Engagement
● Adoption
● ROI
EXPERIENCE
● NPS
● Onboarding Experience
● Product Experience
● Support Experience
● Sentiment

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© Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL.
COORDINATED ACTIONS ACROSS THE
CUSTOMER JOURNEY.
PRODUCT
CUSTOMER SUCCESS
Lacks coordination on delivering integrated
messaging
lacks deeper insight into how individual users
are using the product
In-app Onboarding Capture feedback Monitor Usage
Renew & Expand
EBR
Monitor Health
Welcome Email

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© Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL.
Drive Cross-Functional Alignment
Product-Led Goals Activities Metrics
Marketing Driving sign-ups, product-qualified
leads, generating pipeline and revenue.
Pricing & packaging, messaging Product
launch, release awareness, PR, thought
leadership, user targeting
● PQLs (buying intent)
● Pipeline generated
● Customer Acquisition Cost (CAC)
Sales Building repeatable land & expansion
motion, drive cross-sell/up-sell
opportunities
Engaging with the right prospects at the
right time, building strategic
relationship
● Win-rate
● Bookings & revenue (ARR/NRR)
Success Establish strategic partnership with
customers to help them drive business
outcomes that result in expanded
product use.
Onboarding, adoption,exec alignment,
EBRs, expansion & advocacy, Identify &
engage customer at risk
● Customer health score
● Adoption score
● GRR/NRR
● NPS
Growth Deliver product experiences that drives
business metrics.
Measure, learn and iterate on core
product functionality to improve
usability and reduce friction
● TTV, trial conversion
● Product engagement
● Product sentiment & advocacy
● Bookings & revenue (ARR/NRR)

28. © Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL.
© Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL.
Product-Led Success
Goals Establish strategic partnership with customers to help
them drive business outcomes that result in expanded
product use.
Activities Onboarding, adoption,exec alignment, EBRs,
expansion & advocacy, Identify & engage customer at
risk
Metrics ● Customer health score
● Adoption score
● GRR/NRR
● NPS

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© Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL.
LET’S CONTINUE THE DISCUSSION

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KEY STEPS TOWARD SUCCESS.
MIND THE VALUE GAP
DEFINE THE METRICS FOR SUCCESS
CREATE A SHARED UNDERSTANDING OF YOUR
CUSTOMER JOURNEY
CREATE CROSS FUNCTIONAL ALIGNMENT
FOCUS INITIAL PLG EFFORTS ON RETENTION &
EXPANSION MOTIONS

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