Customer Success as a Growth Engine by Lincoln Murphy Sales Hacker Conference San Francisco - November 6, 2014 Visit SalesHacker.com for more sales hacks, tips, and tactics.

1. Sales Hacker Conference SF
November 6, 2014
Customer Success as a Growth
Engine: Ideal Customers,
Advocates, and Upsells

2. @lincolnmurphy

3. http://sixteenventures.com/saleshacker

9. $6.66

11. Customer Success = “Helping your
customers achieve their desired
outcome through the use of your
product.”

12. “Enter the conversation already
taking place in your customer’s
mind.” – Robert Collier, c1937

13. Success = Their Desired Outcome

14. Success = Their Desired Outcome

15. Right Message at the Right Time…
… but what about the right person?

16. IDEAL CUSTOMER PROFILE
Ready
Willing
Able
Success Potential
Acquisition Efficiency
Expansion Potential
Advocacy Potential

17. IDEAL CUSTOMER PROFILE
Remember, Ideal
Customer is Situational
Ready
Willing
Able
Success Potential
Acquisition Efficiency
Expansion Potential
Advocacy Potential

18. IDEAL CUSTOMER PROFILE
I already said that,
but whatever.
Ready
Willing
Able
Success Potential
Acquisition Efficiency
Expansion Potential
Advocacy Potential

19. IDEAL CUSTOMER PROFILE
Ready
Willing
Able
Success Potential
Acquisition Efficiency
Expansion Potential
Advocacy Potential

20. The Proper Order…
1. Ideal Customer Profile
2. Persona Development

21. You can’t know what Marketing
Channels, Pitch, Pricing, or
Messaging to use until you are clear
on your Ideal Customer Profile.

22. http://sixteenventures.com/saleshacker

23. NEW OPPORTUNITIES

24. METHODOLOGY
1. Determine the Situation you’re Solving For
2. Get access to your Customer Data
3. Find the Customers that Match your Situational Criteria
4. Append Data for those customers (Demo, Tech, etc.)
5. Look for common / shared characteristics
6. Find new customers matching those characteristics
7. Profit!

25. FIND YOUR MOST SUCCESSFUL
CUSTOMERS... AND GO GET
MORE JUST LIKE THEM

26. SURFACE YOUR MOST SUCCESSFUL
CUSTOMERS
• You could pull together:
• average Net Promoter Score (NPS) over time
• Sales cycle length
• Time to first value
• On-boarding/implementation milestones and timing
• Customer Support data
• Get your Account Managers to apply a “health” score – based on their
gut – to each of the customers they manage
• Gainsight makes this easy  don’t be afraid to pitch your
product!

27. FIND YOUR MOST EFFICIENTLY
ACQUIRED CUSTOMERS… AND
GO GET MORE JUST LIKE THEM

28. FIND YOUR MOST EFFICIENTLY ACQUIRED
CUSTOMERS
• Look for customers:
• That had a short sales cycle
• Efficient (Fully-loaded) Customer Acquisition Cost (CAC)
• Have a high Customer Lifetime Value (LTV)
• Agreed to long-term contracts
• Frequently Increase usage/buy add-ons/etc.
• Have a low cost to support
• Or all of the above?
• What are the patterns? What are the characteristics of those
customers?

29. IDENTIFY CUSTOMERS THAT
EXPANDED THEIR USE OF YOUR
PRODUCT… AND GO GET MORE
JUST LIKE THEM

30. IDENTIFY CUSTOMERS THAT EXPANDED
USE
• Intra-Company Virality
• List companies that have expanded their use over their
lifetime with your company.
• Who did you initially sell to? What dept/persona?
• When it comes to expansion potential, that potential is only
realized when the customers have achieved success... when
their customer health score is high.
• No Customer Success… No Expansion Revenue. Period.

31. FIND YOUR CUSTOMERS THAT
ARE YOUR BIGGEST
ADVOCATES… AND GO GET
MORE JUST LIKE THEM

32. FIND YOUR BIGGEST CUSTOMER
ADVOCATES
• Inter-Company Virality
• Chasing logos is fine... If they bring you more logos!
• Look for customers that have:
• Referred new customers (in-product, WOM, etc.)
• Have given testimonials
• Have talked to prospects on your behalf
• Have spoken at your events
• Participated in case studies with you
• If not for you, have they done it for others?

33. http://sixteenventures.com/saleshacker

34. LASER-TARGETED UPSELL
OPPORTUNITIES

35. UPSELL OPPORTUNITIES
1. Be Clear On What Success Means for your Customer
2. Set Goals With Your Customers
3. Benchmark Where Your Customers Start
4. Mention Upsells Early In Their Lifecycle
5. Identify Success Milestones For Upsell
6. Improve Time to First Value and Upsell Faster
7. Ask for the Sale at the Appropriate time

36. @lincolnmurphy

37. Thank you!