Land & Expand - Growing Revenue through Customer Success - Presented by Whitney Hillyer, Sr. Director of Customer Success at Bitly at our NYC Roadshow on Oct. 28 2015.

1. Land & Expand
Customer Success RoadShow 2015
October 28, 2015
Growing Revenue through Customer Success
Whitney Hillyer
Senior Director of Customer Success

2. BITLY LAUNCHED
2008
NYC, Denver, SF
60 Employees
3 Offices
1200 Enterprise Customers
700k Active Monthly
Free Users
600 MILLION
LINKS
10 BILLION
CLICKS
2.4 BILLION
UNIQUE USERS

3. Three Profiles of Customer Success
0%
10%
20%
30%
40%
50%
60%
70%
80%
Adopters Retainers Expanders
What % of CSM time is allocated to the following activities?
Adoption Retention Expansion Other
3 Source: TSIA 2014 Customer Success BenchmarkSource: TSIA 2014 Customer Success Benchmark

4. Participant Profiles
40%
37%
10%
13%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Adopters Retainers Expanders None of These
Profiles
% of respondents in each profile
4
Source: TSIA 2014 Customer Success BenchmarkSource: TSIA 2014 Customer Success Benchmark

5. UPSELL

6. 2014 Planning….

7. AUTOMOTIVE FOOD & BEVERAGE TECHNOLOGY FINANCIAL SERVICES E-COMMERCE
EDUCATION MEDIA & PUBLISHING ENTERTAINMENT RETAIL TRAVEL
The Opportunity

8. REWRITING THE RULES

9. Train
and
Hire
Iden0fy
upsell
levers
Tier
accounts
Set
aggressive
goals
Rebuild
comp
plan
Strategy

10. Training and Hiring

11. Identifying our Levers
Acct

12. Tiering Accounts
No Growth Potential
Tier 1
Tier 2
Tier 3
Medium Growth Potential
(Users & New Product)
High Growth Potential
(Accounts)

13. Aggressive Goal Setting
100 10 4
Client Emails/Wk Client Meetings/Wk In-person meetings/mo

14. “I
guess
you
were
right
about
the
email
&
call
volume
rela6ng
directly
to
upsells
–
who
knew?”

15. Comp Plan
Base
Team
Bonus Commission

16. How’d we do?

17. Our Results
267% 35% 25%

18. Our Results
Upsell
=
Churn
Upsell
=
3x
Churn

19. Continued Success in 2015

20. Why did it work?
Increased
knowledge
Decreased
0me
and
frustra0on
Increased
ac0vity
$$$
Strong
rules
of
engagement

21. “Ini6al
purchase
decisions
are
based
on
hope.
Renewal
decisions
are
based
on
experience”
-­‐
Open
View
Partners

22. 2015 Changes – Strategic Accounts
1 Ent. Rep
1 Snr CSM
10 Parent Accounts
Ex: NBCU, Amazon
Accounts Only
(10+ brands)
2X Comp
2X Quota Relief
TargetsTeam Focus Comp

23. Strategic Account Results

24. Why is this so important?

25. Why is this so important?
http://www.forentrepreneurs.com/why-churn-is-critical-in-saas/

26. “A
2%
increase
in
Upsell
leads
to
a
28%
Increase
in
Valua6on”
Why is this so important?

27. QUESTIONS?

28. THANK YOU
WHITNEY HILLYER
@Whitneyhillyer
Whitney@bit.ly