Outcomes vs. Outputs - Why Your CSM Team Must Know the Difference
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Outcomes vs. Outputs - Why Your CSM Team Must Know the Difference
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Presented by Summer Weisberg, Director Customer Success at cloudbees, at Customer Success Summit 2018, Track 3. Does your customer success team understand the difference between outputs and outcomes? More importantly, can they convey this message to customers that, too often, focus on outputs regardless of the outcomes they generate? Outcomes are what grow businesses, retain customers, and lead to trusted advisor relationships so this should be a key focus area for customer success.
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Outcomes vs. Outputs - Why Your CSM Team Must Know the Difference
- 1. Outcomes vs Outputs Why your CSM team must know the difference
- 2. Summer Weisberg DIRECTOR OF CUSTOMER SUCCESS MANAGEMENT, CLOUDBEES https://www.linkedin.com/in/summerweisberg/ @SummerWeisberg • 20 years in IT doing a little of everything • Last 6 years focus on customer success and adoption • Lover of food, wine, and outdoors
- 3. CloudBees • Founded in 2010 • We help our customers deliver software at the speed of ideas • The leading continuous delivery solutions for enterprise DevOps: On-premise or cloud Jenkins-based enterprise solutions With Codeship acquisition, cloud native/SaaS-based solutions • Offices in: US: Boston, Raleigh, Richmond, San Jose EMEA: Reading, UK; Neuchatel, Switzerland Remote Bees all over the world • Key Executives: Sacha Labourey, CEO and co-founder; former CTO of JBoss and co-general manager of the middleware business at Red Hat Matt Parson, CFO; former treasurer at Red Hat François Déchery, CSO and co-founder; former Red Hat exec Kohsuke Kawaguchi, CTO and founder of the Jenkins project
- 4. Outputs the quantity or amount produced Outcomes a final product or end result vs How many pipelines did you build? How many test cases have been run?
- 5. Football
- 6. Outputs vs Outcome Driving conversations to outcomes is critical Stat Client Team Opponent First Downs 20 28 Passing, Cmp-Att-Yd 16-35-242 28-43-331 Total Yard 411 422 Fumbles-Lost 2-1 1-1 Penalties-Yards 8-74 8-61 Outputs Outcome Client Team Opponent 34 27
- 7. How do we change the conversation? Continually Measure Outcomes Report on Outcomes ● Identify Metrics ● Baseline Metrics ● Dissect metric to understand your impact Uncover Desired Business Outcomes • Do your homework • Ask questions • Listen ● Lead outcome driven conversations ● Identify successes and failures Customer Success Plan Cadence Meetings Quarterly Success Reviews
- 8. What’s the impact? •Elevate CSM Status within Account From asking “how can I help” to telling them “this is how I help” Eliminate push back for cadence meetings •Gain Trusted Advisor Status Customers listen and action on advice Additional lines of communication opened •Reduce Churn
- 9. Thank you!
Notas del editor
- Good afternoon, I’m Summer Weisberg Director of Customer Success Management at CloudBees. For those that aren’t familiar with CloudBees we are the Enterprise Jenkins provider and enable corporations to deliver Software at the Speed of Ideas. I’ve been in IT for 20 years now and have had a focus on Customer Success for the past 7 years. Of course my title wasn’t always Customer Success. I was an Engagement Manager, a director or Professional Services, and now, finally, have a title with the word Success in it. But regardless of my title my mission was always to help customers be successful by achieving their business goals. Surprisingly what I’ve found time and time again is people too often spent their time talking about Output vs Outcomes.
- Good afternoon, I’m Summer Weisberg Director of Customer Success Management at CloudBees. For those that aren’t familiar with CloudBees we are the Enterprise Jenkins provider and enable corporations to deliver Software at the Speed of Ideas. I’ve been in IT for 20 years now and have had a focus on Customer Success for the past 7 years. Of course my title wasn’t always Customer Success. I was an Engagement Manager, a director or Professional Services, and now, finally, have a title with the word Success in it. But regardless of my title my mission was always to help customers be successful by achieving their business goals. Surprisingly what I’ve found time and time again is people too often spent their time talking about Output vs Outcomes.
- Click 1 -- Outputs simply defined as the quantity or amount produced. Click 2 -- Outcome defined as a final product or end result. The definitions alone provide clarity on how different these two words are. Outputs allows us to have tactical conversations around the amount of something produced. Whereas outcomes allows us to have strategic conversations about end results. It sounds like a simple topic. But in the past 6 years I’ve had countless conversations with Fortune 100 companies and I always found myself having to steer them away from focus on outputs. I’d get questions likes <<click 3>> How many pipelines did you build or << click 4>> how many test cases have you run. Can I answer these questions? Of course. But why have conversations at that level when the question really is “Can I release software faster?”” As I was preparing for this talk I was trying to figure out how to demonstrate this effectively during the 20 minutes I had. Given the nature of the conference I didn’t want to assume we were all technologies. so standing up here talking about Jenkins pipelines would likely put some of you to sleep. So I decided to go with football. Yes, we are going to explore this topic with football so just stay with me for a few minutes
- Yes, we are going to explore this topic with football so just stay with me for a few minutes. Suppose all of our roles were customer success manager for a football team. Part of our role is to report back to the athletic director the success of our team following a game. We call a meeting and we begin to present ….
- ,<click 1>> We can all agree that these are outputs from a football game, right? If we go back to the definition of outputs it is the quantity of something procedued .. In this case first downs, passing yards, fumbles. As we go through these outcomes how is the conversation going to unfold? More than likely questions are going to arrive like why did we have 2 fumbles, who is getting penalized that much, how did they have almost 50% more first downs? Our customer in this case is going to be highly disappointed at this point. Our customer is dejected, we’ve had a terrible meeting and we never had the opportunity to discuss the real outcome. <<click 2>> Had we started with outcomes our client would have seen this first. How do you think that would have changed the conversation? I understand this is a very simplistic example and I also understand it exaggerated the point that Outcomes and Outputs show a very different story but what I really wanted to get to was a common understanding. Outputs, in this case the number of first downs, receptions yards, etc are can be meaningful but they should never supercede understanding and reporting on a customers desired outcomes. Let’s look at this same example from the opposite point of view. If we had been the CSM for the opponent we would have been happy with the outputs to only later learn that we failed to achieve out desired outcome. <<click 3>> For those who are wondering that is the real box score and final score of the 2018 Peach Bowl between UCF vs Auburn.
- Now that we understand the difference, how do we change the change the conversation? How do we get our CSMs to do this effectively?