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Cross Functional Alignment Around the Customer Processes to Drive Success
1.
©2015 Gainsight. All
Rights Reserved. Child-like Joy Cross Functional Alignment Around the Customer: Processes to Drive Success ©2015 Gainsight. All Rights Reserved. Featuring:
2.
©2015 Gainsight. All
Rights Reserved. Who is Marin? Who am I? Marin • Founded in 2006 in early days of Ad Tech to help large search marketers handle campaign management and optimization at scale • SaaS model with revenue based on product utilization • Global business with Enterprise and SMB customers • Public in 2013 and recently acquired 2 companies to expand into Social and Display Customer Success • Started as a services organization with generalists managing customer support and onboarding as well as delivering subject matter expertise and training with Account Management under Sales • Consolidation and specialization – generalists branched out into Professional Services, Analytics, Customer Support, Training and Account Management rolled merged into our current Customer Success structure CS Analytics & Operations • A new function initially focused on analysis and developed into an Operations function • Governance and Data Quality – CRM development to consolidate and refine process and increase coordination across teams • Tools - Development of data warehouse, implementation of CSM product and reporting tools, overall technology for CS
3.
©2015 Gainsight. All
Rights Reserved. Up & Down: Better Decision Making through Consistency Exec Team Leadership Individual Contributors
4.
©2015 Gainsight. All
Rights Reserved. Left to Right: Timely Interaction throughout the lifecycle Onboarding - Training - Implementation Adoption - Support - Training Growth - Renewals - Expansion
5.
©2015 Gainsight. All
Rights Reserved. In and Out: Understanding the Customer Customer Value Adoption Engagement Lifecycle
6.
©2015 Gainsight. All
Rights Reserved. Where did we start?
7.
©2015 Gainsight. All
Rights Reserved. Cross Departmental Alignment for Marin Leadership Executives Board Cross Functional Coordination Sales & Marketing Product & Engineering Finance & Accounting Customer Success Customer Success Management Center of Excellence Customer Support
8.
©2015 Gainsight. All
Rights Reserved. Foundation for CS Operations for our CS team Scale Growth Retention • Reduction of low value activities through automation and tools • Coordination of teams • Increase Up Sells and Cross Sells • Timely & Targeted Platform Adoption • High Quality & Reliable Service • Consistent High Customer Satisfaction A data and tools driven approach to Customer Experience gives Marin the visibility and leverage to drive and measure activity that retains clients and grows value with less effort.
9.
©2015 Gainsight. All
Rights Reserved. Data!
10.
©2015 Gainsight. All
Rights Reserved. Driving Alignment through Data Quality Reporting Central Data Warehouse Cohesive Processes CRM and Tool Data Quality
11.
©2015 Gainsight. All
Rights Reserved. Data!
12.
©2015 Gainsight. All
Rights Reserved. Creating Valuable Data from a Measurable Experience Phase Touchpoint Tracked? New Home Onboarding Sales Handoff Word SFDC Kick off and Goal Setting Word SFDC/GS Implementation/Activation Separate tools sfdc Training No LMS/DW Review Performance and Progress No SFDC/GS Ongoing Relationship Time-based Moments Monthly Performance and Progress Review Ad Hoc SFDC QBR Email GS NPS/Customer Satisfaction Survey No GS Periodic Usage Assessment No GS Renewal Inconsistently SFDC Event-based Moments Support Cases Poor Quality SFDC Risk Email GS Anomaly in usage or performance Separate tools GS/DW Anomaly in engagement or satisfaction Separate tools GS/DW Pertinent feature release No GS/DW
13.
©2015 Gainsight. All
Rights Reserved. Data!
14.
©2015 Gainsight. All
Rights Reserved. Driving Alignment through Governance Governance Exec Prod and Ops Customer Success Sales & Marketing Biz Ops & Finance Workstream # 1 Workstream # 2 Workstream # n Sponsorship, shared priorities, ongoing data governance and coordinated projects
15.
©2015 Gainsight. All
Rights Reserved. Alignment Outcomes: Coordination and New Capabilities Product • Product Release Management • Ongoing Feature Usage Marketing • Customer Advocacy • Customer Marketing Sales • Trial Conversion • Upsell and Cross Sell Signals Finance Data Value, Quality & Governance • Improved forecasting & decision making
16.
©2015 Gainsight. All
Rights Reserved. Retention Objective to Tool Mapping Tool Business Objective Value Driver Retention Increase Reliability Playbooks Auto CTAs Improve CSAT & Interactions Customer360 SFDC Widgets Milestones & Events
17.
©2015 Gainsight. All
Rights Reserved. Growth Objective to Tool Mapping Tool Business Objective Value Driver Growth Increase Sales to Customers DW Data Value Segmentation Increase Value of Customers SFC Widgets DW Data Snapshots
18.
©2015 Gainsight. All
Rights Reserved. Growth Objective to Tool Mapping Tool Business Objective Value Driver Scale Decrease Low Value Activity Customer360 Marketo Integration Coordinate High Value Activity Value Segmentation DW Data Success Plans
19.
©2015 Gainsight. All
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