The most successful Enterprise SaaS companies know that growing revenue only through new customer acquisition is the less efficient way to scale. Rather, they understand that growing revenue within your existing customer base - through up-sells, cross-sells, and expanded use - is the most profitable way to scale.
In fact, Enterprise SaaS companies that grow revenue - and company valuation - by expanding revenue within their existing customer base also know the key to making this work is to focus on - and operationalize - Customer Success.
This presentation - How to Scale Your Customer Success Management Organization - is from Pulse 2014, the biggest Customer Success industry event ever and included panelists from Box, Marketo, Salesforce.com
How to Scale Your Customer Success Management Organization
1. How to Scale Your Customer Success
Organization
#PulseConf2014
2. Jon Herstein
Box
Box’s mission is to make businesses of all sizes more
productive, competitive, and collaborative by connecting people
and their most important information. Content on Box can be
securely shared and easily accessed on the web, through
iOS, Android and Windows Phone applications, and extended to
partner applications, such as Google Apps, NetSuite and
Salesforce. Headquartered in Los Altos, CA, Box is privately held
and backed by several leading venture capital firms and strategic
investors.
SVP Customer Success, Box
@jonherstein
8. Lessons Learned
• Clearly define CSM role (and
supporting metrics)
• Data, data, data
• Plan for the services you’ll
need to deliver 12-18 months
ahead; (re)educating Sales
takes time
• Focus on Retention, not Churn
@jonherstein
9. Anthony Nadalin, Marketo
How to Scale Your Customer Success Organization
Marketo provides the leading marketing software
for companies of all sizes to build and sustain
engaging customer relationships, spanning
today’s digital, social, mobile and offline
channels.
Vice President,
Customer Account
Management
tnadalin@marketo.com
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16. How to Scale Your Customer Success Organization
• Constantly be aware of
loyalty and switching ease
• Make breaking up hard to
do - maintain relationships
and make value visible
• Be financially relevant –
focus on SaaS
economics, retention and
growth
• More than just empathy – the
intelligent farmer
• Move from data towards wisdom –
right content, right person, right
time
• To scale, augment with
technology. You’re not superman.
But hey, you could be Iron Man !
18. How is the Customer Success Group unique
1700+ people focused on customer success
The most certified consultants in the ecosystem
A vast ecosystem with 22000 worldwide certifications
Unrivaled access to R&D
1000’s of successful customers
Unique customer centric methodology
Global coverage
Single source supplier
Proactive monitoring systems
Trusted Infrastructure and data
Tried and tested learning paths
21. Prescriptive Adoption and Success Advice
Define the
business problem
Develop and
execute a plan
Onboard the users Identify Improvements
Business vision and strategy in place
Metrics defined and agreed
Project roadmap defined
Governance model established
Adoption plan established and utilization
tracking in-place
Technology and data strategies in place
Measure process effectiveness
22. Vision to Value: Taking Customer Success to New
Heights
Time To Value
(TTV)
Identify Value Deliver Value Realize Value Validate Value
High Touch
(>$1M)
Light Touch
($200k-$1M)
1->Many Programs
& Self-Serve
($10-200k)
Self Serve
Success
Communities
Accelerate
(onboarding 2.0)
Adopt
(StickyFeatures)
Structure
For
Success T-12
Buy Get Started Adopt & Extend Renew
MaximizeInnovation
(ReleaseReadiness)
Premier
QuarterlyCustomer
Check-in
Help & Training
Red Accounts
Support
Standard
23. Global Engagement Model
Customer
Success
Manager
Asia
Engagement
NA
Engagement
European
Engagement
South America
Engagement
Cloud Success
Technologist
Engage with us at an Enterprise level and not a product level
Play a direct role in executing our strategy
Show us best practices on how to execute at speed across the world
Provide thought leadership and ensure we are not alone
Make it easy for us to partner with Salesforce and be geographically agnostic
Know our business
Partner with us and our multiple partners ww
Create value: understand customer’s business objectives and how your solution addresses them; ensure your product/services are laser-focused on achieving themDelight users: think of every opportunity to engage with the customer (Admins/End Users/Sponsors/etc) as a chance to improve their perception of your company
Start segmentation of services earlier – break out training, consulting, etcThink about customer segmentation and the level of service required as early as possibleData, data, data – push for the instrumentation required to run the CS part of the businessClearly define the CSM role
Nasi:- AE's need to be positioned WITH the license sale, not an after-thought- Who will be monitoring all the Chatter deals to ensure success, need to be proactive- should be monitoring on a quarterly basis, EWS scores?1. make sure packaged is positioned with net new sales2. systematic approach to Chatter adoption anywhere there are Chatter entitlements (bundled with CRM, etc)- Add objectives 1. to scale through partners 2. sales team sell as part of selling Chatter(meant for sales team to sell to guarantee success)A Success Package is a precise solution to a specific customer need with clear deliverables that we can scaleWhat is it?Multi-disciplinary engagement to help a customer define and execute a set of plays that will accelerate engagement and adoption of chatter as key business enablerWho needs it? (Conditions)Existing customer who has purchased Chatter but stalled in their adoptionAND Executive Sponsor with a charter to transform some business processes/outcomes across the enterprise with ChatterBusiness ValueIncrease and accelerate time to value of social transformation facilitated by ChatterIdentify and successfully execute Chatter use-cases with quantifiable ROIEnable critical business transformation via social with ChatterSave time and improve the overall success of their Chatter to achieve concrete business goalsKnowledge TransferEducate customers on best best practices for Chatter implementation and related change managementDeliverablesImplementation assessment to help customers focus on critical adoption hot-spotsCharacterization of high-value use case for the customerFaciliated stakeholder/management alignment sessionsCustomized playbook outlining key Chatter implementation and change management playsQuarterly touch points to follow up on implementation for a yearWho will deliver this pilot?Initial Pilot for ~10 customers (Fy14 H2): CSMs with coordination and support from Cloud Architect + Development resources+ Product SpecialistsOn-going (FY15): CSM and SA
Nasi:- AE's need to be positioned WITH the license sale, not an after-thought- Who will be monitoring all the Chatter deals to ensure success, need to be proactive- should be monitoring on a quarterly basis, EWS scores?1. make sure packaged is positioned with net new sales2. systematic approach to Chatter adoption anywhere there are Chatter entitlements (bundled with CRM, etc)- Add objectives 1. to scale through partners 2. sales team sell as part of selling Chatter(meant for sales team to sell to guarantee success)A Success Package is a precise solution to a specific customer need with clear deliverables that we can scaleWhat is it?Multi-disciplinary engagement to help a customer define and execute a set of plays that will accelerate engagement and adoption of chatter as key business enablerWho needs it? (Conditions)Existing customer who has purchased Chatter but stalled in their adoptionAND Executive Sponsor with a charter to transform some business processes/outcomes across the enterprise with ChatterBusiness ValueIncrease and accelerate time to value of social transformation facilitated by ChatterIdentify and successfully execute Chatter use-cases with quantifiable ROIEnable critical business transformation via social with ChatterSave time and improve the overall success of their Chatter to achieve concrete business goalsKnowledge TransferEducate customers on best best practices for Chatter implementation and related change managementDeliverablesImplementation assessment to help customers focus on critical adoption hot-spotsCharacterization of high-value use case for the customerFaciliated stakeholder/management alignment sessionsCustomized playbook outlining key Chatter implementation and change management playsQuarterly touch points to follow up on implementation for a yearWho will deliver this pilot?Initial Pilot for ~10 customers (Fy14 H2): CSMs with coordination and support from Cloud Architect + Development resources+ Product SpecialistsOn-going (FY15): CSM and SA
Nasi:- AE's need to be positioned WITH the license sale, not an after-thought- Who will be monitoring all the Chatter deals to ensure success, need to be proactive- should be monitoring on a quarterly basis, EWS scores?1. make sure packaged is positioned with net new sales2. systematic approach to Chatter adoption anywhere there are Chatter entitlements (bundled with CRM, etc)- Add objectives 1. to scale through partners 2. sales team sell as part of selling Chatter(meant for sales team to sell to guarantee success)A Success Package is a precise solution to a specific customer need with clear deliverables that we can scaleWhat is it?Multi-disciplinary engagement to help a customer define and execute a set of plays that will accelerate engagement and adoption of chatter as key business enablerWho needs it? (Conditions)Existing customer who has purchased Chatter but stalled in their adoptionAND Executive Sponsor with a charter to transform some business processes/outcomes across the enterprise with ChatterBusiness ValueIncrease and accelerate time to value of social transformation facilitated by ChatterIdentify and successfully execute Chatter use-cases with quantifiable ROIEnable critical business transformation via social with ChatterSave time and improve the overall success of their Chatter to achieve concrete business goalsKnowledge TransferEducate customers on best best practices for Chatter implementation and related change managementDeliverablesImplementation assessment to help customers focus on critical adoption hot-spotsCharacterization of high-value use case for the customerFaciliated stakeholder/management alignment sessionsCustomized playbook outlining key Chatter implementation and change management playsQuarterly touch points to follow up on implementation for a yearWho will deliver this pilot?Initial Pilot for ~10 customers (Fy14 H2): CSMs with coordination and support from Cloud Architect + Development resources+ Product SpecialistsOn-going (FY15): CSM and SA