The explosion of "as-a-Service” business models and the dawning of the “Age of the Customer” has changed the technology industry forever. Customers now have more power, forcing vendors to evolve rapidly to keep pace or fall by the wayside. But some companies haven’t just made the transition, they’ve learned how to thrive in this new world by adopting a revolutionary new Operating Model. Okay, so the age of the customer is upon us - according to Forrester - and it has been for a few years. And honestly… this idea freaks a lot of people out. CEOs & executives will say how great it is that customers have so much choice today. Founders will smile when they say "the pressure's on us to prove our worth every day." But when the cameras turn off and the crowds dissipate, they openly worry; the customers really do have a lot of power today! They want to take the power back. But what if it’s not about taking the power back…

1. The Operating Model Transforming
“as-a-Service” Businesses
Hello, my name is Lincoln Murphy
I am the Growth Architect
for Winning by Design™
@LincolnMurphy

2. Take the
Power BACK!

3. The Power has Shifted

4. Customers Have ALL the Power
Pay as you go Subscriptions
No Vendor Lock-in
Low switching costs
Few barriers to exit

5. We have to
PROVE our value
everyday!

6. This
FREAKS
Vendors Out

7. Take the
Power BACK!

8. But what if it’s
NOT about
taking the
power BACK?

9. The POWER
is Distributed

10. So who has the power?
#WOCinTech Chat

11. We’re all in
this
TOGETHER!

12. Make your
Customers
POWERFUL!

13. Focus on
CUSTOMER
SUCCESS

14. Desired Outcome
Customer Success is when customers achieve their
interactions
through with your
companytheir
- Lincoln Murphy
“
”

15. The Future of
Business
IS
Customer Success

16. Action is Required
#WOCinTech Chat

17. The Potential
is HUGE

18. Revenue x Multiplier = Value
Improving CAC ratios
Increasing LTV
Increasing ASP
Saving & improving TAM
Ability to acquire talent
 There’s more!

19. Change is HARD
Moving away from sales-driven culture
Thinking long-term instead of short
Cross-functional cooperation

20. Desired Outcome
Customer Success is when customers achieve their
interactions
through with your
companytheir
- Lincoln Murphy
“
”

21. Draw a Line in the Sand

22. What you’ll HEAR
But we don't have churn.
We have multi-year contracts!
We already provide support.
Premium Customer Success?

23. You don't have
to be SICK
to get BETTER

24. This is a Time for Empathy
#WOCinTech Chat

25. The FIGHT is
Worth It

26. Changing is HARD.
CHANGE is worth it.

27. Customer.
SUCCESS.

28. The Downside
Risk is Real

29. What we WANT from our customers
 Stay longer
 Buy more
 Invite us into other parts of their company
 Tell their friends & co-workers about us

30. But it's not magic

31. Create a REAL
Predictable Revenue
model

32. Know them, map their path,
uncover the milestones

33. When your
CUSTOMERS
Succeed...

34. YOU
Succeed!

35. Thank You!

36. The Operating Model Transforming
“as-a-Service” Businesses
You are awesome. Thank you for attending
Learn more about me at http://sixteenventures.com
And contact me via lincoln@winningbydesign.com
@LincolnMurphy