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Turning Your Revenue Funnel into an Hourglass
 

Turning Your Revenue Funnel into an Hourglass

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The "sales funnel" is played out; it's time for a new metaphor. In this presentation, Gainsight CEO Nick Mehta talks about a more appropriate metaphor - the hourglass - that represents accurately the ...

The "sales funnel" is played out; it's time for a new metaphor. In this presentation, Gainsight CEO Nick Mehta talks about a more appropriate metaphor - the hourglass - that represents accurately the value to the company around both the customer acquisition process, but also the retention and expansion of those customers to grow revenue.

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.

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    Turning Your Revenue Funnel into an Hourglass Turning Your Revenue Funnel into an Hourglass Presentation Transcript

    • Turning Your Revenue Funnel into an Hourglass January 2014 Gainsight Confidential. 2014 Gainsight, Inc. All rights reserved.
    • Why? Gainsight Confidential. 2014 Gainsight, Inc. All rights reserved.
    • Gainsight Confidential. 2014 Gainsight, Inc. All rights reserved.
    • Rethinking the B2B Funnel MARKETING SALES RETENTION Gainsight Confidential. 2014 Gainsight, Inc. All rights reserved.
    • The B2B Hourglass MARKETING SALES SUCCESS Gainsight Confidential. 2014 Gainsight, Inc. All rights reserved.
    • Grow Faster Best in Class SaaS companies generate a 15-20% uplift in revenue by protecting your customers; delivering extreme company valuation 550 In Millions 500 ~$69M 450 400 Status Quo Incremental Revenue 350 300 Yr 1 Yr 2 Yr 3 Yr 4 Gainsight Confidential. 2014 Gainsight, Inc. All rights reserved.
    • Get Valued Higher Increase Drive 2% Retention 20% Multiple 2% Up-sell 28% Multiple Gainsight Confidential. 2014 Gainsight, Inc. All rights reserved.
    • Be More Aggressive Raise LTV Push CAC Frontier Gainsight Confidential. 2014 Gainsight, Inc. All rights reserved.
    • How? Gainsight Confidential. 2014 Gainsight, Inc. All rights reserved.
    • Key Questions I Get People Objectives Strategy Technology Gainsight Confidential. 2014 Gainsight, Inc. All rights reserved.
    • Success Maturity Success Maturity Model Transformation Optimization Expansion $1 B+ Retention Adoption $100 MM - $1 B $20 - $100 MM $5 - $20 MM $1 - $5 MM Revenue Gainsight Confidential. 2014 Gainsight, Inc. All rights reserved. 11
    • People Success Maturity Optimization Retention Adoption Jack of all trades CSM exec Domain expertise Expansion Alignment with sales & marketing Tiering service and costs Transformation Trusted advisor $1 B+ $100 MM - $1 B $20 - $100 MM $5 - $20 MM $1 - $5 MM Revenue Gainsight Confidential. 2014 Gainsight, Inc. All rights reserved. 12
    • People: Resource Gainsight Confidential. 2014 Gainsight, Inc. All rights reserved.
    • Objectives Success Maturity Transformation Expansion Retention Adoption Health Score Headwind CSM Batting Average Tailwind Net Renewal Rate Optimization CSM Magic Number % MultiProduct $1 B+ $100 MM - $1 B $20 - $100 MM $5 - $20 MM $1 - $5 MM Revenue Gainsight Confidential. 2014 Gainsight, Inc. All rights reserved. 14
    • Objectives: Resource Gainsight Confidential. 2014 Gainsight, Inc. All rights reserved.
    • Strategy Success Maturity Transformation Expansion Retention Adoption Optimization Strategic Upleveling Tier Offerings Up-Sell Trigger $1 B+ Early Warning $100 MM - $1 B $20 - $100 MM Health Score $5 - $20 MM $1 - $5 MM Revenue Gainsight Confidential. 2014 Gainsight, Inc. All rights reserved. 16
    • Strategy: Measure Health Frustration Churn Lagging Indicators Success Low NPS scores Long support TTR Lots of support cases Too Late “Sticky” feature usage Proven ROI Increasing adoption Leading Indicators Silence Disengaged Churn inquiry Late payments No product usage Not opening emails Declining adoption Sponsor leaves Gainsight Confidential. 2014 Gainsight, Inc. All rights reserved.
    • Strategy: Manage Lifecycle Customer Health Maximize Up-Sell Measure Health Purchase Flag Early Warnings Renewal Gainsight Confidential. 2014 Gainsight, Inc. All rights reserved.
    • Strategy: Tier Offerings STRATEGY PRO-ACTIVE (QBR, Best Practices, etc.) High Touch JUST-IN-TIME (early warning, adoption , etc.) Low Touch AUTOMATED (nurture, webin ars, etc.) No Touch Gainsight Confidential. 2014 Gainsight, Inc. All rights reserved.
    • Strategy: Show ROI Capture Customer Goals Profit Track Customer Goals Show Progress Against Goals Gainsight Confidential. 2014 Gainsight, Inc. All rights reserved.
    • Strategy: Track Your Sponsors Gainsight Confidential. 2014 Gainsight, Inc. All rights reserved.
    • Strategy: Predict the Future Adoption Healthy Customer Cohort Unhealthy Customer Cohort Up-Sell / Renewal Gainsight Confidential. 2014 Gainsight, Inc. All rights reserved.
    • Gainsight Confidential. 2014 Gainsight, Inc. All rights reserved.
    • Success Maturity Technology Optimization Expansion Adoption Retention Predictive Analytics Workflow Adoption Tracking Transformation QBR Prep Customer Nurture $1 B+ $100 MM - $1 B $20 - $100 MM $5 - $20 MM $1 - $5 MM Revenue Gainsight Confidential. 2014 Gainsight, Inc. All rights reserved. 24
    • Gainsight Confidential. 2014 Gainsight, Inc. All rights reserved.