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How to Build Customer Success at an Early Stage Startup
 

How to Build Customer Success at an Early Stage Startup

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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 ...

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 Build Customer Success at an Early Stage Startup - is from Pulse 2014, the biggest Customer Success industry event ever and included panelists from Hoopla, VeaMea, DiscoverOrg, Fliptop

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    How to Build Customer Success at an Early Stage Startup How to Build Customer Success at an Early Stage Startup Presentation Transcript

    • How to Build Customer Success at an Early Stage Startup Henry Schuck, DiscoverOrgStefano Migliorisi, VeaMea Doug Camplejohn, FliptopMike Smalls, Hoopla
    • Michael Smalls Hoopla Hoopla is the new way to win for high-velocity sales, marketing and customer success teams. Hoopla’s Sales Motivation Platform combines modern game mechanics, data analytics and broadcast-quality video in a powerfully simple cloud application that make it easy for managers to motivate team performance and score more wins. Founder & CEO
    • Customer Success Team & Strategy • 300 CUSTOMERS • TEAM: • 1 Head of Customer Success • 2 CSMs STRATEGY: • Successful onboarding for each customer within 2 weeks of signing • Regular group communication (emails, webinars, tips and tricks) • Bi-Weekly training (for key contact changes) • ID flags that trigger potential churn issues
    • 2014 Customer Success Goals • 92% retention rate or better • Churn plus upsell of over 100% • Tools • Gainsight for Customer Success • Influitive for Advocacy Community • MVP.Hoopla.Net • Improve process for product feedback
    • • Never too early to invest, churn is a killer • Need tooling and analytics to track customer health • Great people make all the difference Key Learnings
    • Henry Schuck DiscoverOrg DiscoverOrg, a three-time INC 500 company and 2014 CODiE Award winner for Best Sales and Marketing Intelligence Solution, provides the country’s top technology marketers and sales professionals access to the most up-to-date and accurate data, Information Technology organizational charts, and Real Time projects on their target accounts. From small start-ups to technology giants, DiscoverOrg moves the needle for sales and marketing groups of all sizes for over seven years Co-Founder & CEO DiscoverOrg
    • Client Success Team Andrew Brewer Vice President of Client Success Ian Seniff Krystan Resch Allison Phillips Senior CSM Senior CSM CS Administrator Alyssa Todd Benjamin Croll Bradford DeLuca Gabe Davis Jared Ellis Kelsey Varce Luke Denby Nova Ahmed Finnigan Ricky Kalmbach Steven Mitchell
    • Client Success Strategy • Being more efficient with a large customer base. • Educate on Sales, Marketing, and Staffing best practices. • Identifying Customer behavior to create valuable reach outs. • Holding our clients accountable, along with the CSM’s to make sure our product is used correctly. We’re selling success, but the client has to do things to see that success. • Communicating new products and identifying upsell opportunities through constant customer engagement.
    • CS Goals for 2014 • Using analytics to identify customers that are at risk of churn • Refine onboarding process • Creating a customer roadmap and health plan
    • Tips - What have we learned? • Just training our clients on our product is not enough- we have to be experts at what THEY do. Product + Domain Expertise • CSM’s with higher call volume will have a higher renewal percentage • An engaged customer is a healthy customer- communicating needs is critical to a customer’s satisfaction. • We will not reach our upsell goals if we haven’t identified what our clients corporate structure is. Leveraging existing relationships to get introductions to other internal groups is critical to account growth.
    • Stefano Migliorisi Mobile secure video collaboration CEO (aka King of Monkeys)
    • CSM: Listen to this cat Principle 1 - if you do not know where you are going any road will lead you there • How do you identify and prove success? • You need to know why your customers choose you (e.g., go faster) • You need to be ready to innovate (cars or faster horses?) • Clients need to be willing to share info or you need to be creative (e.g., Doximity or Linkedin in telemental health)
    • CSM: Bob2Bob Principle 2 - Intelligence is often not intelligent • Information overflow: how do we distinguish between noise and real info? There are more common approaches in measuring sales and marketing than CSM • Customer success starts in sales (listening is key, a bad sale is worse than no sale, never over promise)
    • Doug Camplejohn Fliptop's applications use data science to help companies close more sales. Our software leverages public web and internal CRM and marketing application data in order to generate meaningful sales lift. Our cloud applications provide high return on investment and can be deployed quickly. Founder and CEO
    • Customer Success Goals • Map your customer lifecycle • Develop seamless handoff process • Define what success looks like for every customer • Deliver happiness and success
    • Learning and Tips • Customers want to be seen and heard • Give them a channel to communicate with you • Listen when they provide feedback • Invaluable for product and improved delivery • Build the case for renewal from the moment you sign • Create growth strategy for each and every account
    • Q & A