On November 2, 2016, Lincoln Murphy gave this keynote presentation on Customer Success-driven Growth and then, along with Resultados Digitais CEO Eric Santos - performed a Q&A for the developing SaaS ecosystem of entrepreneurs, operators, and investors.

1. Customer Success-driven Growth
Overview
Hello, my name is Lincoln Murphy
I’m excited to be
presenting at
@LincolnMurphy

2. Stay longer
Buy More
Expand Internally
Advocate Externally
@lincolnmurphy

3. Make your
CUSTOMERS
powerful!

4. They’ll make
YOU
powerful!

5. HOW will they
make you
powerful?

6. Stay longer
Buy More
Expand Internally
Advocate Externally
@lincolnmurphy

7. Customers Making You
Powerful Impacts
Company VALUATION

8. Revenue x Multiplier = Value
Company Valuation Calculation

9. Revenue x Multiplier = Value
o There’s
more!
Company Valuation Calculation

10. Revenue x Multiplier = Value
o Customer Lifetime Value (LTV)
o Customer Acquisition Cost (CAC)
o Net Revenue Retention (NRR)
o Total Addressable Market
o Talent Acquisition
o There’s
more!
@lincolnmurphy
Company Valuation Calculation

11. How do you make
your customers
POWERFUL?

12. By making them
SUCCESSFUL

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

14. Customer Success is NOT…
• Just a Department
• Customer Support
• Account
Management
• Happiness or
Delight
• Churn Mitigation
• Saving Customers
• “Checking in" with
customers
• Customer hand
holding
@lincolnmurphy

15. Customer Success
is a GROWTH
ENGINE

16. Customer
SUCCESS-
driven Growth

17. As customers
SUCCEED and
EVOLVE…

18. …their relationship
with us should
EVOLVE and GROW

19. RENEWAL &
EXPANSION are part
of the Customer’s
SUCCESS

20. Year 1
100%
Customer Lifetime Value
@lincolnmurphy

21. Year 1 Year 2 Year 3 Year 4 Year 5
80%
20%
Customer Lifetime Value
@lincolnmurphy

22. Year 1 Year 2 Year 3 Year 4 Year 5
> 95%
< 5%
Customer Lifetime Value
@lincolnmurphy

23. Customer Lifetime Value
Year 1 Year 2 Year 3 Year 4 Year 5
> 98%
< 2%
Year 6
@lincolnmurphy

24. Resource Allocation
Year 1 Year 2 Year 3 Year 4 Year 5
< 2%
> 98%
Year 6
@lincolnmurphy

25. Customer Success Management
is the process of moving the customer
toward their ever-evolving Desired
Outcome.
“
” - Lincoln Murphy
@lincolnmurphy

26. Customer Success Management…
• Segmentation
• Orchestration
• Intervention
• Instrumentation
• Operationalization

27. Customer
Success
Management
@lincolnmurphy

28. Enrichment

29. Grow BECAUSE of
your effort, not
IN SPITE of it

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

31. Interactions
Start
EARLY

32. “The seeds !
of churn are !
planted early” !
– Lincoln Murphy!
@lincolnmurphy!

34. Avoid
BAD FIT
Customers

35. Who Feels the ACUTE Pain of Bad-fit Customers?
• Sales
• Implementation
• Product
• Marketing
• Support
• Account
Management
• Customer Success
Management
• Your Customer!
@lincolnmurphy

36. Acquire
customers with
SUCCESS
POTENTIAL

37. Technical
Fit
Functional
Fit
Competence
Fit
Experience
Fit
Cultural
Fit
@lincolnmurphy

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

39. Required
Outcome
Appropriate
Experience
Desired Outcome
WHAT your
customer
needs to
achieve
HOW they
need to
achieve it@lincolnmurphy

40. Customer
Characteris9cs
Method
Customer
(segment)
Desired Outcome
@lincolnmurphy
Required
Outcome
Appropriate
Experience

41. Air Travel
Desired Outcome – Air Travel
@lincolnmurphy
Point
A è B
Safely &
Quickly

42. Need to
work, no
9me to eat
Air Travel
Desired Outcome – Air Travel
@lincolnmurphy
Point
A è B
Safely &
Quickly
Assigned
sea9ng, WiFi,
Food service,
leg room
Business
Traveler

43. Save money,
enjoy
des9na9on
Air Travel
Desired Outcome – Air Travel
@lincolnmurphy
Point
A è B
Safely &
Quickly
Cheap fares,
snacks &
drinks
Family
Going on
Vaca9on

46. COVERAGE LEVELS
and RESOURCES are
determined by
DESIRED OUTCOME

47. DESIRED
OUTCOME is the
key to SCALING
Customer Success

48. @lincolnmurphy

49. Churn is the
SYMPTOM of an
Underlying Disease

50. Without Customer Success
• Stagnating Customers
• Customer Churn
• Revenue Churn
• Reputation Suffers
• TAM shrinks
• Sales Friction Increases
• Sales Cycles Extend
• CAC Increases
• Talent Acquisition
Suffers
• Company Value Drops
@lincolnmurphy

51. With Customer Success
• Expanding Customers
• Net Revenue Retention
• Great Reputation
• TAM Increases
• Sales Friction
Decreases
• Sales Cycles Shorten
• CAC Efficiency
• Talent Acquisition
Improves
• Company Value
INCREASES
@lincolnmurphy

52. When your
CUSTOMERS
Succeed...

53. YOU
Succeed!

54. Thank You!
@lincolnmurphy
lincoln@lincolnmurphy.com

55. Awesome! Thanks for your attention.
Learn more about me at http://sixteenventures.com
And contact me via lincoln@lincolnmurphy.com
@LincolnMurphy
Customer Success-driven Growth
Overview