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In it Together: Customer Success and Sales

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In today’s companies, it is common for sales and customer success to operate as two separate entities, each with their own vision and goals. Yet, great success is found when these two organizations are brought together as one. Discover the value in aligning customer success and sales, and learn how to get everyone working on the same page.

Published in: Business

In it Together: Customer Success and Sales

  1. 1. In ItTogether:Customer Success and Sales Today’s host Nichole Lemieux Senior Digital Experience Manager Customer Experience, Connected Digital Interactions Cisco
  2. 2. © 2018 Cisco and/or its affiliates. All rights reserved. Customer success methodology People Process Platforms Content Analytics
  3. 3. © 2018 Cisco and/or its affiliates. All rights reserved.© 2018 Cisco and/or its affiliates. All rights reserved. Cisco SuccessHub On demand webinars, videos, infographics, blogs, whitepapers and much more! Visit SuccessHub
  4. 4. In ItTogether:Customer Success and Sales Today’s presenter John Hendrick Partner Success Manager Americas TS: Partner Delivery Executive US Cisco
  5. 5. Recurring revenue Deferred revenue Recurring offers Subscription
  6. 6. © 2018 Cisco and/or its affiliates. All rights reserved. Key questions What? Why? How?
  7. 7. © 2018 Cisco and/or its affiliates. All rights reserved. Adoption Metrics Common customer experience Help customers use what they bought and realize the outcomes and value they expected. So they renew more, buy more, and are more loyal to Cisco.
  8. 8. © 2018 Cisco and/or its affiliates. All rights reserved. Adoption defined: Customer success role Orchestrate delivery of customer outcomes Monitor and maintain customer health to increase renewal and identify expansion opportunities Sales land Monitor and orchestrate (onboard, adopt, grow) Expand renew Onboard • EA Workspace • Smart Account Educate • Process and resource information • Digital content • Use case awareness Adopt • Success plans • Address adoption barriers. • Ongoing customer communications. • Monitor telemetry CS Does NOT do • Design and implementation • Technical or advanced services • Configuration
  9. 9. © 2018 Cisco and/or its affiliates. All rights reserved. Cisco’s transition #1 Hardware Software • EA based • Shared risk for success • Product based • Risk belongs to customers
  10. 10. © 2018 Cisco and/or its affiliates. All rights reserved. Cisco’s transition #2 Software Subscriptions • Subscription based • Risk falls on vendor • Product based • Risk belongs to customers
  11. 11. Today, 89% of companies expect to compete mostly on the basis of customer experience, versus 36% four years ago. Gartner 89%
  12. 12. © 2018 Cisco and/or its affiliates. All rights reserved.© 2018 Cisco and/or its affiliates. All rights reserved. 90% of the profit comes after the initial sale in a software/ SaaS world Boston Consulting Group
  13. 13. © 2018 Cisco and/or its affiliates. All rights reserved. Adoption drives value realization Before customer success After customer success Collab ELA AMP4EP SNTC Collab ELA AMP4EP SNTC 67% 63% 53% 57% 48% 53% 80% 85% 88% 97% 86% 65% Expand 19% Expand 6% Expand `12% Usage Renewal rate
  14. 14. © 2018 Cisco and/or its affiliates. All rights reserved. The financial impact of an adoption practice $110,000 $161,051$151,000 $406,872 Year 1 Year 5 Without customer success practice With customer success practice Revenues 2.5X in year 5 Renewal rate (20% increase) 90% Expansion-related revenues10% Increase in new sales (land)6% Assumptions
  15. 15. © 2018 Cisco and/or its affiliates. All rights reserved. Customer success adoption journey Proves Value Great journeys will generate measureable customer value with each step Renew Actionable Each step will trigger a predefined action that reveals incremental value Common Path A single journey everyone can leverage (Cisco, Partner, & Customer) Data Driven To drive scale, each step should be triggered by data or product telemetry Adopt Land Activate I’m aware I buy I receive I deploy I use I get value I continue Why did I buy? What can it do? How do I use? Am I using it? Is it streamlining my workflows? V A L U E
  16. 16. © 2018 Cisco and/or its affiliates. All rights reserved.© 2018 Cisco and/or its affiliates. All rights reserved. What it is. . . • Identifies customers, determines needs and recommends solutions • Develops customer relationships • Negotiates prices and terms • Focused on “now” (new business) • Typically transactional • Cross-functional effort Sales
  17. 17. © 2018 Cisco and/or its affiliates. All rights reserved. Customer success charter Drive successful customer outcomes through adoption of Cisco solutions Drive business results for Cisco and our partners through increased renewal, expansion and brand loyalty Enable partners to justify, build and optimize their Cisco adoption practices
  18. 18. © 2018 Cisco and/or its affiliates. All rights reserved. Account assignment process RCAT Tool Virtual Digital Partner-led adoption High touch Cisco-led adoption No No Partner capable? Partner capable? Yes Yes Point of Sale Sales Onboarding Adoption Grow Offer Under $49K
  19. 19. © 2018 Cisco and/or its affiliates. All rights reserved. How to work together/help each other Trust Definition of swim lanes Communicate often Agree to deliverables Measure and be transparent in success and failure **When working with a partner consider their adoption practice a lever to approve or disapprove a TIP/OIP)
  20. 20. @CiscoPartners Let us know what you think! customersuccesstalk@external.cisco.com © 2018 Cisco and/or affiliates. All rights reserved. Cisco public.
  21. 21. © 2018 Cisco and/or its affiliates. All rights reserved.© 2017 Cisco and/or its affiliates. All rights reserved. Upcoming sessions Looking Back on Lessons Learned in 2018 November 6, 2018 Revisit some of this year's highlights. Learn what Cisco has on the horizon as we celebrate 2018. Sign up for a webinar© 2018 Cisco and/or affiliates. All rights reserved. Cisco public.

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