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How to Scale Your Customer Success Network by Aligning With Channel Partners

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The challenge of ensuring client and end-user outcomes is much, much tougher when you sell through the Channel. The business model is solid: Channel Partners drive new revenue at scale very effectively. But how do you protect that revenue when it comes time for renewal and upsell? In other words, how do you protect your customers, their ARR, and their outcomes in the Channel?

We’re so excited to present Jen Spencer, VP of Sales & Marketing at Allbound, joined by Karl Rumelhart, VP of Products at Gainsight. Together they represent the definitive authority on how to leverage best practices and cutting-edge technology to set your customers up for success through the Channel from your company’s very first outreach at the top of the funnel all the way through renewal and expansion.

In this webinar, you’ll learn:
Common hurdles facing Customer Success Managers when working with Channel Partners
How to align with Sales & Marketing to create effective operations that ensure healthy customers
How to structure your Partner relationships around positive, repeatable customer outcomes
How to capture and analyze data insights when you don’t have great access to customer usage information
Best practices including technology and tactics for running a world-class CSM org in the Channel
Much, much more

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How to Scale Your Customer Success Network by Aligning With Channel Partners

  1. 1. How to Scale Your Customer Success Network by Aligning With Channel Partners
  2. 2. Jen Spencer VP Sales & Marketing Karl Rumelhart VP Products
  3. 3. This presentation and our discussion may include plans, predictions, estimates or other information that might be considered forward-looking. All forward-looking statements are subject to risks and uncertainties that could cause actual results to differ materially. You are cautioned not to place undue reliance on these forward-looking statements, which reflect our opinions only as of the date of this presentation. Please keep in mind that we assume no obligation and do not intend to update these forward-looking statements. Any unreleased services or features referenced in this or other public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Disclaimer
  4. 4. •Why are Channel Partners important? •What are the challenges of Customer Success with Channel Partners? •How to align with Channel Partners for Success •Technology for Partner Management •Advanced approaches for collaborating with partners •What is the Customer Success Network? •Questions and answers Webinar Agenda
  5. 5. Why Channel Partners? Because in 2017, customers are calling the shots.
  6. 6. •Good partners can meet customer needs in a way that a single vendor cannot. •Partners are combining, supplementing and hybridizing multiple products and services to build out solutions that target specific customer needs. •Successful partners bring their own trusted partners to fill needs that they aren't able to meet. Why Channel Partnerships Are Crucial Partner ecosystems are born!
  7. 7. Great partners build loyalty.
  8. 8. •When customers work with partners they can trust, they stick with them (and you!) •Happy customers spread the word. •More business for your partners = more business for you … at a fraction of the CAC. Channel Partners and Customer Loyalty
  9. 9. What stands in the way of enabling our partners to make customers successful?
  10. 10. Fear of multi-partner collaboration
  11. 11. A complex world of technology
  12. 12. Partnerships that are one-way streets
  13. 13. Lack of hands-on enablement
  14. 14. Content is not based on the seller’s perspective
  15. 15. Customer Success = Partner Success = Your Success
  16. 16. Customer Success and the Channel
  17. 17. Aligning for Success
  18. 18. Traditional Business Manufacturer and Customer not aligned
  19. 19. Manufacturer Customer Traditional Business Manufacturer and Customer not aligned Manufacturer Customer Customer Success Shared alignment on Outcomes
  20. 20. Manufacturer Customer Traditional Business Manufacturer and Customer not aligned Manufacturer Customer Customer Success Shared alignment on Outcomes Manufacturer CustomerPartner Customer Success w/Partner Align Success across ALL THREE
  21. 21. Manufacturer CustomerPartner 1 Drive Success for Partner in context of Customer Drive Success for Customer in context of Partner 2
  22. 22. Gainsight for Partner Management • Deliver success to your Partners like you do for your Customers • Unified view of your Partner and their activities with a Partner360 • Measure and manage partner performance with Health Scores, trending performance data and Calls to Action • Gather partner feedback via Surveys 1
  23. 23. Expand How You Manage Partners to Consider Customer Health ● Partner Managers are like CSM -- driving Outcomes for Partners ● Specify Partner Outcomes as both sales transactions and end-customer success Outcome Leading Indicators (Partner Health) (Partner Manager) Activities Sales-oriented Partner Outcomes Closed Business Pipeline Sales Training Marketing programs CS-oriented Partner Outcomes Successful End Customers, including renewal & expansion rates Customer NPS for partner Customer adoption measures Customer Success Training Data sharing
  24. 24. Challenge: What does each Partner ‘own’? Not uncommon for one Customer to buy -- even the same product -- from multiple partners and/or direct • What part of the customer’s success is each partner responsible for? • What data can be shared with each partner? Customer Prod 1 Partner 1 Prod 2 Partner 2 Prod 1 Partner 2 Prod 3 Direct
  25. 25. Solution: Gainsight Relationships • Separate Health, Data & Processes -- Full 360 for each Relationship • Each Relationship has a Partner field (could be ‘Direct’) Customer Prod 1 Partner 1 Prod 2 Partner 2 Prod 1 Partner 2 Prod 3 Direct Relationships
  26. 26. Understand What Each Partner Owns • Associate Relationships to Partner Accounts so they are available for Partner Managers Customer Prod 1 Partner 1 Prod 2 Partner 2 Prod 1 Partner 2 Prod 3 Direct Partner 1 Partner 2 Partner Accounts Relationships
  27. 27. Access Customer Info via Partner’s 360 360 Degree View of Partner 360 Degree View of the Customer Relationships Owned by the Partner
  28. 28. Customer Success for Partner-Managed Customers2 Tier Your Partners Expect a Learning Curve Share the Benefits
  29. 29. Strategy for Enabling Customer Success with Partners Fulfillment Oriented Partners ● Vendor drives low touch CS programs ● Partner enables outreach through contact sharing ● Collaborate on the list of customers vendor would engage with ● Optional co-brand ● Vendor enables partner to build their CS practice ● Collaborate on high and low touch ● Coordinate success plans, call to actions Value-Add Oriented Partners Foundational - Across All Partners ● Deliver success to your Partners like you do for your customers ● Unified view of your Partner and their activities ● Measure and manage partner performance ● Gather partner feedback
  30. 30. Key Technique: Tech Touch • Automated Outreaches to customers with Success content • Partner needs to share Contacts! • Combine Manufacturer and Partner brands
  31. 31. Sharing Data With Partners Send CSV Files Widget in Salesforce Community Gainsight Everywhere (Roadmap)
  32. 32. Manufacture GS Partner Manufacture GS Partner GS Partners Users Directly Login to Manufacturers’ Gainsight Data Sharing Between Mfr and Partner GS Instances Login Advanced Approaches to Collaborating with Partners
  33. 33. The Customer Success Network
  34. 34. Manufacturer Customer
  35. 35. Manufacturer Reseller Customer
  36. 36. Manufacturer Reseller Customer
  37. 37. Manufacturer Reseller Customer
  38. 38. Manufacturer Reseller Customer
  39. 39. Manufacturer Reseller Customer
  40. 40. Manufacturer Reseller Customer
  41. 41. Manufacturer Reseller Customer
  42. 42. Manufacturer Reseller Customer
  43. 43. Manufacturer Reseller Customer
  44. 44. Thank YouThank YouThank You
  45. 45. Questions

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