How to Scale Your Customer Success Management Organization

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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 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 Scale Your Customer Success Management Organization - is from Pulse 2014, the biggest Customer Success industry event ever and included panelists from Box, Marketo, Salesforce.com

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  • Create value: understand customer’s business objectives and how your solution addresses them; ensure your product/services are laser-focused on achieving themDelight users: think of every opportunity to engage with the customer (Admins/End Users/Sponsors/etc) as a chance to improve their perception of your company
  • Start segmentation of services earlier – break out training, consulting, etcThink about customer segmentation and the level of service required as early as possibleData, data, data – push for the instrumentation required to run the CS part of the businessClearly define the CSM role
  • Nasi:- AE's need to be positioned WITH the license sale, not an after-thought- Who will be monitoring all the Chatter deals to ensure success, need to be proactive- should be monitoring on a quarterly basis, EWS scores?1. make sure packaged is positioned with net new sales2. systematic approach to Chatter adoption anywhere there are Chatter entitlements (bundled with CRM, etc)- Add objectives 1. to scale through partners 2. sales team sell as part of selling Chatter(meant for sales team to sell to guarantee success)A Success Package is a precise solution to a specific customer need with clear deliverables that we can scaleWhat is it?Multi-disciplinary engagement to help a customer define and execute a set of plays that will accelerate engagement and adoption of chatter as key business enablerWho needs it? (Conditions)Existing customer who has purchased Chatter but stalled in their adoptionAND Executive Sponsor with a charter to transform some business processes/outcomes across the enterprise with ChatterBusiness ValueIncrease and accelerate time to value of social transformation facilitated by ChatterIdentify and successfully execute Chatter use-cases with quantifiable ROIEnable critical business transformation via social with ChatterSave time and improve the overall success of their Chatter to achieve concrete business goalsKnowledge TransferEducate customers on best best practices for Chatter implementation and related change managementDeliverablesImplementation assessment to help customers focus on critical adoption hot-spotsCharacterization of high-value use case for the customerFaciliated stakeholder/management alignment sessionsCustomized playbook outlining key Chatter implementation and change management playsQuarterly touch points to follow up on implementation for a yearWho will deliver this pilot?Initial Pilot for ~10 customers (Fy14 H2): CSMs with coordination and support from Cloud Architect + Development resources+ Product SpecialistsOn-going (FY15): CSM and SA
  • Nasi:- AE's need to be positioned WITH the license sale, not an after-thought- Who will be monitoring all the Chatter deals to ensure success, need to be proactive- should be monitoring on a quarterly basis, EWS scores?1. make sure packaged is positioned with net new sales2. systematic approach to Chatter adoption anywhere there are Chatter entitlements (bundled with CRM, etc)- Add objectives 1. to scale through partners 2. sales team sell as part of selling Chatter(meant for sales team to sell to guarantee success)A Success Package is a precise solution to a specific customer need with clear deliverables that we can scaleWhat is it?Multi-disciplinary engagement to help a customer define and execute a set of plays that will accelerate engagement and adoption of chatter as key business enablerWho needs it? (Conditions)Existing customer who has purchased Chatter but stalled in their adoptionAND Executive Sponsor with a charter to transform some business processes/outcomes across the enterprise with ChatterBusiness ValueIncrease and accelerate time to value of social transformation facilitated by ChatterIdentify and successfully execute Chatter use-cases with quantifiable ROIEnable critical business transformation via social with ChatterSave time and improve the overall success of their Chatter to achieve concrete business goalsKnowledge TransferEducate customers on best best practices for Chatter implementation and related change managementDeliverablesImplementation assessment to help customers focus on critical adoption hot-spotsCharacterization of high-value use case for the customerFaciliated stakeholder/management alignment sessionsCustomized playbook outlining key Chatter implementation and change management playsQuarterly touch points to follow up on implementation for a yearWho will deliver this pilot?Initial Pilot for ~10 customers (Fy14 H2): CSMs with coordination and support from Cloud Architect + Development resources+ Product SpecialistsOn-going (FY15): CSM and SA
  • Nasi:- AE's need to be positioned WITH the license sale, not an after-thought- Who will be monitoring all the Chatter deals to ensure success, need to be proactive- should be monitoring on a quarterly basis, EWS scores?1. make sure packaged is positioned with net new sales2. systematic approach to Chatter adoption anywhere there are Chatter entitlements (bundled with CRM, etc)- Add objectives 1. to scale through partners 2. sales team sell as part of selling Chatter(meant for sales team to sell to guarantee success)A Success Package is a precise solution to a specific customer need with clear deliverables that we can scaleWhat is it?Multi-disciplinary engagement to help a customer define and execute a set of plays that will accelerate engagement and adoption of chatter as key business enablerWho needs it? (Conditions)Existing customer who has purchased Chatter but stalled in their adoptionAND Executive Sponsor with a charter to transform some business processes/outcomes across the enterprise with ChatterBusiness ValueIncrease and accelerate time to value of social transformation facilitated by ChatterIdentify and successfully execute Chatter use-cases with quantifiable ROIEnable critical business transformation via social with ChatterSave time and improve the overall success of their Chatter to achieve concrete business goalsKnowledge TransferEducate customers on best best practices for Chatter implementation and related change managementDeliverablesImplementation assessment to help customers focus on critical adoption hot-spotsCharacterization of high-value use case for the customerFaciliated stakeholder/management alignment sessionsCustomized playbook outlining key Chatter implementation and change management playsQuarterly touch points to follow up on implementation for a yearWho will deliver this pilot?Initial Pilot for ~10 customers (Fy14 H2): CSMs with coordination and support from Cloud Architect + Development resources+ Product SpecialistsOn-going (FY15): CSM and SA
  • How to Scale Your Customer Success Management Organization

    1. 1. How to Scale Your Customer Success Organization #PulseConf2014
    2. 2. Jon Herstein Box Box’s mission is to make businesses of all sizes more productive, competitive, and collaborative by connecting people and their most important information. Content on Box can be securely shared and easily accessed on the web, through iOS, Android and Windows Phone applications, and extended to partner applications, such as Google Apps, NetSuite and Salesforce. Headquartered in Los Altos, CA, Box is privately held and backed by several leading venture capital firms and strategic investors. SVP Customer Success, Box @jonherstein
    3. 3. What is Success? Create Value & Delight Customers @jonherstein
    4. 4. Customer Lifecycle @jonherstein
    5. 5. Customer Lifecycle and Services SUPPORT CONSULTING CUSTOMER SUCCESS MANAGEMENT CUSTOMER ADVISORY@jonherstein
    6. 6. Organization Customer Success Support Consulting Advisory CSM Retain Ops @jonherstein
    7. 7. Evolution @jonherstein
    8. 8. Lessons Learned • Clearly define CSM role (and supporting metrics) • Data, data, data • Plan for the services you’ll need to deliver 12-18 months ahead; (re)educating Sales takes time • Focus on Retention, not Churn @jonherstein
    9. 9. Anthony Nadalin, Marketo How to Scale Your Customer Success Organization Marketo provides the leading marketing software for companies of all sizes to build and sustain engaging customer relationships, spanning today’s digital, social, mobile and offline channels. Vice President, Customer Account Management tnadalin@marketo.com
    10. 10. How to Scale Your Customer Success Organization • Constantly be aware of loyalty and switching ease • Make breaking up hard to do - maintain relationships and make value visible • Be financially relevant – focus on SaaS economics, retention and growth • More than just empathy – the intelligent farmer • Move from data towards wisdom – right content, right person, right time • To scale, augment with technology. You’re not superman. But hey, you could be Iron Man !
    11. 11. Jonathan Lindsell Salesforce VP, Customers for Life, Global Accounts
    12. 12. How is the Customer Success Group unique 1700+ people focused on customer success The most certified consultants in the ecosystem A vast ecosystem with 22000 worldwide certifications Unrivaled access to R&D 1000’s of successful customers Unique customer centric methodology Global coverage Single source supplier Proactive monitoring systems Trusted Infrastructure and data Tried and tested learning paths
    13. 13. V2MOM VISION, VALUES METHODS, OBSTACLES, MEASURES
    14. 14. Customers for Life Engagement Process Partner Account Manager Regional Partner Manager Account Executive/ Sales Engineer Solution engagement manager Solution delivery manager Program Architect Solution Architect Customer Success Manager Cloud Success Technologist Pre-Sale Pre/Post-Sale Pre/Post-Sale Post-Sale Post-Sale Post-Sale CFL Engaged Partner Engaged
    15. 15. Prescriptive Adoption and Success Advice Define the business problem Develop and execute a plan Onboard the users Identify Improvements Business vision and strategy in place Metrics defined and agreed Project roadmap defined Governance model established Adoption plan established and utilization tracking in-place Technology and data strategies in place Measure process effectiveness
    16. 16. Vision to Value: Taking Customer Success to New Heights Time To Value (TTV) Identify Value Deliver Value Realize Value Validate Value High Touch (>$1M) Light Touch ($200k-$1M) 1->Many Programs & Self-Serve ($10-200k) Self Serve Success Communities Accelerate (onboarding 2.0) Adopt (StickyFeatures) Structure For Success T-12 Buy Get Started Adopt & Extend Renew MaximizeInnovation (ReleaseReadiness) Premier QuarterlyCustomer Check-in Help & Training Red Accounts Support Standard
    17. 17. Global Engagement Model Customer Success Manager Asia Engagement NA Engagement European Engagement South America Engagement Cloud Success Technologist Engage with us at an Enterprise level and not a product level Play a direct role in executing our strategy Show us best practices on how to execute at speed across the world Provide thought leadership and ensure we are not alone Make it easy for us to partner with Salesforce and be geographically agnostic Know our business Partner with us and our multiple partners ww
    18. 18. Thanks
    19. 19. Q & A

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