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Win by Design, Not by Chance
Hello, my name is Lincoln Murphy
I’m excited to be presenting to
@LincolnMurphy
Stay longer
Buy More
Expand Internally
Advocate Externally
@lincolnmurphy
Grow BECAUSE of
your effort, not 

IN SPITE of it
Desired Outcome
Customer Success is when customers achieve their
interactions
through with your
companytheir 	
“	
”	-  Lincoln Murphy
@lincolnmurphy
EXPANSION comes
from the Customer’s
SUCCESS
Customer
SUCCESS-
driven Growth
As customers
SUCCEED and
EVOLVE…
…their relationship
with us should
EVOLVE and GROW
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
Customer Success
is a GROWTH
ENGINE
Customer Success Management
is the Orchestration, Operationalization,
Instrumentation, and Intervention
designed to ensure customers achieve
their ever-evolving Desired Outcome.
“	
”	-  Lincoln Murphy
@lincolnmurphy
Customer
Success
Management
@lincolnmurphy
Your Success is
meeting your
REVENUE
FORECAST
Their SUCCESS is
achieving their
Desired Outcome
Our success is
DIRECTLY tied to
their success
Customer Success Directly
Impacts Company
VALUATION
Revenue x Multiplier = Value
Company Valuation
Revenue x Multiplier = Value
o There’s
more!
Company Valuation
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
Year 1 Year 2 Year 3 Year 4 Year 5
80%
20%
Customer Lifetime Value
@lincolnmurphy
Year 1 Year 2 Year 3 Year 4 Year 5
> 95%
< 5%
Customer Lifetime Value
@lincolnmurphy
Customer Lifetime Value
Year 1 Year 2 Year 3 Year 4 Year 5
> 98%
< 2%
Year 6
@lincolnmurphy
Resource Allocation
Year 1 Year 2 Year 3 Year 4 Year 5
> 98%
< 2%
Year 6
@lincolnmurphy
Desired Outcome
Customer Success is when customers achieve their
interactions
through with your
companytheir 	
“	
”	-  Lincoln Murphy
@lincolnmurphy
Interactions
Start
EARLY
“The seeds !
of churn are !
planted early” !
– Lincoln Murphy!
@lincolnmurphy!
Avoid
BAD FIT
Customers
Acquire
customers with

Success
POTENTIAL
Technical
Fit
Functional
Fit
Competence
Fit
Experience
Fit
Cultural
Fit
@lincolnmurphy
Why Do You
EXIST?

POWER

is the capacity to
alter the state of
others
You EXIST to
alter the state of
your customers
You can’t
TAKE

power
Power is
GIVEN
Power requires
TRUST
Newton’s
3rd Law
“What go
around come 
around, kid.” 
– Cypress Hill
Make your
CUSTOMERS

powerful!
They’ll make
YOU
powerful!
How will they
make YOU
powerful?
Stay longer
Buy More
Expand Internally
Advocate Externally
@lincolnmurphy
How do you make
your customers
POWERFUL?
By making them
SUCCESSFUL
Required	
Outcome	
Appropriate	
Experience	
Desired Outcome
What your
customer
needs to
achieve
How they
need to
achieve it@lincolnmurphy
Customer	
Characteris9cs	
Method	
Customer	
(segment)	
Desired Outcome
@lincolnmurphy
Required	
Outcome	
Appropriate	
Experience
Air	Travel	
Desired Outcome – Air Travel
@lincolnmurphy
Point	
A	è	B		
Safely	&	
Quickly
Needs	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
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
@lincolnmurphy
Churn is the
SYMPTOM of an
Underlying Disease
Desired Outcome
Customer Success is when customers achieve their
interactions
through with your
companytheir 	
“	
”	-  Lincoln Murphy
@lincolnmurphy
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
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
Desired Outcome
Customer Success is when customers achieve their
interactions
through with your
companytheir 	
“	
”	-  Lincoln Murphy
@lincolnmurphy
Customer.
SUCCESS.
When your
CUSTOMERS
Succeed...
YOU
Succeed!
Thank You!

@lincolnmurphy
lincoln@lincolnmurphy.com
Awesome! Thanks for your attention.
Learn more about me at http://sixteenventures.com
And contact me via lincoln@lincolnmurphy.com
@LincolnMurphy
Win by Design, Not by Chance

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