1.
THE SECRET TO RAPID GROWTH IN
ANY MARKET
Lincoln Murphy, Founder, Sixteen Ventures
Customer Success Strategist, Gainsight
Take your company to the next level
with Customer Success
Presented at:

2.
Lincoln Murphy
@lincolnmurphy

3.
For a Deep-Dive on Customer Success
http://sixteenventures.com/rdsummit

4.
Gol!!!!
Copyright © 2015 Sixteen Ventures. All rights reserved.

5.
“The purpose of business is to
create and keep a customer.”

6.
The initial sale is critical, but
it’s just the tip of the iceberg

7.
What is Customer Success?
Copyright © 2015 Sixteen Ventures. All rights reserved.

8.
Customer Success is when
your customers achieve their
Desired Outcome through
their interactions with your
company.
Copyright © 2015 Sixteen Ventures. All rights reserved.

9.
Copyright © 2015 Sixteen Ventures. All rights reserved.

10.
Why is Customer Success
something you should care
about?
Copyright © 2015 Sixteen Ventures. All rights reserved.

11.
David Skok
Matrix Partners
http://www.forentrepreneurs.com/why-churn-is-critical-in-saas/
Customer Success
Drives First-order
Growth

12.
Source: http://www.saastr.com/its-not-just-cltv-its-your-trgcltv-that-matters-total-all-in-revenue-generated-by-your-customer/
Customer Success Drives Second-order Growth

13.
0x
5x
15x
20x
EV/RevenueMultiple
Dollar Net Renewal Rate
60% 70% 80% 90% 100% 110% 120%
Source: Altimeter and FactSet 10/2014
10x 7X
15X
CSM Drives Third-order Value

14.
It’s too important to be
thought of as “post-sale” or be
left to chance.
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15.
How is Customer Success
different than what most
companies normally do?
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16.
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17.
Copyright © 2015 Sixteen Ventures. All rights reserved.

18.
Customer Success is Transformational
1. Acquire the Best Customers
2. Engage & Deliver Value Quickly
3. Expand Their Investment
4. Mobilize your Advocates
5. Retain & Renew Customers
Copyright © 2015 Sixteen Ventures. All rights reserved.

19.
1. ACQUIRE THE RIGHT
CUSTOMERS
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20.
Ready
Willing
Able
Acquisition Efficiency
Success Potential
Expansion Potential
Advocacy Potential
Copyright © 2015 Sixteen Ventures. All rights reserved.
Ideal Customer Profile

21.
Ideal Customer Profile
Ready
Willing
Able
Acquisition Efficiency
Success Potential
Expansion Potential
Advocacy Potential
Copyright © 2015 Sixteen Ventures. All rights reserved.

22.
Success Potential
• Only Acquire Customers with Success Potential
• Technical Fit
• Functional Fit
• Experience Fit
• Support Fit
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23.
Use Customer Success to
influence your
Marketing and Sales
Copyright © 2015 Sixteen Ventures. All rights reserved.

24.
“Enter the conversation
already taking place in
your customer’s mind.” –
Robert Collier
Copyright © 2015 Sixteen Ventures. All rights reserved.

25.
“Enter the conversation
already taking place in
your customer’s mind.” –
Robert Collier, c1937
Copyright © 2015 Sixteen Ventures. All rights reserved.

26.
Copyright © 2015 Sixteen Ventures. All rights reserved.
Customer Success = Their Desired Outcome

27.
Copyright © 2015 Sixteen Ventures. All rights reserved.
Customer Success = Their Desired Outcome

28.
2. ENGAGE & DELIVER VALUE QUICKLY
Copyright © 2015 Sixteen Ventures. All rights reserved.

29.
Success Milestones are the
steps required for a customer
to achieve their ever-evolving
Desired Outcome.
Copyright © 2015 Sixteen Ventures. All rights reserved.

30.
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31.
3. EXPAND THEIR INVESTMENT
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32.
Copyright © 2015 Sixteen Ventures. All rights reserved.
“Customers that take an
upsell offer stay longer”
- McKinsey & Company

33.
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34.
Copyright © 2015 Sixteen Ventures. All rights reserved.
Customer Lifetime Value is the
Key Metric

35.
4. MOBILIZE YOUR ADVOCATES
Copyright © 2015 Sixteen Ventures. All rights reserved.

36.
Copyright © 2015 Sixteen Ventures. All rights reserved.
“Customers that come in
through advocacy stay
longer and buy more.”
- McKinsey & Company

37.
Copyright © 2015 Sixteen Ventures. All rights reserved.
“Customers that advocate
for you become stronger
customers themselves.”
- Influitive

38.
Copyright © 2015 Sixteen Ventures. All rights reserved.

39.
5. RETAIN & RENEW CUSTOMERS
Copyright © 2015 Sixteen Ventures. All rights reserved.

40.
Copyright © 2015 Sixteen Ventures. All rights reserved.
When Customer Success is
operationalized around Desired
Outcome-based Success Milestones,
renewals become a non-issue…
renewals just happen.

41.
WHAT ABOUT CHURN?
Copyright © 2015 Sixteen Ventures. All rights reserved.

42.
For a Deep-Dive on Customer Success
http://sixteenventures.com/rdsummit

43.
“The purpose of business is to
create and keep a customer.”

44.
Lincoln Murphy
@lincolnmurphy

45.
For a Deep-Dive on Customer Success
http://sixteenventures.com/rdsummit