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#SALESMACHINE
Annie Tsai
Chief Customer Officer
DoubleDutch
annie@doubledutch.me
@meannie
Customer Success Accelerates
Sal...
#SALESMACHINE
#SALESMACHINE
Customer Success is Evolving in the
Enterprise
REACTIVE PROACTIVE PREDICTIVE
1994 2001-2004 2014-2015
Build ...
#SALESMACHINE
Customer Success Creates an Insight Flywheel
ACQUISITION
ADOPTION
EXPANSION
RENEWAL
 Customer Insights Infl...
#SALESMACHINE
1) Accelerate Time-To-Value
Onboarding Time Matters
More Than Ever in a
Predictive Customer
Success World
#SALESMACHINE
1) Accelerate Time-To-Value
Onboarding Time Matters
More Than Ever in a
Predictive Customer
Success World
• ...
#SALESMACHINE
Onboarding Time Matters
More Than Ever in a
Predictive Customer
Success World
• Introduce express programs t...
#SALESMACHINE
Onboarding Time Matters
More Than Ever in a
Predictive Customer
Success World
• Introduce express programs t...
#SALESMACHINE
Onboarding Time Matters
More Than Ever in a
Predictive Customer
Success World
• Introduce express programs t...
#SALESMACHINE
1) Accelerate Time-To-Value
Research Buy Onboard Use
Onboarding Time Matters
More Than Ever in a
Predictive ...
#SALESMACHINE
2) Early Expansion Stakeholder Mapping
neo4j
#SALESMACHINE
2) Early Expansion Stakeholder Mapping
Map the Org Relative
to Onboarding
Kickoff
Learning
Backend
Technical...
#SALESMACHINE
2) Early Expansion Stakeholder Mapping
Map the Org Relative
to Onboarding
• Include if/then project
teams up...
#SALESMACHINE
2) Early Expansion Stakeholder Mapping
Extended Budget
Owners
Technical
Creative
Project
Owners
Cross-Functi...
#SALESMACHINE
2) Early Expansion Stakeholder Mapping
Map the Org Relative
to Onboarding
• Include if/then project
teams up...
#SALESMACHINE
3) Customer Success Drives Content Marketing
Case Studies, with White
Papers shortly behind, are the
highest...
#SALESMACHINE
Case Studies, with White
Papers shortly behind, are the
highest performing content tools
in marketing
DGR 20...
#SALESMACHINE
4) Right Use Cases Breed Healthy Pipelines
Customer Success helps weed
out use cases that are:
• Poor overal...
#SALESMACHINE
4) Right Use Cases Breed Healthy Pipelines
Customer Health Scores
help determine focus.
Based on a mix of:
•...
#SALESMACHINE
Product & Business
Level Data
Elevates the Customer Success
Conversation
Enhances Product
Roadmap & Overall ...
#SALESMACHINE
Product & Business
Level Data
5) The Shift to Business Partner is @ Loyalty &
Trust
#SALESMACHINE
Product & Business
Level Data
5) The Shift to Business Partner is @ Loyalty &
Trust
#SALESMACHINE
5) The Shift to Business Partner is @ Loyalty &
Trust
Elevates the Customer Success
Conversation
#SALESMACHINE
5) The Shift to Business Partner is @ Loyalty &
Trust
Enhances Product
Roadmap & Overall Mutual
Value
#SALESMACHINE
Customer Success Creates an Insight Flywheel
ACQUISITION
ADOPTION
EXPANSION
RENEWAL
 Customer Insights Infl...
thank y u
Annie Tsai
@meannie
annie@doubledutch.me
How Customer Success Accelerates Sales Velocity
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How Customer Success Accelerates Sales Velocity

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The customer success industry has evolved over the last few years, largely in part due to our ability to leverage both mature saas ecosystems and mature saas stacks in order to connect data and insights across the entire customer journey. Some thoughts on how you can adjust your success model to accelerate sales velocity - B2B Enterprise focused

Published in: Software
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How Customer Success Accelerates Sales Velocity

  1. 1. #SALESMACHINE Annie Tsai Chief Customer Officer DoubleDutch annie@doubledutch.me @meannie Customer Success Accelerates Sales Velocity
  2. 2. #SALESMACHINE
  3. 3. #SALESMACHINE Customer Success is Evolving in the Enterprise REACTIVE PROACTIVE PREDICTIVE 1994 2001-2004 2014-2015 Build v. Buy On Premise Service Licenses Early SaaS Maturing SaaS Ecosystems 2006 Early Pre-Integrated Ecosystems 2016 Maturing SaaS Stacks Connected & Accessible Data Across Customer Journey
  4. 4. #SALESMACHINE Customer Success Creates an Insight Flywheel ACQUISITION ADOPTION EXPANSION RENEWAL  Customer Insights Influence Target Segmentation  Customer Success Drives Content Marketing  Advocates Become Your Best References & Referrals  Accelerate Time-to-Value  Understand Expansion Stakeholders  Build Advocacy  Grow Advocacy Footprint  Support Shift From Vendor to Business Partner  Support Shift From Transactional to Persistent Value  Year Round Expansion Creates Automatic Renewals
  5. 5. #SALESMACHINE 1) Accelerate Time-To-Value Onboarding Time Matters More Than Ever in a Predictive Customer Success World
  6. 6. #SALESMACHINE 1) Accelerate Time-To-Value Onboarding Time Matters More Than Ever in a Predictive Customer Success World • Introduce express programs to accelerate adoption • Upfront alignment on key milestones • Line up data to measure against client stated goals
  7. 7. #SALESMACHINE Onboarding Time Matters More Than Ever in a Predictive Customer Success World • Introduce express programs to accelerate adoption • Upfront alignment on key milestones • Line up data to measure against client stated goals 1) Accelerate Time-To-Value Partner Programs Internal Professional Services Start-up GTD
  8. 8. #SALESMACHINE Onboarding Time Matters More Than Ever in a Predictive Customer Success World • Introduce express programs to accelerate adoption • Upfront alignment on key milestones • Line up data to measure against client stated goals 1) Accelerate Time-To-Value Ecosystem Connections Data Visualization & Access to New Insight Workflow Automation or Management Key User Adoption Material Affect to Business Outcome
  9. 9. #SALESMACHINE Onboarding Time Matters More Than Ever in a Predictive Customer Success World • Introduce express programs to accelerate adoption • Upfront alignment on key milestones • Line up data to measure against client stated goals 1) Accelerate Time-To-Value Template Reports For Each Standard Business Outcome e.g. - {Engagement | Lead Gen | Influence | Feedback}
  10. 10. #SALESMACHINE 1) Accelerate Time-To-Value Research Buy Onboard Use Onboarding Time Matters More Than Ever in a Predictive Customer Success World • Introduce express programs to accelerate adoption • Upfront alignment on key milestones • Line up data to measure against client stated goals
  11. 11. #SALESMACHINE 2) Early Expansion Stakeholder Mapping neo4j
  12. 12. #SALESMACHINE 2) Early Expansion Stakeholder Mapping Map the Org Relative to Onboarding Kickoff Learning Backend Technical Vendor Alignment Internal Change Enablement Internal Process Alignment TTV Signoff
  13. 13. #SALESMACHINE 2) Early Expansion Stakeholder Mapping Map the Org Relative to Onboarding • Include if/then project teams upfront • Define green and red escalation paths • Build growth targets as a part of onboarding Immediate Project Team If/Then Inclusions EscalatorsExtended Budget Owners Technical Creative Project Owners Cross-Functional Stakeholders Executive Influencers
  14. 14. #SALESMACHINE 2) Early Expansion Stakeholder Mapping Extended Budget Owners Technical Creative Project Owners Cross-Functional Stakeholders Executive Influencers Expansion References Expansion Targets Map the Org Relative to Onboarding • Include if/then project teams upfront • Define green and red escalation paths • Build growth targets as a part of onboarding
  15. 15. #SALESMACHINE 2) Early Expansion Stakeholder Mapping Map the Org Relative to Onboarding • Include if/then project teams upfront • Define green and red escalation paths • Build growth targets as a part of onboarding Proof-of- Concept Conversion License Consumption vs.
  16. 16. #SALESMACHINE 3) Customer Success Drives Content Marketing Case Studies, with White Papers shortly behind, are the highest performing content tools in marketing DGR 2015 Report
  17. 17. #SALESMACHINE Case Studies, with White Papers shortly behind, are the highest performing content tools in marketing DGR 2015 Report Case Study CTA • Include Case Study/Reference requests automatically in your license consumption adoption plan Reference CTA 3) Customer Success Drives Content Marketing
  18. 18. #SALESMACHINE 4) Right Use Cases Breed Healthy Pipelines Customer Success helps weed out use cases that are: • Poor overall fit • High long-term cost to manage • No/Low expansion opportunity • No/Low renewal opportunity And identifies champions and advocates to be the face of your brand.
  19. 19. #SALESMACHINE 4) Right Use Cases Breed Healthy Pipelines Customer Health Scores help determine focus. Based on a mix of: • Usage behavior • Support engagement • NPS & QBR feedback
  20. 20. #SALESMACHINE Product & Business Level Data Elevates the Customer Success Conversation Enhances Product Roadmap & Overall Mutual Value 5) The Shift to Business Partner is @ Loyalty & Trust
  21. 21. #SALESMACHINE Product & Business Level Data 5) The Shift to Business Partner is @ Loyalty & Trust
  22. 22. #SALESMACHINE Product & Business Level Data 5) The Shift to Business Partner is @ Loyalty & Trust
  23. 23. #SALESMACHINE 5) The Shift to Business Partner is @ Loyalty & Trust Elevates the Customer Success Conversation
  24. 24. #SALESMACHINE 5) The Shift to Business Partner is @ Loyalty & Trust Enhances Product Roadmap & Overall Mutual Value
  25. 25. #SALESMACHINE Customer Success Creates an Insight Flywheel ACQUISITION ADOPTION EXPANSION RENEWAL  Customer Insights Influence Target Segmentation  Customer Success Drives Content Marketing  Advocates Become Your Best References & Referrals  Accelerate Time-to-Value  Understand Expansion Stakeholders  Build Advocacy  Grow Advocacy Footprint  Support Shift From Vendor to Business Partner  Support Shift From Transactional to Persistent Value  Year Round Expansion Creates Automatic Renewals
  26. 26. thank y u Annie Tsai @meannie annie@doubledutch.me

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