Aligning Product & Customer Success Teams to Fuel Growth by Gainsight Product Leaders

1. Aligning Product & Customer Success Teams to Fuel Growth by Gainsight Product Leaders www.productschool.com

2. CERTIFICATES Your Product Management Certificate Path Product Leadership Certificate™ Full Stack Product Management Certificate™ Product Management Certificate™ 20 HOURS 40 HOURS 40 HOURS

3. Corporate Training Level up your team’s Product Management skills

4. Free Product Management Resources BOOKS EVENTS JOB PORTAL COMMUNITIES bit.ly/product_resources COURSES

6. © Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL. © Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL. TODAY’S SPEAKERS. Mickey Alon Founder & CTO, Gainsight PX Denise Stokowski Group Vice President, Platform Products & PX

7. © Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL. © Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL. AGENDA. Let’s discuss the importance of Product and Customer Success collaboration in the product-led growth. 1 JOURNEY TO PRODUCT-LED GROWTH What’s driving this shift to this new growth strategy? RETENTION & EXPANSION How you can apply a PLG model to retention & expansion. PRODUCT + CS PARTNERSHIP Why does is make sense for CS and product to team up in today’s PLG-focused world? CONTINUING THE DISCUSSION Q&A 2 3 4

8. © Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL. “ © Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL. Using the product as a vehicle to drive customer acquisition, retention and expansion. Turning your product into a growth engine

10. © Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL. © Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL. Acquisition Adoption Retention Growth Customer ● Up-sell/cross-sell ● CAC THE MARKETING FUNNEL ● Market to install base ● Simpliﬁed Pricing & packaging Marketing Sales Process Customers Customer Acquisition Investment Loses Momentum THE CUSTOMER FLYWHEEL VS.

11. © Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL. © Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL. Acquisition Adoption Retention Growth Customer Innovation PRODUCT LIFECYCLE THE CUSTOMER FLYWHEEL VS. ● Time to value ● Outcome ● ROPI = GRR, NDR

12. © Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL. In B2B SaaS.. Adoption Acquisition Retention Growth The Customer Adoption Acquisition Retention Expansion The Customer Adoption Acquisition Retention Expansion The Customer PRODUCT-LED PRODUCT-LED

13. © Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL. “ © Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL. Product-led retention and expansion. The best cure for churn is product adoption.

14. © Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL. © Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL. NRR IS YOUR NORTH STAR “The fastest growing SaaS companies are exceptional at expanding their existing customers.” --Openview partners

15. © Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL. © Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL. 90% GRR A 5% increase in customer retention can lead to an increase in proﬁts of between 25%-95% -Bain & Company

16. © Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL. © Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL. FOCUS ON THE VALUE GAP TO UNLOCK EXPANSION Address discrepancy between what a customer expects from the product and the value delivered ● Prioritize driving GRR and expansion as essential part of your roadmap ● Map your customer journey towards outcome ● Measure adoption goals and product KPIs aligned with success KPIs Adoption is the strongest predictor for churn, over 40% of churn use cases are attributed to depth & breadth of product usage

17. © Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL. © Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL. BUILD A DATA DRIVEN CULTURE ● Measure baseline and usage over time ● Identify friction points ● Focus on retention, frequency,key feature usage and usage sentiment

18. © Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL. © Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL. INVEST IN USER RESEARCH & SENTIMENT ● Learn about their challenges and the Why behind the What: ● Obtaining user opinion provides qualitative aspect to your data. ● Listen to what they say about the product and features.

19. © Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL. © Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL. Measure, Learn, Iterate MAXIMIZE RETURN ON PRODUCT INVESTMENT Create dedicated process to turn insights into tangible results with shorter-deployment cycles ● Continuously iterate and release product enhancements to address usability and growth challenges ● Identify & eliminate friction points focusing on critical touch points ● Use contextual user feedback to learn how users feel about core features

20. © Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL. © Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL. FEATURE ACTIVATION Turn these insights into tangible results at scale depends on the actionability of the data Example: Increasing feature discoverability

23. © Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL. © Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL. THE CUSTOMER Uses the Product Customer Success Product Experience

24. © Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL. © Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL. CUSTOMER SUCCESS & PRODUCT Deliver on Your Product Promises Customer Success Product Experience Uniﬁed understanding of customers, users and features Shared insights combining product usage and customer health Coordinated action both digital and human

25. © Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL. © Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL. MEASURING HEALTH FOR A MORE ACCURATE VIEW OF THE CUSTOMER OUTCOMES ● Deployment ● Engagement ● Adoption ● ROI EXPERIENCE ● NPS ● Onboarding Experience ● Product Experience ● Support Experience ● Sentiment

26. © Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL. © Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL. COORDINATED ACTIONS ACROSS THE CUSTOMER JOURNEY. PRODUCT CUSTOMER SUCCESS Lacks coordination on delivering integrated messaging lacks deeper insight into how individual users are using the product In-app Onboarding Capture feedback Monitor Usage Renew & Expand EBR Monitor Health Welcome Email

27. © Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL. © Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL. Drive Cross-Functional Alignment Product-Led Goals Activities Metrics Marketing Driving sign-ups, product-qualiﬁed leads, generating pipeline and revenue. Pricing & packaging, messaging Product launch, release awareness, PR, thought leadership, user targeting ● PQLs (buying intent) ● Pipeline generated ● Customer Acquisition Cost (CAC) Sales Building repeatable land & expansion motion, drive cross-sell/up-sell opportunities Engaging with the right prospects at the right time, building strategic relationship ● Win-rate ● Bookings & revenue (ARR/NRR) Success Establish strategic partnership with customers to help them drive business outcomes that result in expanded product use. Onboarding, adoption,exec alignment, EBRs, expansion & advocacy, Identify & engage customer at risk ● Customer health score ● Adoption score ● GRR/NRR ● NPS Growth Deliver product experiences that drives business metrics. Measure, learn and iterate on core product functionality to improve usability and reduce friction ● TTV, trial conversion ● Product engagement ● Product sentiment & advocacy ● Bookings & revenue (ARR/NRR)

28. © Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL. © Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL. Product-Led Success Goals Establish strategic partnership with customers to help them drive business outcomes that result in expanded product use. Activities Onboarding, adoption,exec alignment, EBRs, expansion & advocacy, Identify & engage customer at risk Metrics ● Customer health score ● Adoption score ● GRR/NRR ● NPS

30. © Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL. KEY STEPS TOWARD SUCCESS. MIND THE VALUE GAP DEFINE THE METRICS FOR SUCCESS CREATE A SHARED UNDERSTANDING OF YOUR CUSTOMER JOURNEY CREATE CROSS FUNCTIONAL ALIGNMENT FOCUS INITIAL PLG EFFORTS ON RETENTION & EXPANSION MOTIONS

31. www.productschool.com Part-time Product Management Training Courses and Corporate Training

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