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

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

TODAY’S SPEAKERS.
Mickey Alon
Founder & CTO, Gainsight PX
Denise Stokowski
Group Vice President, Platform
Products & PX

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

“
Using the product as a vehicle
to drive customer acquisition,
retention and expansion.
Turning your product into a growth engine

THE NEW GROWTH STRATEGY

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.

Acquisition
Adoption
Retention
Growth
Customer
Innovation
PRODUCT LIFECYCLE THE CUSTOMER FLYWHEEL
VS.
● Time to value
● Outcome
● ROPI = GRR, NDR

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

“
Product-led retention and
expansion.
The best cure for churn is product adoption.

NRR IS YOUR NORTH STAR
“The fastest growing SaaS companies are exceptional
at expanding their existing customers.”
--Openview partners

90% GRR
A 5% increase in customer
retention can lead to an increase in
proﬁts of between 25%-95%
-Bain & Company

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

BUILD A DATA DRIVEN CULTURE
● Measure baseline and usage over time
● Identify friction points
● Focus on retention, frequency,key feature
usage and usage sentiment

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.

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

FEATURE ACTIVATION
Turn these insights into tangible
results at scale depends on the
actionability of the data
Example:
Increasing feature discoverability

ALIGNING PRODUCT & CS TEAMS
TO DRIVE GROWTH

ULTIMATE PARTNERS
Customer Success and Product

THE
CUSTOMER
Uses the Product
Customer
Success
Product
Experience

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

MEASURING HEALTH FOR A MORE
ACCURATE VIEW OF THE CUSTOMER
OUTCOMES
● Deployment
● Engagement
● Adoption
● ROI
EXPERIENCE
● NPS
● Onboarding Experience
● Product Experience
● Support Experience
● Sentiment

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

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)

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

LET’S CONTINUE THE DISCUSSION

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

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

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