Gainsight & Eigenworks - Buyer as Hero

The Hero’s Journey in
Customer Success
Presented 11/12/2015
Alan Armstrong, CEO Eigenworks
Eigenworks, Inc.
aa@eigenworks.com
Slides and resources:
bit.ly/buyerherowebinar

Alan Armstrong
Founder & CEO
Eigenworks
Tracey Bozzelli
VP, Growth Hacker
Blackbaud
Today’s Speakers
© Eigenworks Inc. 2015.All rights reserved.
Slides and resources:
bit.ly/buyerherowebinar

© Eigenworks Inc. 2015.All rights reserved. CONFIDENTIAL FOR [CUSTOMER]
The Subscription Economy changes
everything

“Customer Success is the centerpiece of the
subscription economy, because 80% of your
company’s future revenue depends on value
derived after the purchase.”
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However…
Customer Success is still being defined
Sales delivers customers without the deep story

Customer Success is left to “make” the
customer successful with an incomplete
picture of the user, buyer and
organizational goals.

But you can’t make a customer successful

You can only guide them
Old ways
New ways
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But before you can do that
you need to know
Why What How

Are you:
•  A Technician?
•  Or a Guide?

Can you talk about the destination, not just the tools?

A New Approach: The Buyer as Hero
A map you can use to gain a
deeper understanding of:
"   what success means to them
"   how to facilitate their success
by speaking their language
"   how to measure your impact
in terms that matter to them

The Hero’s Journey
© Eigenworks Inc. 2015. All rights reserved. download slides

Using the Hero’s Journey to Discover Buyer’s Quest
Self
Mandate
Experience
Restate
Affirm
Confirm
What
about
…
Restate
Affirm
Confirm
What
if …
Hero
Barrier
Solution

"   Value of the quest…
▶  what about your quest?
▶  how critical is the quest?
"   Overcoming barriers
▶  Did you see feature X?
▶  Were you given support?
Diagnostic Question: “What About …?”

"   Try out potential fixes
▶  what if we provided …
▶  what if we partnered with …
▶  what if we integrated ...
"   Ask customer for ideas
▶  what would a good fix look like?
▶  what would you need to be
successful?
Vision/Possibility Question: “What If …?”

Buyer Discovery Program
"   30 conversations is sufficient to discover the stories present in
the whole population
"   For large populations, choose a segment that represents the
largest learning opportunity
"   Balance ‘good’ and ‘bad’ customers about 50/50. eg: study
both churned accounts and successful renewals
"   Be careful not to draw conclusions too quickly; reserve
judgment until you can look at the whole study
"   Tell customers you are doing strategic research to improve
your company’s products and services

Buyer As Hero™ at Blackbaud
Under increasing competitive pressure,
Blackbaud used this framework to align
strategic initiatives with customer needs

“Blackbaud nearly lost our business. But they redeemed
themselves.
… what really helped them? In front of our President and
the executive management team, they said point blank,
'we screwed up.We recognize that we didn't give you the
service. But we believe that we can be good partners
again.We are going to prove it to you. Here is how.' ”
MaryTodd Winchester,
Vice President of Administration & Operations
Chesapeake
Bay
Foundation

Tracey Bozzelli,
VP, Blackbaud
“Eigenworks helped give us a customer blueprint
and how customers define ‘success.’
… now we are able to better instrument and build
Calls to Actions triggered off what customers
actually value.”

Questions Answers
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EIGENWORKS
Biographies
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Alan Armstrong, Founder and CEO, Eigenworks
Alan Armstrong founded Eigenworks in September 2008
out of his passion for and understanding of the unique
perspective on buyer intelligence captured the phrase
“The Buyer as Hero”™. By treating buyers as
organizational heroes, Eigenworks gets deep insight to the
reasons organizations make buying decisions. Eigenworks
systematically uncovers the patterns inherent in these
decisions.These win, lose, erosion and renewal insights
allow Eigenworks’ client to greatly enhance their
competitive position in their marketplaces.
Eigenworks’ success is driven by Alan’s entrepreneurial
drive and his deep experience as a business development
and product management executive in the software and
information services industry.A natural innovator,Alan has
contributed to the business success of his past employers
through his strategic insight and product management
creativity. His prowess as a musician underlies the
synergistic approach he takes to business success, both for
Eigenworks and for his clients.Alan speaks regularly at
conferences on customer success management, buyer
intelligence and strategic marketing.

Gainsight & Eigenworks - Buyer as Hero

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