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
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How Customer Success Accelerates Sales Velocity
- 1. #SALESMACHINE Annie Tsai Chief Customer Officer DoubleDutch annie@doubledutch.me @meannie Customer Success Accelerates Sales Velocity
- 4. #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
- 5. #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
- 6. #SALESMACHINE 1) Accelerate Time-To-Value Onboarding Time Matters More Than Ever in a Predictive Customer Success World
- 7. #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
- 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 Partner Programs Internal Professional Services Start-up GTD
- 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 Ecosystem Connections Data Visualization & Access to New Insight Workflow Automation or Management Key User Adoption Material Affect to Business Outcome
- 10. #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}
- 11. #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
- 12. #SALESMACHINE 2) Early Expansion Stakeholder Mapping neo4j
- 13. #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
- 14. #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
- 15. #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
- 16. #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.
- 17. #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
- 18. #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
- 19. #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.
- 20. #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
- 21. #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
- 22. #SALESMACHINE Product & Business Level Data 5) The Shift to Business Partner is @ Loyalty & Trust
- 23. #SALESMACHINE Product & Business Level Data 5) The Shift to Business Partner is @ Loyalty & Trust
- 24. #SALESMACHINE 5) The Shift to Business Partner is @ Loyalty & Trust Elevates the Customer Success Conversation
- 25. #SALESMACHINE 5) The Shift to Business Partner is @ Loyalty & Trust Enhances Product Roadmap & Overall Mutual Value
- 26. #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
- 27. thank y u Annie Tsai @meannie annie@doubledutch.me
Editor's Notes
- Hooking & impersonating a queen triggerfish Picture taken with an actual camera @me | 2x cco | 1x cmo | #custexp advocate | Author
- I work at a company called DoubleDutch – we are applying digital marketing principles to the physical world of events through the science of live engagement marketing…. Offering a new generation of data marketers have never had access to before.
- The sooner you have access to the data, the sooner you can leverage data to accelerate success and expansion
- The sooner you have access to the data, the sooner you can leverage data to accelerate success and expansion
- The sooner you have access to the data, the sooner you can leverage data to accelerate success and expansion
- The sooner you have access to the data, the sooner you can leverage data to accelerate success and expansion
- The sooner you have access to the data, the sooner you can leverage data to accelerate success and expansion
- Cannot stress how critically important it is to have internal alignment on what information will be passed from stage to stage. (marketing – sales – success – support)
- Mar 14-18 GDC Mar 25 Zuck announces acquisition $2B, 18 months after it was funded on Kickstarter, and before it ever shipped product, a $1,500 handset
- Mar 14-18 GDC Mar 25 Zuck announces acquisition $2B, 18 months after it was funded on Kickstarter, and before it ever shipped product, a $1,500 handset
- Give people at platform to speak