Partner Programs and Customer Success-driven Growth

•

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Originally presented on March 1, 2017, in San Francisco, California at Salesforce as part of a PulseLocal Silicon Valley event. THE KEY ELEMENTS OF CUSTOMER SUCCESS Lincoln Murphy is the co-author of "Customer Success: How Innovative Companies Are Reducing Churn and Growing Recurring Revenue" written with Nick Mehta and Dan Steinman. IIn his keynote presentation at PulseLocal SV in San Francisco on March 1, 2017, Lincoln will outline the Key Elements of Customer Success - including Success Potential, Desired Outcome, Success Milestones, Joint Accountabilities - and how these often overlooked foundational aspects of Customer Success are the keys to unlocking success not just for your customers, but for your company. Since 2006, Lincoln Murphy directly helped 400+ SaaS companies accelerate their growth by optimizing the Customer Lifecycle, from customer acquisition to retention to account expansion and advocacy.

Business

Partner Programs and Customer
Success-driven Growth
Hello, my name is Lincoln Murphy
I’m excited to be presenting to you today!
@LincolnMurphy

Desired Outcome
Customer Success is when customers achieve their
interactions
through with your
companytheir
“
” -  Lincoln Murphy
@lincolnmurphy

Customer Success is NOT...
•  Just a Department
•  Only Account
Management
•  Customer Support
•  About Happiness or
Delight
•  Churn Mitigation
•  Saving Customers
•  “Checking in" with
customers
•  Customer hand-
holding
@lincolnmurphy

…their relationship
with us should
EVOLVE and GROW

RENEWAL &
EXPANSION are part
of the Customer’s
SUCCESS

Customer Success Management
is the process of moving the customer
toward their ever-evolving Desired
Outcome.
“
” -  Lincoln Murphy
@lincolnmurphy

Customer Success Management is...
•  Logical
Segmentation
•  Orchestration
•  Intervention
•  Measurement
•  Account
Management
•  Communication
•  Instrumentation
•  Operationalization

Partners are either…
@lincolnmurphy
Distribu+on
(Channels)
Value-add
(Alliance)

You need partners to…
•  get you in front of more high-quality
customers with Success Potential
(Distribution / Channel)
•  turn bad-ﬁt customers into those with
Success Potential (Value-add / Alliance)
@lincolnmurphy

Partner Success considerations…
•  Why are you
partnering?
•  Why are they
partnering?
•  What’s in it for you?
•  What’s in it for
THEM?
•  What’s in it for YOUR
CUSTOMERS?
•  What’s in it for THEIR
CUSTOMERS?
@lincolnmurphy

Enable your Partners
to do MORE of their
CORE business

Interactions include…
•  Implementation
•  Onboarding
•  Training
•  Integration
•  Help
•  Upsell
•  Renewal
•  Support
•  Knowledge Base
•  Product Use
@lincolnmurphy

“The seeds !
of churn are !
planted early” !
– Lincoln Murphy!
@lincolnmurphy!

Who Feels the ACUTE Pain of Bad-ﬁt Customers?
•  Sales
•  Implementation
•  Product
•  Marketing
•  Support
•  Account
Management
•  Customer Success
Management
•  Your Customer!
@lincolnmurphy

Acquire
customers with 
SUCCESS
POTENTIAL

@lincolnmurphy
Technical Fit
Functional Fit
Competence Fit
Success Potential is…
Experience Fit
Cultural Fit

Required
Outcome
Appropriate
Experience
Desired Outcome
WHAT your
customer
needs to
achieve
HOW they
need to
achieve it@lincolnmurphy

Shared
Customer
Characteris+cs
Method
Customer
Segment
Desired Outcome
@lincolnmurphy
Required
Outcome
Appropriate
Experience

Air Travel
Desired Outcome – Air Travel
@lincolnmurphy
Point
A è B
Safely &
Quickly

Need to
work, no
+me to eat
Air Travel
Desired Outcome – Air Travel
@lincolnmurphy
Point
A è B
Safely &
Quickly
Assigned
sea+ng, WiFi,
Food service,
leg room
Business
Traveler

Save money,
enjoy
des+na+on
Air Travel
Desired Outcome – Air Travel
@lincolnmurphy
Point
A è B
Safely &
Quickly
Cheap fares,
snacks &
drinks
Family
Going on
Vaca+on

DESIRED
OUTCOME is the
key to SCALING
Customer Success

COVERAGE LEVELS
and RESOURCES are
determined by
DESIRED OUTCOME

Typical Customer Segmentation…
@lincolnmurphy

Appropriate Experience segmentation…
@lincolnmurphy

Churn is the
SYMPTOM of an
Underlying Disease

Thank You! 
@lincolnmurphy
lincoln@lincolnmurphy.com

Awesome! Thanks for your attention.
Learn more about me at http://sixteenventures.com
And contact me via lincoln@lincolnmurphy.com
@LincolnMurphy
Partner Programs and Customer
Success-driven Growth

On September 28, 2016, Lincoln Murphy presented to a group of over 100 CEOs, hosted by ACETECH in Vancouver, British Columbia, Canada. Whether you have a subscription business or you sell one-off products or services and simply want to do business with your customer more than once, Customer Success should be your driving purpose. The Customer Success approach is invading the boardroom and impacting the way CEOs think about their business. Today, Customer Success is the hottest B2B movement since the advent of the subscription business model.

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On April 7, 2017, Lincoln Murphy presented at ConversionXL Live! in San Antonio, Texas. We all want to efficiently acquire customers; that’s table stakes. But what if you could also get your customers to stay longer, buy more, invite you into other parts of their business, and advocate for you publicly so the efficiency of your acquisition and expansion efforts constantly improves as you grow? Many companies have already unlocked the secret to this level of success and in his keynote presentation, Lincoln Murphy will show you exactly how to do it, too.

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Customer Success has evolved rapidly from a way to simply make customers “happy” or reduce churn to driving a true growth engine for the business. There’s simply no more efficient – and done correctly, rapid, exponential, and sustainable – growth than growth within and from your existing customer base. As customers succeed and evolve, their relationship with you should evolve and grow as well; but you have to ensure that happens. That’s Customer Success-driven Growth. In this workshop we will cover: - how the evolution of Customer Success should change your strategy - what the 8 elements of Customer Success Management are and why they matter - what these changes will look like inside your company (org structure, compensation models, etc) - the keys to making expansion within - and from - your customer base work in a way that is customer-positive at scale This will be interactive, so bring your questions; we don't want you to leave with any questions you came with, but you'll definitely leave with a lot of new ones! Speaker: Lincoln Murphy Lincoln Murphy is a world-renowned Growth Architect, Consultant, Author, and Keynote Speaker, and one of the earliest evangelists for Customer Success. As founder of Sixteen Ventures, he’s used Customer Success to drive growth across the entire customer lifecycle for more than 400 SaaS and enterprise software companies around the world.

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On March 8, 2017 in San Francisco, California at the inagural Revenue Summit 2017, Lincoln Murphy gave the opening keynote on Day 2, kicking off the day with Customer Success-driven shot in the arm. Customer Success-driven Growth is growth – upsells, cross-sells, customer advocacy, viral expansion, etc. – that occurs as part of the customer’s evolution and success. As customers succeed and evolve, their relationship with you should evolve and grow as well.

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On November 3, 2016, in Florianópolis, Brazil, at RD Summit 2016, Lincoln Murphy presented on Customer Success-driven Growth to an enthusiastic crowd eager to learn how to make their customers - and in turn - their companies, successful. Whether you have a subscription business or you sell one-off products or services and simply want to do business with your customer more than once, Customer Success should be your driving purpose. The Customer Success approach is invading the boardroom and impacting the way CEOs think about their business. Today, Customer Success is the hottest B2B movement since the advent of the subscription business model.

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Customer Successsuccess-potential-the-foundation-of-customer-success starts with acquiring customers that have Success Potential. Customers that have Success Potential are said to be good-fit customers. This is the opposite of bad-fit customers that cannot get value from a relationship with us now or in the near future. A typical reaction to any type of action that appears to limit your market is the Fear of Missing Out (FOMO). So when I say that you should NOT do business with a customer that doesn't have Success Potential, FOMO is going to tell you that you should. FOMO is going to tell you that this is limiting YOUR potential, that it's lowering your Total Addressable Market (TAM). But FOMO is wrong and if you let it dictate how you run your business, you're wrong, too.

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Partner Programs and Customer Success-driven Growth

1. Partner Programs and Customer Success-driven Growth Hello, my name is Lincoln Murphy I’m excited to be presenting to you today! @LincolnMurphy

2. Desired Outcome Customer Success is when customers achieve their interactions through with your companytheir “ ” -  Lincoln Murphy @lincolnmurphy

3. Customer Success is NOT... •  Just a Department •  Only Account Management •  Customer Support •  About Happiness or Delight •  Churn Mitigation •  Saving Customers •  “Checking in" with customers •  Customer hand- holding @lincolnmurphy

6. Customer Success is a GROWTH ENGINE

7. Customer SUCCESS- driven Growth

8. As customers SUCCEED and EVOLVE…

9. …their relationship with us should EVOLVE and GROW

10. RENEWAL & EXPANSION are part of the Customer’s SUCCESS

11. Customer Success Management is the process of moving the customer toward their ever-evolving Desired Outcome. “ ” -  Lincoln Murphy @lincolnmurphy

12. Customer Success Management is... •  Logical Segmentation •  Orchestration •  Intervention •  Measurement •  Account Management •  Communication •  Instrumentation •  Operationalization

13. Partner Success

14. Partners are either… @lincolnmurphy Distribu+on (Channels) Value-add (Alliance)

15. You need partners to… •  get you in front of more high-quality customers with Success Potential (Distribution / Channel) •  turn bad-ﬁt customers into those with Success Potential (Value-add / Alliance) @lincolnmurphy

16. Partner Success considerations… •  Why are you partnering? •  Why are they partnering? •  What’s in it for you? •  What’s in it for THEM? •  What’s in it for YOUR CUSTOMERS? •  What’s in it for THEIR CUSTOMERS? @lincolnmurphy

17. What is your partner’s Desired Outcome?

18. Enable your Partners to do MORE of their CORE business

19. Desired Outcome Customer Success is when customers achieve their interactions through with your companytheir “ ” -  Lincoln Murphy @lincolnmurphy

20. Interactions include… •  Implementation •  Onboarding •  Training •  Integration •  Help •  Upsell •  Renewal •  Support •  Knowledge Base •  Product Use @lincolnmurphy

21. Interactions Start EARLY

22. “The seeds ! of churn are ! planted early” ! – Lincoln Murphy! @lincolnmurphy!

23.

24. Avoid BAD FIT Customers

25. Who Feels the ACUTE Pain of Bad-ﬁt Customers? •  Sales •  Implementation •  Product •  Marketing •  Support •  Account Management •  Customer Success Management •  Your Customer! @lincolnmurphy

26. Acquire customers with  SUCCESS POTENTIAL

27. @lincolnmurphy Technical Fit Functional Fit Competence Fit Success Potential is… Experience Fit Cultural Fit

28. Desired Outcome Customer Success is when customers achieve their interactions through with your companytheir “ ” -  Lincoln Murphy @lincolnmurphy

29. Required Outcome Appropriate Experience Desired Outcome WHAT your customer needs to achieve HOW they need to achieve it@lincolnmurphy

30. Shared Customer Characteris+cs Method Customer Segment Desired Outcome @lincolnmurphy Required Outcome Appropriate Experience

31. Air Travel Desired Outcome – Air Travel @lincolnmurphy Point A è B Safely & Quickly

32. Need to work, no +me to eat Air Travel Desired Outcome – Air Travel @lincolnmurphy Point A è B Safely & Quickly Assigned sea+ng, WiFi, Food service, leg room Business Traveler

33. Save money, enjoy des+na+on Air Travel Desired Outcome – Air Travel @lincolnmurphy Point A è B Safely & Quickly Cheap fares, snacks & drinks Family Going on Vaca+on

34.

35.

36. DESIRED OUTCOME is the key to SCALING Customer Success

37. COVERAGE LEVELS and RESOURCES are determined by DESIRED OUTCOME

38. Logically SEGMENT  Customers

39. Typical Customer Segmentation… @lincolnmurphy

40. Appropriate Experience segmentation… @lincolnmurphy

41. Cohort Segmentation… @lincolnmurphy

42. Churn is the SYMPTOM of an Underlying Disease

43. Desired Outcome Customer Success is when customers achieve their interactions through with your companytheir “ ” -  Lincoln Murphy @lincolnmurphy

44. Customer. SUCCESS.

45. When your CUSTOMERS Succeed...

46. YOU Succeed!

47. Thank You!  @lincolnmurphy lincoln@lincolnmurphy.com

48. Awesome! Thanks for your attention. Learn more about me at http://sixteenventures.com And contact me via lincoln@lincolnmurphy.com @LincolnMurphy Partner Programs and Customer Success-driven Growth

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