How to Track and Demonstrate Customer
Value
Sue Fellows Apttus
Allison Holmlund Host Analytics
Amanda SchmidtAdobe EchoSign
Sue FellowsSue has more than fifteen years’ experience in successfully delivering outstanding customer experiences for global enterprise businesses. Prior to Apttus, Sue was Vice President of Client Success at Oracle where she led teams that successfully partnered with customers to increase solution adoption and expansion. Prior to Oracle, Sue held various leadership roles at RightNow Technologies where she built and optimized teams in Professional Services, Operations and Client Success throughout the company’s rapid growth.
Sue is passionate about customer experience and loves connecting with customers to drive their success.
GVP Customer Excellence,
Apttus
Apttus- Customer Success
• Category defining Quote to Cash Software
company focused on driving the vital
business process between the buyer’s
interest in a purchase and the realization
of revenue.
• More than 300 enterprise customers-
segmented by Levels primarily based on
ACV
Apttus CSM Org Overview
• Apttus CSM Model• CSM Focus
• Customer Management
• Customer Value• Customer
Satisfaction• Renewals
• Renewals:• Approx 25% ACV up for
renew this year• 70% contain auto-
renew clause• Offer ‘first right of
refusal’ to sales team
CSM Value to ApttusCSM Team Metrics:
• Renewal Rate
• Churn Rate
• Customer Health
• Customer Engagement
• NPS/CSAT
• References
• Upsell Opportunities
Activities/Process/Tools:
• CSM Methodology
• Gainsight
• Biggest lever for customer success
• Communication
Measuring customer valueProcess begins in sales cycle
Flows through implementation
CSMs validate/modify/document business objectives, KPIs and measures
CSMs document baselines and goals
CSMs continuously measure, validate and quantify value
CSMs present results/value via Executive Business Reviews
Apttus also offers a formal benchmarking program designed to assist
customers with benchmarking while also providing industry data
Alison Holmlund
Host Analytics
Alison has more than fifteen years of experience in customer facing leadership
positions in fast growing technology companies. Prior to joining the Host
Analytics team, she was with Proofpoint for more than seven years where she
helped grow the company from its pre-revenue stage to $100M in annual
bookings and achieve a subsequent IPO. While at Proofpoint, Alison built out the
technical sales and professional services teams, ran worldwide customer support
and managed a number of sales functions, including account management, sales
development, and sales operations. Alison loves interacting with customers and
helping them to get the most of their investment in cloud technologies.
VP, Customers For Life
Host Analytics - Customer Success
• Leader in cloud financial applications including
planning, financial consolidations, reporting
and analytics
• More than 400 enterprise customers, ~40% up
for renewal each year
• 95+% of renewals are manual
• Customers for Life: 19 people, 4 in Customer
Success
Customer Success Value Metrics
• Measurement: Renewal bookings, renewal
ARR, renewal rates (gross, logo-based),
proactive outreach
• Monitoring (Gainsight), surveying
(Gainsight), proactive outreach
• Escalated Accounts, Early Warning, CFL
Assist, Admin Re-start
EPM Improves Performance
Insight: actionableAccountability: across the orgSpeed: faster processes
Inventory savings: +$1MPlanning participants: 150Budget weeks: 123
Customer Value Measurement
• Main themes: Save time, have confidence
in your data, be more of a business
partner
• Metrics are computed by customer
success with help from the customer
• Baseline is set during the sales cycle,
assessed during various touch points in
the customer lifecycle
• Metrics are presented in PPT
Amanda Schmidt
Adobe EchoSign
Amanda Schmidt is a recognized leader in the high-tech and SaaS industries, having started or led high performing Success organizations at companies such as Mitel, Philips Speech Processing, WebEx, Coremetrics, InsideView and Marketo. She was voted ‘Most Valuable Senior Manager’ at WebEx, and is currently VP of Client Success at Adobe EchoSign. Amanda is passionate about scalable, game-changing customer technologies and processes, which are the cornerstone of customer success.
VP, Client Success
Adobe EchoSign CS Org
• 1B served!
• 2 M+ Adobe Acrobat digital signatures across
federal government, healthcare, education,
pharmaceuticals and financial services
• More than 30M Users are signing with Adobe
Reader across 800M PC’s and 300M mobile
devices worldwide
• 90% of the contacts are up for renewal each
year with many requiring manual renewals
Adobe EchoSign CS Value Measurement Measurement• Measured on Renewals, Upsells, and
Time-to-Value
• Re-tooled:-Lowered ratios, -Now technology enabled with Gainsight, Influitive and InsideView, -focused, strategic service delivery
• New onboarding program
Adobe EchoSign CS Product Value Measurement Measurement• Value proposition translates to significant
productivity gains, green initiatives and hard cost
savings.
• CS or Sales computes the metrics and presents at
QBR’s or renewal.
• Over 200 metrics including local, file upload
types, type of signature, integration, etc.
• Presented in PDF, Email, verbally and of course in
EchoSign!
Q & A