how customer success accelerates sales velocity
TRANSCRIPT
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Annie TsaiChief Customer OfficerDoubleDutch
[email protected]@meannie
Customer Success AcceleratesSales Velocity
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Customer Success is Evolving in the Enterprise
REACTIVE PROACTIVE PREDICTIVE
1994 2001-2004 2014-2015Build v. BuyOn Premise
Service Licenses
EarlySaaS
MaturingSaaS
Ecosystems
2006Early
Pre-IntegratedEcosystems
2016Maturing
SaaSStacks
Connected & Accessible Data Across
Customer Journey
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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
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1) Accelerate Time-To-Value
Onboarding Time Matters More Than Ever in a Predictive Customer Success World
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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
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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 ProgramsInternal Professional ServicesStart-up GTD
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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 ConnectionsData Visualization & Access to New InsightWorkflow Automation or ManagementKey User AdoptionMaterial Affect to Business Outcome
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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}
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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
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2) Early Expansion Stakeholder Mapping
neo4j
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2) Early Expansion Stakeholder Mapping Map the Org
Relative to Onboarding
Kickoff
Learning
Backend
Technical
Vendor Alignme
nt
Internal Change
Enablement
Internal Process Alignme
nt
TTV Signoff
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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 BudgetOwners
TechnicalCreative
ProjectOwners
Cross-FunctionalStakeholders
ExecutiveInfluencers
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2) Early Expansion Stakeholder Mapping
Extended BudgetOwners
TechnicalCreative
ProjectOwners
Cross-FunctionalStakeholders
ExecutiveInfluencers
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
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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
ConversionLicense
Consumptionvs.
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3) Customer Success Drives Content Marketing
Case Studies, with White Papers shortly behind, are the highest performing content tools in marketing
DGR 2015 Report
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Case Studies, with White Papers shortly behind, are the highest performing content tools in marketing
DGR 2015 Report
Case Study CTA
• Include Case Study/Referencerequests automatically in your license consumption adoption plan
ReferenceCTA
3) Customer Success Drives Content Marketing
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4) Right Use Cases Breed Healthy PipelinesCustomer 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.
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4) Right Use Cases Breed Healthy PipelinesCustomer Health Scores help determine focus. Based on a mix of: • Usage behavior• Support
engagement• NPS & QBR
feedback
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Product & Business Level Data
Elevates the Customer SuccessConversation
Enhances ProductRoadmap & Overall Mutual
Value
5) The Shift to Business Partner is @ Loyalty & Trust
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Product & Business Level Data
5) The Shift to Business Partner is @ Loyalty & Trust
#SALESMACHINE
Product & Business Level Data
5) The Shift to Business Partner is @ Loyalty & Trust
#SALESMACHINE
5) The Shift to Business Partner is @ Loyalty & Trust
Elevates the Customer SuccessConversation
#SALESMACHINE
5) The Shift to Business Partner is @ Loyalty & Trust
Enhances ProductRoadmap & Overall Mutual
Value
#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
