how to use customer success to drive revenue growth through up-sells
DESCRIPTION
The most successful Enterprise SaaS companies know that growing revenue only through new customer acquisition is the less efficient way to scale. Rather, they understand that growing revenue within your existing customer base - through up-sells, cross-sells, and expanded use - is the most profitable way to scale. In fact, Enterprise SaaS companies that grow revenue - and company valuation - by expanding revenue within their existing customer base also know the key to making this work is to focus on - and operationalize - Customer Success. This presentation - How to use Customer Success to drive Revenue Growth through Up-Sells - is from Pulse 2014, the biggest Customer Success industry event ever and included panelists from Adobe DocuSign, Concur, MuleSoftTRANSCRIPT
How to Drive Up-Sell Through Customer Success
Bradley Mirkovich, Concur
Brent Grimes, MuleSoft
Todd McEvilly, DocuSign
Brad Mirkovich
General Manager, Americas
CNQR - 2013 - $545 Million
20,000+ customers in 100+ countries
4,000+ global employees
25 Million registered users
Send over $12 Billion to banks per year
750,000 logins daily
TRAVEL AND EXPENSE CLOUD PLATFORM LEADER
CUSTOMERSUCCESSVISION
Client Development exists as a focal point for the customer to achieve success with Concur.
Anticipating, identifying, and meeting our customer needs is key to Concur’s continued success.
We will measure our impact through revenue growth, customer retention, and relationship health.
CONCURCROSS SELLALIGNMENT
Concur Americas Enterprise Organization Structure:Client Development – 75Sales – 110 (exclusive of overlays)
Upsell/Cross Sell Revenue is the responsibility of both sales and our Client Development Organization. Both are paid on this revenue.
Product Set Engagement Client Satisfaction
ContractualPerformance
Feature Adoption
CONCUR CUSTOMER SUCCESS INDEX
Engagement Client Satisfaction
Feature Adoption
ContractualPerformance
Product Set
• Core Products• Upsell to core • Cross Sell – add on
products and services
CONCUR CUSTOMER SUCCESS INDEX
ContractualPerformance• Core Product
Utilization• Contractual
Term
• Webinar attendance
• Fusion Exchange• Fusion• User Group
participation• Business Review• LinkedIn Client
Group membership• Contractual
Performance
• Net Promoter Score
• End User Survey• Sales Reference• Concur Star
Engagement
• Measurement/ benchmarking
• Scope• Best practices• Dashboard
alignment
CUSTOMERSUCCESS
Todd McEvillyDocuSign Inc.
Vice President, Account Management
DOCUSIGN CONFIDENTIAL 11
About DocuSignVision
Empower organizations to “keep business digital.”
Leader in Market Share
2009 2010 2011 2012 2013
Leader Among Analysts
Leader in Users
#1eSignatureTakes Off
#1eSignature
Wave
#1eSignatureSolutions
DocuSign Enterprise Account ManagerMission: Manage client relationship throughout the customer lifecycle, ensuring maximum value of our partnership through strategic alignment of the DocuSign solution and client business strategy.
1. Main Point-of-contact throughout customer life cycle:• Ensure your on-going satisfaction and value delivery• Customer Advocate/Issue Escalation
2. Adoption:• Monitor & drive utilization• Help identify use case expansion opportunities
3. Pro-active Communication:• Recurring Status Calls to monitor partnership• Strategic Business Reviews
4. Sharing Success:• Customer Community Engagement & Best Practices Sharing• Internal & External Marketing
AdoptionIncrease Consumption
RetentionDecrease Churn
GrowthIncrease Installed-Base
Bookings
Measuring Success:
Brent GrimesMuleSoft
VP Global Customer Success
MuleSoft
Explosion of endpoints driven by the mega-trends of SaaS, big data and the Internet of Things• 2,200+ SaaS companies• 11,000+ open APIs• 50 billion devices and objects will be
connected to the Internet by 2020
• 300+ employees, growing to 500+ by end of year
• Offices in San Francisco, Atlanta, New York, Buenos Aires, London, Sydney, Singapore
• 2013: 91% subscription revenues growth
• 60%+ of new revenue driven by SaaS and/or mobile integration
• MuleSoft’s Anypoint™ Platform: the only unified integration platform for SaaS, SOA and APIs
MULESOFT MISSION• Connect the world’s
applications, data and devices
Market Momentum
MuleSoft Momentum
MuleSoft Mission
Customer Success when growth is the charterVision Deployment Value Realization Growth
Differentiated new customer experience
Prescriptive value realization to growth
Renewal as an opportunity
Requires a complete lifecycle approach
Customer Success @ MuleSoftVision Deployment Value Realization Growth
Guiding principle• Customer Success is a company wide
missionCustomer Success charter
• Proactive, growth-focused engagement
• Rich and current view of every customer
• Blueprint for customer success
Where we are• Building to deliver on this charter
How we prioritize• Maximize 2014 impact• Prioritize bookends
• New customer experience• Renewals as an opportunity
Q&A