our bffs: aligning csm and sales
TRANSCRIPT
©2015 Gainsight. All Rights Reserved.
Our BFFs: Aligning CSM and Sales
JENNIFER KIRKLAND Sr. Director of
Customer Success Conversica
ANTOINE VALENTONE
Vice President of Customers for Life
Showpad
INDY GUHA Moderator
Bain Capital Ventures
JEN MINGO SVP of Customer
Success and GTM Operation
Radius
©2015 Gainsight. All Rights Reserved.
No 100% Perfect Solutions Here
©2015 Gainsight. All Rights Reserved.
Key is to: • Have A Clear Model — • Clear KPIs and Quantitative Goals • And Iterate at Least Annually
©2015 Gainsight. All Rights Reserved.
Radius CS Model 1.0
Survival Mode Challenges
Ø 1 CSM
Ø No Customer Support
Ø No Pre Sales Engagement
Ø ONLY Supporting Post Sales Onboarding
Ø Reaction – Reaction - Reaction
Ø Issues Unresolved
Ø Proper Expectation and Engagement Model not Established
Ø No Time for Proactive Engagement and Growth
©2015 Gainsight. All Rights Reserved.
Building a Strong Customer Success Organization is a Journey not a Destination
Radius CS Model 2.0
Ø Define R & R based on Collaboration for Entire Customer Journey
Ø Hire Hire Hire – You Own the Culture Take an Active Role
Ø Implement Process, Supporting Tools, Training and Change Management
Ø Measure, Learn and Adjust
©2015 Gainsight. All Rights Reserved.
If You Learn 1 Lesson From Radius…
• Build for Scale • Finalize CSM Ratios and Offerings to Build a Model that
Contributes Margin to Company • Brand and Market the Experience
What’s Next for Us………
• Customer Success is a Journey and Requires Company Wide Collaboration and a Customer Back Focus
©2015 Gainsight. All Rights Reserved.
Conversica CS Model
Operating Ratios
Pre-Sales • Marketing
Won Account
• Account Executive
Implemen-tation
• Customer Success Manager • Technical Account Manager
Ongoing Usage
• Customer Success Manager
Retention / Upsell
• Customer Success Manager • Account Executive
The Stages and the Players Metric Target
Number of CSMs ~15
AEs per CSM NA
Accounts per CSM • Division Dependent • Customer Tiers
CS Performance target type
• % Churn • Expansion Revenue
Upsell / Cross-sell Comp Structure
• AE Commission • CSM Bonus
Biggest Wins:
• Consistent & trusted transfer • Marketing to Sales to Customer Success
• CSM positioned as strategic partner • Goals aligned across teams
Trust
Partnership
Conversica AI Assistant
Gainsight Survey
©2015 Gainsight. All Rights Reserved.
If You Learn 1 Lesson From Conversica…
Build mutual goals across teams
Sales: Trust in Customer Success allows focus on new business
Customer Success: Strategic customer partner to build mutual long term value
• Begin customer discovery with pre-sales calls • Upon signing, Gainsight Surveys to AE
• Smooth, thorough knowledge transfer • Report on indicators a customer will be successful • Insight into roll-out nuances specific to customer
goals • CSM sets strategic tone from Welcome call through
Advocacy • Understands customer goals, strives for mutual
success • Partner with AE’s when appropriate
• Escalate if product and expectations do not align • Large expansion opportunities
©2015 Gainsight. All Rights Reserved.
Showpad CS Model
Operating Ratios
Pre-Sales
• Solution Architect • Account Executive
Won Account
• Solutions Architect • Account Executive
Implemen-tation
• Professional Services • Success Coach • Account Executive
Ongoing Usage
• Success Coach • Account Executive
Retention / Upsell
• Sales Engineer • Account Executive
The Stages and the Players Metric Target
Number of CSMs 13
AEs per CSM NA
Accounts per CSM 50 Max
CS Performance target type
95% gross retention 95% Assigned users 85% Active Users
Upsell / Cross-sell Comp Structure
AE gets commission
Biggest Win: We win as a team. Mutual respect and partnership with VP Sales & VP Product, and VP Engineering
©2015 Gainsight. All Rights Reserved.
Driving the Right Behavior
Focus on Value 1. Separate churn and state
• Accounts Executives handle all $$$ conversations • Success Coach’s demonstrate value which increases customer
engagement
2. Not carrots or sticks • No variable pay – 100% salary • Success Coach’s are measured on the health of their patch • Quarterly scorecard review with entire executive staff
Roles & Responsibilities
©2015 Gainsight. All Rights Reserved.
If You Learn 1 Lesson From Showpad…
Value
Adoption
Retention
Focus on Value Like most SaaS organizations, we want to win, retain and grow customers. In order to do that, we focus on delivering value as early and for as long as possible. Generally speaking, customers are more willing to adopt and utilize solutions that enhance their lives. The result is, higher perceived value leads to higher adoption which leads to retention and growth.