the ambassador program: increased post-sales adoption and expansion
TRANSCRIPT
The Ambassador ProgramHow we increased post-‐sales adoption & expansion among
our biggest customers
A little bit about me
• I’ve been to over 50 breweries and 100 wineries.
• My first job in high school was stocking shelves and sawing off deer legs.
• My favorite spot on earth is Yosemite National Park.
We help people build strong, authentic relationships
• Contactually = CRM to help you get referrals from your network
• Major verticals: Real Estate, Finance, Law, Consulting
• We have thousands of individuals customers, and have moved up-market to large firms
Selling to large services firms presents a huge problem
• These firms are composed of contractors who run their own small businesses
• Individuals can largely buy whichever software they want
• When a firm does buy software for their team, they can’t mandate usage and adoption is generally poor
Our enterprise customers wouldn’t buy Contactually unless we could figure out a way to get their teams to adopt it
ENTER THE AMBASSADOR PROGRAM
What is the Ambassador Program?
An exclusive and eliteprogram where the best users at our enterprise customers get 1-1 training & coaching from our Customer Success reps in exchange for theirhelp in training the rest of their colleagues
Ambassador Program =his brain child
Brandon Carroll
How does it work?
• Enterprise CSMs find Power Users, broken down by office
• Reach out to their managers and ask them to choose the the Ambassador for their office
• Once chosen, the Ambassador gets regular 1-hour coaching/consulting calls valued at $500/month
• In return, Ambassadors are the SME for their office and conduct an in-person training once per month
FINDING SUPER USERS
Finding Super Users
• Enterprise CSMs work with large companies, comprised of offices of users that are regionally managed
• In our CRM, we can break down groups of users by Office
• Look at success metrics and recency of use in the application
• We call these highly active, successful users “Super Users
How we define our Super Users
! Activated User = A User who has signed in, connected an email, tracked 25+ relationships, and sent a follow up
! Super User = An Activated User who has sent a follow up within the past 7 days
Narrow to 3. Ask the Regional Manager to
choose.
Allowing the regional manager to choose creates ownership and buy-‐
in.
It also makes the Super User feel special and elite.
GETTING OUR AMBASSADORS RAMPED UP
We first need to ensure our Ambassadors get a huge amount of value
• Our Ambassadors are business owners, and their #1 objective is to grow their business. We coach them specifically on topics that will help grow their business, like:
• How to implement a system to nurture your leads
• How to get more referrals from your past clients
• How to stay top of mind with your professional colleagues
• We also provide 1-1 consulting on how to best implement these best practices in Contactually.
We provide a high-value experience and put a $ value on our coaching.
Training cadence
1 or 2 calls in the first 30 days to
ramp up the Ambassador
1 consulting call every 90 days
after that
Each call is about an hour. Yes, it takes a lot of time. (More on that in a bit!)
We equip the Ambassadors with training materials
• Each month, a 90% complete training presentation is sent to the Ambassador. Ambassadors simply need to add or edit text in a few slides.
• We keep our Ambassadors in the loop. They’re notified of product updates before the general population
• Ambassadors are expected to be the Office “Subject Matter Expert” and to help their fellow office colleagues with Contactually
The training should make the Ambassador look good — both with their colleagues and
their manager.
It looks like it’s created by them. We don’t take any of the credit.
Here’s what our first Ambassador training template looks like
OUR RESULTS SO FAR
We initially piloted with 3 customers across 13 offices
• Worked with the manager to hand-pick our 13 Ambassadors
• Created the training template decks
• Held 1-1s with each Ambassador
We saw promising results right away
• Within first 60 days:
• New people started using Contactually (initial activation increased 7%)
• Existing users became much more engaged (Super Users grew by 9%)
• We expanded the size of the account by $2,100 ARR!
• Moreover, we got a ton of great qualitative feedback, both from Ambassadors and users
Some Contactually love
“The presentation was very well received! I’d say there were 15-20 folks there. And I have a ton of feedback for you.”
“Our ambassadors are telling me that they are learning a lot from their coaching calls with you. Great work!”
“Thanks so much for your time today. I’m really happy with how you listened to my questions, gave me some training and background into the application, and have given me simple concrete tasks to complete in order to reach my goals. Awesome!”
Ambassador:
Executive:
Training attendee:
We’ve since expanded the Ambassador program
• Currently in place at 30% of our enterprise customers
• None of our these customers have churned, and the accounts have expanded by 12% on average in the past 3 months
• We’re iterating on a lot of the Ambassador training and trying to scale the 1-1 training with less direct CSM involvement
KEY LESSONS LEARNED (FROM MISTAKES WE MADE)
Your best users in an account are far better at driving adoption than you are
It’s totally fine to do things that don’t scale (as least at first)
• This was one of many things we tried to increase user adoption. We iterated until we found something that worked.
• 1-1 coaching calls & customized training takes a ton of effort. It wasn’t scalable at first. But over time, we streamlined it. Now we do Ambassador webinars & provide a Tier 1 support line for them vs 1-1 calls.
There’s a reason why TFA is an elite program
• TFA has a 15% acceptance rate
• Why? Because it’s an elite, selective program
• Ensure you’re also selective with your Ambassadors, and stress their elite status
Set clear success criteria & track your results
• We selected our #1 goal —driving greater activation —from the start
• We tracked office-specific stats to see how we were progressing
• It’s OK doing this manually (it doesn’t need to scale!)
• Brandon gained exec buy-in with clear goals & success metrics
Have fun!
http://contactual.ly/1MillionEmails
@cappaert