what data do you need to build a comprehensive health score?
TRANSCRIPT
Produced by
What Data Do You Need to Build
a Comprehensive Health Score?
Introductions
Samuel Smith
Director, Customer Success
BrightTALK
Matt Eastling
Solution Architect
Totango
BrightTALK helps modern marketers
create and nurture leads with video and
webinar marketing programs
TM
Less or a journey, more of an adventure
Items required for the journey
• A mandate is mandatory
• The success function sets the foundation for
health across the organization
• The health model must reflect how your
clients use your product to achieve their goals
• The health score is the icing on the cake
B2B
COMMUNITY
LEADS
VIDEO & WEBINAR
PLATFORM
CONTENT
PRODUCTION
SaaS ServiceService
Solution = SaaS + Service
B2B
COMMUNITY
LEADS
VIDEO & WEBINAR
PLATFORM
CONTENT
PRODUCTION
Customer Success Content ServicesAudience
Solution = SaaS + Service
Our clients still needs to create content, drive audience
and convert leads in order to succeed
A mandate is mandatory
• Originated with the CEO’s vision
- Transition from accounts services to a customer
success model
- Develop a strategy that can scale with a rapidly
growing business
- Build a unified front across all departments (Sales,
Marketing, Product, Services) with the client at the
center
Every journey starts somewhere
We started with process
Business challenges
• No standardized processes for on-boarding
and managing customers
• Limited communication and visibility across
the delivery teams interfacing with clients
• No easy way for CSMs to identify the health
and performance of client programs
A new foundation through Customer Success
• Developed a customer
on-boarding process
• Created user playbooks
and other resources
• Developed post 90-day
materials for client progress
follow-up
B2B
COMMUNITY
LEADS
VIDEO &
WEBINAR
PLATFORM
CONTENT
PRODUCTION
• Our new foundation:
- Unified CSMs via standardization
- Created more cross-talk between SaaS product and delivery teams
- Established a vision for how systems could be automated
B2B
COMMUNITY
LEADS
VIDEO & WEBINAR
PLATFORM
CONTENT
PRODUCTION
SaaS ServiceService
How do clients gain value from BrightTALK?
B2B
COMMUNITY
LEADS
VIDEO &
WEBINAR
PLATFORMCONTENT
PRODUCTION
How do clients use the product?
CLIENT
Our clients are marketing professionals
• They have marketing
strategies
• Their marketing strategy
dictates the mix of product +
services they require
• That mix is a program
Process + technology = magic
Creating visibility and tracking performance
Program Object
Good
75
Poor50Average
Client Health
0.0 100.0 200.0
Program object
Subscription
Summary
Program Leads
Channel Object
Channel Channel
Content Package
Video Live services
Audience Package
Keyword leads Summit leads
• Provides the company visibility into all aspects
of the program
• Defines all of the key players of the program
across teams
• Provides team leads with a portfolio of
programs that they are responsible for
• Creates a straightforward means for teams to
identify cross sell opportunities for their
offerings
A representation in SFDC
of all client business broken
down by programs
Program health in action
Channel Object
Channel
Pro
gra
m
Sum
mary
Content Package
Video
Audience Package
Leads
Program health in action
Program health in action
Results of the Program Object and Totango
• Increased the productivity of CSMs and the delivery teams
through a streamlined view into all business managed
across BrightTALK
• Made communication possible for a complex offering with
many moving parts
• Provided visibility for the BrightTALK to identify where to
prioritize CSM resource to retain and grow accounts
• Set the foundation increased efficiency via attribute-based
automation
Key takeaways
• Your top brass must see value and share the vision
for how Customer Success can help transform your
organization
• Your process and technology layer should reflect
how your clients find value from your offering
• Building a health model becomes much easier
when the other pieces are in place
Produced by
Questions