How to Track and Demonstrate Customer

Value

Sue Fellows Apttus

Allison Holmlund Host Analytics

Amanda SchmidtAdobe EchoSign

Sue FellowsSue has more than fifteen years’ experience in successfully delivering outstanding customer experiences for global enterprise businesses. Prior to Apttus, Sue was Vice President of Client Success at Oracle where she led teams that successfully partnered with customers to increase solution adoption and expansion. Prior to Oracle, Sue held various leadership roles at RightNow Technologies where she built and optimized teams in Professional Services, Operations and Client Success throughout the company’s rapid growth.

Sue is passionate about customer experience and loves connecting with customers to drive their success.

GVP Customer Excellence,

Apttus

Apttus- Customer Success

• Category defining Quote to Cash Software

company focused on driving the vital

business process between the buyer’s

interest in a purchase and the realization

of revenue.

• More than 300 enterprise customers-

segmented by Levels primarily based on

ACV

Apttus CSM Org Overview

• Apttus CSM Model• CSM Focus

• Customer Management

• Customer Value• Customer

Satisfaction• Renewals

• Renewals:• Approx 25% ACV up for

renew this year• 70% contain auto-

renew clause• Offer ‘first right of

refusal’ to sales team

CSM Value to ApttusCSM Team Metrics:

• Renewal Rate

• Churn Rate

• Customer Health

• Customer Engagement

• NPS/CSAT

• References

• Upsell Opportunities

Activities/Process/Tools:

• CSM Methodology

• Gainsight

• Biggest lever for customer success

• Communication

Measuring customer valueProcess begins in sales cycle

Flows through implementation

CSMs validate/modify/document business objectives, KPIs and measures

CSMs document baselines and goals

CSMs continuously measure, validate and quantify value

CSMs present results/value via Executive Business Reviews

Apttus also offers a formal benchmarking program designed to assist

customers with benchmarking while also providing industry data

Alison Holmlund

Host Analytics

Alison has more than fifteen years of experience in customer facing leadership

positions in fast growing technology companies. Prior to joining the Host

Analytics team, she was with Proofpoint for more than seven years where she

helped grow the company from its pre-revenue stage to $100M in annual

bookings and achieve a subsequent IPO. While at Proofpoint, Alison built out the

technical sales and professional services teams, ran worldwide customer support

and managed a number of sales functions, including account management, sales

development, and sales operations. Alison loves interacting with customers and

helping them to get the most of their investment in cloud technologies.

VP, Customers For Life

Host Analytics - Customer Success

• Leader in cloud financial applications including

planning, financial consolidations, reporting

and analytics

• More than 400 enterprise customers, ~40% up

for renewal each year

• 95+% of renewals are manual

• Customers for Life: 19 people, 4 in Customer

Success

Customer Success Value Metrics

• Measurement: Renewal bookings, renewal

ARR, renewal rates (gross, logo-based),

proactive outreach

• Monitoring (Gainsight), surveying

(Gainsight), proactive outreach

• Escalated Accounts, Early Warning, CFL

Assist, Admin Re-start

EPM Improves Performance

Insight: actionableAccountability: across the orgSpeed: faster processes

Inventory savings: +$1MPlanning participants: 150Budget weeks: 123

Customer Value Measurement

• Main themes: Save time, have confidence

in your data, be more of a business

partner

• Metrics are computed by customer

success with help from the customer

• Baseline is set during the sales cycle,

assessed during various touch points in

the customer lifecycle

• Metrics are presented in PPT

Amanda Schmidt

Adobe EchoSign

Amanda Schmidt is a recognized leader in the high-tech and SaaS industries, having started or led high performing Success organizations at companies such as Mitel, Philips Speech Processing, WebEx, Coremetrics, InsideView and Marketo. She was voted ‘Most Valuable Senior Manager’ at WebEx, and is currently VP of Client Success at Adobe EchoSign. Amanda is passionate about scalable, game-changing customer technologies and processes, which are the cornerstone of customer success. 

VP, Client Success

Adobe EchoSign CS Org

• 1B served!

• 2 M+ Adobe Acrobat digital signatures across

federal government, healthcare, education,

pharmaceuticals and financial services

• More than 30M Users are signing with Adobe

Reader across 800M PC’s and 300M mobile

devices worldwide

• 90% of the contacts are up for renewal each

year with many requiring manual renewals

Adobe EchoSign CS Value Measurement Measurement• Measured on Renewals, Upsells, and

Time-to-Value

• Re-tooled:-Lowered ratios, -Now technology enabled with Gainsight, Influitive and InsideView, -focused, strategic service delivery

• New onboarding program

Adobe EchoSign CS Product Value Measurement Measurement• Value proposition translates to significant

productivity gains, green initiatives and hard cost

savings.

• CS or Sales computes the metrics and presents at

QBR’s or renewal.

• Over 200 metrics including local, file upload

types, type of signature, integration, etc.

• Presented in PDF, Email, verbally and of course in

EchoSign!

Q & A