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AbovethelinerelationshipsCreating the most important playbook to save and nurture strategic
customers
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Tell me!
Do you have The ATL Playbook?
3@CSMpractice #CS100 #CustomerSuccess
You are in the right Session
You currently able to secure renewals,
increase adoption and promote advocacy
and you want to do more of those.
4@CSMpractice #CS100 #CustomerSuccess
You are in the right Session
You want to create a highly engaging
relationship with your customer base where
the decision makers introduces you to other
accounts, advocates for you in public and
approves renewals, even when adoption is low.
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How can you
accomplish that?
@CSMpractice #CS100 #CustomerSuccess
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3 StepsC O M P L E T E
ATL STRATEGY
1. Customer Journey
2. ATL Metrics
3. Advisory Council
@CSMpractice #CS100 #CustomerSuccess
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Map the ATL into Your Customer Journey
1 STeP
8@CSMpractice #CS100 #CustomerSuccess
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Relationship above the line
Executive AlignedGift Basket Onsite visit
with Exec EBR SurveyFollow up
Hig
h To
uch
At S
cale
Onboard Adoption
Local EventsWelcome Email from CEO
kick offInvitation
Invite to Community PR
NPS Surveys
STEP1:Customer JourneyMapping
Intro from AM to Exec
@CSMpractice #CS100 #CustomerSuccess
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Createasenseofresponsibility
Give them a score.
Develop a sense of
customer accountability
and ownership.
EBR
Source: CSM Bootcamp certification program
@CSMpractice #CS100 #CustomerSuccess
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What is the best time to start
developing ATL? What initiatives would you plan to increase in
ATL?
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Customer Advisory Council
2 STeP
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IN a “nutshell”:1) Exclusive by “invitation only” membership of 10-15 executives across industries
2) Bi-annual meetings & quarterly online discussions
3) Commitments to advocate for your platform within their organization & to other executives
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What’s in it for you Ø Develop community and collaboration with senior executivesØ Provide feedback on product strategy & validate important
element in your platformØ Reconfirm executive support at key customers to drive broader
advocacy, adoption and testimonials Ø Understand barriers to broader adoption Ø Extract industry-specific leadership insights
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What’s in it for themØ Exclusive and valuable cross-industry peer network to share
best practicesØ Opportunity to influence your strategic & product directionØ Access to unique thought leadership & research related to your
software business domain expertiseØ Easy access to your roadmapØ Additional adoption and support towards their deployment of
your solution
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When is the “right” time to
start an advisory council?
What would it take to make the
council successful?
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ATL Metrics3 STeP
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Remember your client health score indicators?
Health score Score = 1 Score = 2 Score = 3 Score = 4 Score = 5
ATL Relationship
No ExecutiveSponsor
New ExecutiveSponsor
Clear butdisinterested Executive sponsor
Capable and EngagedExecutive Sponsor
Capable Engaged and Supportive Executive Sponsor
@CSMpractice #CS100 #CustomerSuccess
Source: CSM Bootcamp certification program
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Should you include ATL in
your health score? What weight would you give it?
What other metrics should you monitor to
measure the impact of ATL?
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What do you think?
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Imaginethefeeling…
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Increase adoption / Change management
Create a Competitive Edge
Ongoing product input
Executive level testimonials and introductions
Deal with Power User turnover with ease
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It’s time for you to step onto the lime light
and grow relationship with above the line
executives like a pro …
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TakeActionToday!
• Gotowww.csmpractice.com/ andsignupforourCSMBootcampcertificationprogram
• IfyouneedhelpcreatingyourownATLstrategy,orhavemorequestions,[email protected]
• FollowusonTwitterorInstagram@CSMPractice andlikeourFacebookpageatfacebook.com/csmpractice
Customer Success
Technology
Customer Success
Workshops
Customer Success Strategy
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Just in case slidesThat I would probably not need
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§Reference-ability
§Referrals§Renewal
Source: csmpractice.com/blog
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How to measure ATL impact on Referrals?
Referrals• Referral growth driven by
increase in proactive ATL relationship activities
• Total upsell continue strong growth – driven by strong advocacy plays
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January February MarchAxis Title
Referrals
# Deals # Accounts ACVSource: https://csmpractice.com/blog
@CSMpractice #CS100 #CustomerSuccess
