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The most successful Enterprise SaaS companies know that growing revenue only through new customer acquisition is the less efficient way to scale. Rather, they understand that growing revenue within your existing customer base - through up-sells, cross-sells, and expanded use - is the most profitable way to scale. In fact, Enterprise SaaS companies that grow revenue - and company valuation - by expanding revenue within their existing customer base also know the key to making this work is to focus on - and operationalize - Customer Success. This presentation - How to Align Customer Success Management with Sales and Marketing - is from Pulse 2014, the biggest Customer Success industry event ever and included panelists from Infusionsoft, LinkedIn, Clarizen, Intacct
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How to Align CSM and Sales/Marketing
Aaron Stead, Infusionsoft Kathy Lord, Intacct
Roli Saxena, LinkedIn Ted Purcell, Clarizen
Kathleen LordIntacct
Intacct is the cloud financial management company. Intacct’s
award-winning applications are the preferred financial
applications for AICPA business solutions. Intacct’s financial
management software, in use by more than 7,300 organizations
from startups to public companies, is designed to improve
company performance and make finance more productive.
VP Sales & Customer Success
Intacct - Advocacy for life• Whole company initiative
• Shared leadership between Sales/Services
• Vertical & size segmentation drives engagement model
• Facilitate communications/education
• Owns Customer marketing activities
• Owns Annual User Conference
2014: Customer Lifecycle Marketing• Creating nurture track for our
customers
• Milestone based communications - the right info at the right time
• Personalizing by Vertical, Size, Persona
• Playbooks defined for each scenario
*graphic credit to Jeff Ernst, Forrester Blog
Aaron SteadInfusionsoft
At Infusionsoft, we’re dedicated to a single purpose – helping small businesses
succeed. We help entrepreneurs rethink how to get organized, grow sales, and
save time. We are focused on simplifying sales and marketing so that
entrepreneurs can spend more time doing what they love.
Senior Vice President, Sales
Our Customer Success Team
• Function like a Sales team
• Laser focused on our churn funnel
• Deploy traditional marketing automation
to support human capital
• Ongoing education focus to insure at-risk
customers are getting value
Key Lessons Learned
• Find the smoke before it becomes fire
• Always invest more than you think
• Create cross-functional team to support
your effort
• Metric and measure always
Roli SaxenaLinkedIn
LinkedIn connects the world's professionals to make them more
productive and successful. With more than 300 million members
worldwide, LinkedIn is the world's largest professional network on
the Internet. The company has a diversified business model with
revenue coming from Talent Solutions, Marketing Solutions and
Premium Subscriptions products.
Sales Director, LinkedIn
Our Unique Challenges
• Our customers are our members too
• We sell online and field channels
• Our customers range from
individuals large Multi Nationals
LinkedIn is both a Consumer and Enterprise company
Our Customer Success Philosophy
Make customers successful
and Feel successful
Make customers successful
Unified Customer Success strategy
• Product Strategy: Build product for users success first
• Marketing Strategy: Education focused customer lifecycle
management – on-boarding to renewal
• CSM Strategy: Success with education, implementation and
consulting
• At user, account and decision Maker
Feel successful - Celebrate customers as people
Feel successful – Foster a customer community
If you cannot measure it you cannot fix it
Customer Success
Metrics
• Product Usage
• ROI Metric - % of hires
• Satisfaction Metric – NPS
• Financial Metric – Churn/
upsell
Ted PurcellClarizen | The Enterprise Work Collaboration Company
SVP,
Sales & Customer Success
Clarizen is the award-winning leader in enterprise-class work collaboration and project management solutions. We fuel the high performance teams, including our own, of more than 2500 organizations across 76 countries, including more than 25 of the Fortune 500.
Optimizing Sales, Customer Success, and Marketing Alignment
Specialized White Glove Treatment• Like your favorite 5 star
restaurant, across all roles of the Customer Engagement Lifecycle.
Alignment in Chaos• Major product overhaul, large
scale growth especially in the Enterprise, transition from ‘jack of all trades’ to specialization, and brand expansion.
A Sincere Commitment to a People Agenda• Lead by Example, a Dedicated
investment is mandatory- in time and energy.
Consistent Cadence Drives Alignment and Results
Define Metrics Throughout the Customer Engagement Lifecycle• Top of the Funnel to the Bottom, throughout the on-
boarding and optimization stage, to nurture and reference-ability within the customer and to the market to enable growth and limit churn.
Clear Deliniation of Roles and Responsibilities • Everyone knows what to chew on and what others
are chewing on as well – same page!
Provide a Consultative, Trusted-advisor Experience • Be sincere, deep in content, and leverage use-
metrics and analysis to know the customer.
Q & A
