This presentation - 10 Customer Success Growth Hacks to Drive Up LTV - is by renowned SaaS Expert and Growth Hacker Lincoln Murphy of Gainsight.
The 10 Customer Success Growth Hacks to Increase LTV are:
1. Pitch your CSM Program
2. TTFV: Time to First Value
3. Success Goals Kick-off Meeting
4. Ban the Check-in Call
5. Mutually Assured Success
6. People-Powered Retention Engine
7. Orchestrated Advocacy
8. Accelerate Up-Sell Cycle
9. Churn Hazard Early Warning System
10. Celebrate your Customers’ Success
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.
Tiering, Prioritising, and Segmenting Your Customers
10 Customer Success Growth Hacks to Increase LTV
1. Gainsight Confidential. 2014 Gainsight, Inc. All rights reserved.
10 Customer
Success
Growth Hacks
Lincoln Murphy
July
2014
2. 2014 Gainsight, Inc. All rights reserved.
Lincoln Murphy - Gainsight
Lincoln Murphy is Gainsight’s Customer Success Evangelist and is
responsible for driving Gainsight's thought-leadership in the areas of
Customer Success, retention, churn mitigation, and expansion
revenue. Lincoln’s passion is creating efficient engines of growth for
SaaS (Software-as-a-Service) and Subscription Economy
companies.
@lincolnmurphy
7. 2014 Gainsight, Inc. All rights reserved.
Transactional Economy Subscription Economy
Vendor
Success
Customer
Success
Vendor
Success
Customer
Success
The New Chasm
8. 2014 Gainsight, Inc. All rights reserved.
Vendor
Can I get a
reference?
Want
to
buy
more
?
Ready to renew?
Who
are
you
again
?
Transactional Economy Subscription Economy
Success
Retention
Advocacy
Expansion
Onboarding
Customer
The New Customer Lifecycle
9. 2014 Gainsight, Inc. All rights reserved.
Rethinking the B2B Funnel
MARKET I NG
SALES
RET ENT I ON
10. 2014 Gainsight, Inc. All rights reserved.
Rethinking the B2B Funnel
• People at the top of the funnel get the glory
and the pay... and we're saying, that needs to
change
• But we've said "if your job is in that little part of
the existing funnel, you don't really matter.
Support, service, even Customer Success;
outsource, automate, etc.
• We need a new metaphor; The "Funnel" idea
is outdated
• Never liked it anyway; too passive anyway
M A R K E T I N G
S A L E S
R E T E N T I O N
11. 2014 Gainsight, Inc. All rights reserved.
MA R K ETIN G
SALES
SU C C ESS
The B2B Hourglass
Higher Growth Rate
Higher Multiple
Higher CAC Frontier
12. 2014 Gainsight, Inc. All rights reserved.
M A R K E T I N G
S A L E S
S U C C E S S
The B2B Hourglass
• Simple idea with massive implications
• You'll get as much or more growth from the
"bottom of the funnel" as you will the top
• Clearly you need to get customers initially - top
of the hourglass - but as you do, more and
more of your growth will come from that
established customer base
• It you want to be a high-growth company, you
can't grow just by acquiring net new customers
15. 2014 Gainsight, Inc. All rights reserved.
Success Maturity Model
Revenue
SuccessMaturity
Adoption
Retention
Expansion
Optimization
Transformation
$1 - $5 MM
$5 - $20 MM
$20 - $100 MM
$100 MM - $1 B
$1 B+
16. 2014 Gainsight, Inc. All rights reserved.
… up and to the right
10 CSM Growth Hacks
1. Pitch your CSM Program
2. TTFV: Time to First Value
3. Success Goals Kick-off Meeting
4. Ban the Check-in Call
5. Mutually Assured Success
6. People-Powered Retention Engine
7. Orchestrated Advocacy
8. Accelerate Up-Sell Cycle
9. Churn Hazard Early Warning System
10. Celebrate your Customers’ Success
17. 2014 Gainsight, Inc. All rights reserved.
Pitch your CSM Program
• Promote your Customer
Success initiative
• Is it a differentiator?
• Pitch that you're going to help
them achieve success, not just
functionally use the product
• All customers get a Success
review 6-months after
implementation (continue the
narrative)
• Hack: Success Guarantee
… throw your competitors a curve ball
18. 2014 Gainsight, Inc. All rights reserved.
Time to First Value (TTFV)
• Think of TTFV as a sprint; it’s the
start that matters
• When the deal closes, the baton
just got passed to the next sprinter
• Keep the same milestone-driven
hustle post-sale to get customers
to value quickly
• Hack: Identify quickest win and
plan to get there
… we need more acronyms
19. 2014 Gainsight, Inc. All rights reserved.
Success Goals Kick-off Meeting
• Know the goal of your customer
• Not the functional "job to be
done" but the why
• Ask them "what does massive
success mean to you?”
• Hack: schedule this meeting
with your last customer (and all
going forward)
...GOOOAAAAALLLLLL!
20. 2014 Gainsight, Inc. All rights reserved.
Ban the Check-in Call
• “Just calling to check-in" doesn't work
anymore
• Customers expect you to know how
things are going
• They want you to call with value
suggestions
• Check-in call means you don't know
what's going on (and usually has selfish
motives)
• Hack: Identify a value-added reason to
call your top 10 customers today (then
do it)
… please leave a message
21. 2014 Gainsight, Inc. All rights reserved.
Mutually-assured Success
• Take goals captured in the kick-off meeting
• Agree on how you'll measure the goals
• Have a regular, consistent, and frequent
process to review these
• Reinforce the goal and the progress
• Hack: "is that still why you bought?" and "are
we delivering what we said we would?"
… win-win
22. 2014 Gainsight, Inc. All rights reserved.
People-powered Retention Engine
• Identify 3 people on their end
• Identify 3 people on your end to reach
out to them at least once per month
• If someone leaves, there's
relationship redundancy
• Systematize and automate this
• Hack: Identify your 3x3: 3 people
from your top 10 customers, and 3
from your team; meet
… B2B is still P2P
23. 2014 Gainsight, Inc. All rights reserved.
Orchestrated Advocacy
• Identify your raving fans and
become their fan
• Focus on 9s & 10s on NPS
• Send them a thank-you gift, ask
them to talk with a prospect,
ask to speak at your
conference
• Advocacy actually leads to
higher satisfaction
• Hack: Identify the "Promoters"
on your last NPS and become
their fan
…fans beget fans beget fans
24. 2014 Gainsight, Inc. All rights reserved.
Accelerate Upsell Cycle
• When adoption is slow, it hurts up-
sell velocity
• When adoption is fast, upsell
comes quicker
• Create the same hustle around up-
sell as around initial sale
• Hack: Create plan to get 5 newest
customers to first upsell point in
half the normal time
… license to use
25. 2014 Gainsight, Inc. All rights reserved.
Churn Hazard Early Warning System
• Not just usage; they don't buy to use, they buy
to get value
• Look to all the signs of disengagement
(unsubscribes, not attending webinars, poor
feedback, support issues)
• Hack: Identify 5 non-usage churn threats and
build an alert system around that
… C.H.E.W.S
26. 2014 Gainsight, Inc. All rights reserved.
Celebrate your Customers’ Success
• Customer Success Gong is bigger
• Ring on Renewals
• Ring on other Customer Success milestones
(Funding, New Clients, M&A, Personnel Changes,
etc.)
• Hack: Buy a gong!
… their success is your success
27. 2014 Gainsight, Inc. All rights reserved.
10 CSM Growth Hacks
1. Pitch your CSM Program
2. TTFV: Time to First Value
3. Success Goals Kick-off Meeting
4. Ban the Check-in Call
5. Mutually Assured Success
6. People-Powered Retention Engine
7. Orchestrated Advocacy
8. Accelerate Up-Sell Cycle
9. Churn Hazard Early Warning System
10. Celebrate your Customers’ Success
… up and to the right
28. 2014 Gainsight, Inc. All rights reserved.
Matrix Data Architecture
Reduce Churn
“Headwind”
Increase Up-Sell
“Tailwind”
Scale Team
Efficiently
Source: Measuring the ROI of Customer Success Management Solutions - Mainstay Company
What?
5% points 3% points 25%Why?*
How?
Aggregate
Gainsight
Customer360
Analyze
Gainsight
4-D Analytics
Automate
Gainsight
Predictive
Playbooks
Gainsight Drives Growth
30. Gainsight Confidential. 2014 Gainsight, Inc. All rights reserved.
Q&A
Lincoln Murphy - Gainsight
Lincoln Murphy is Gainsight’s Customer Success Evangelist and is
responsible for driving Gainsight's thought-leadership in the areas of
Customer Success, retention, churn mitigation, and expansion
revenue. Lincoln’s passion is creating efficient engines of growth for
SaaS (Software-as-a-Service) and Subscription Economy
companies.
@lincolnmurphy
Editor's Notes
Notes from slide:
Goldman Sachs did a study a couple years ago showed that recurring revenue business that have a higher retention rate are valued at a higher multiple
Not only do you grow faster, you get valued higher... win-win
--------------
And heck – our company claimed a 97% retention rate, so I figured it would be smooth sailing.
What I didn’t realize is:
Every company claims a 90-something retention rate
Customer retention doesn’t just take care of itself
Eventually, I learned that sales was only the beginning of the story in SaaS. Managing retention, renewals, references and the rest of what recurring revenue required became a big part of my day, in partnership with our awesome Client Services team.
In SaaS, product and sales aren’t enough.
For once, I learned that my dad’s advice was wrong. Well, that wasn’t the only time.
After a happy ending to the story with the sale of our company to Symantec, I met Gainsight. When I heard about the opportunity to become part of this massive Customer Success movement, it was a no-brainer
And heck – our company claimed a 97% retention rate, so I figured it would be smooth sailing.
What I didn’t realize is:
Every company claims a 90-something retention rate
Customer retention doesn’t just take care of itself
Eventually, I learned that sales was only the beginning of the story in SaaS. Managing retention, renewals, references and the rest of what recurring revenue required became a big part of my day, in partnership with our awesome Client Services team.
In SaaS, product and sales aren’t enough.
For once, I learned that my dad’s advice was wrong. Well, that wasn’t the only time.
After a happy ending to the story with the sale of our company to Symantec, I met Gainsight. When I heard about the opportunity to become part of this massive Customer Success movement, it was a no-brainer