from $0 to $1 billion, scaling customer success at eloqua webinar slides

@pteshimaAll Rights Reserved Amity 2015

Welcomes

Paul TeshimaFrom $0 to $1B, Scaling

Customer Success at Eloqua

#PracticalCustomerSuccess

Practical Customer Success, Fall 2015 SeriesAugust 24, 2015

@GetAmity


From $0 to $1 BillionScaling Customer Successat EloquaPaul TeshimaCo-founder and CEONudge

@pteshima

@pteshimaAll Rights Reserved Amity 2015 3neednudge.com

How Many of You:

Are Billable?

Have a Quota?

Ever Received a Cape From a Customer?

@pteshimaAll Rights Reserved Amity 2015 4


Get to Product Market Fit

Make it Work, Then Drive Value

Learn to Scale

Grow the Base

A Customer Success Maturity Model


0-20 CustomersGet to Product Market Fit



Customers

0-20 20-100 100 – 1,000 1,000+

StageGet to

Product Market Fit

Make it Work, Then Drive

ValueLearn to

ScaleGrow the

Base

CSMs 0 1-3 <8 By SegmentCSM Role N/A Product

EngagementValue

AdoptionBest

Practices

Variable Comp N/A

50% Corp25% Renewal

25% NPS

30% Corp30%

Ren/NPS30% Upsells

30% Corp30%

Ren/NPS30% Upsells

Systems CRM CRMCSP

CRMCSP

Marketing

CRMCSP

MarketingAMs N/A 0 By Quota By Quota

AM Role N/A N/A X-Sell X-Sell


Market Maturity

Solu

tion

Com

plex

ity Professional Services

Customer Support

Customer Success

User Experience


Product ImprovementsProduct Training/SupportCustomer Success Managers


How to Build the Business Case?


“Please sir can I have some more”


Ensure you look at all factors to drive product engagement

Start building a business case with what you have

Every customer matters do whatever it takes

X Hire a CSM, just yet


20-100 CustomersMake it Work,

Then Drive Value


“Culture eats Strategy for Breakfast”- Peter Drucker



Customers

0-20 20-100 100 – 1,000 1,000+

StageGet to

Product Market Fit


ValueLearn to

ScaleGrow the

Base


EngagementValue

AdoptionBest

Practices

Variable Comp N/A

50% Corp25% Renewal

25% NPS

30% Corp30%

Ren/NPS30% Upsells

30% Corp30%

Ren/NPS30% Upsells

Systems CRM CRMCSP

CRMCSP

Marketing

CRMCSP




The Anatomy of a Great CSM

“Have” DomainOptimistic, But Cynical

Naturally CuriousGreat at Storytelling


CLUBSM


You Can Learn How to be Great At Storytelling


“Storytelling works because the best ones are memorable”


Why Do You Need a Customer Success Platform Now?

SALES CUSTOMERSUCCESS


Start customer success storytelling sessions to drive culture

Hire for motivation and teach the skills

Start implement key CS practices now, to impact future growth

X Put account managers on accounts to upsell

X Let your CSMs become Tier 1 support


100-1,000 CustomersLearn to Scale


HOWWHAT’S

NEXT



Customers

0-20 20-100 100 – 1,000 1,000+

StageGet to

Product Market Fit


ValueLearn to

ScaleGrow the

Base


EngagementValue

AdoptionBest

Practices

Variable Comp N/A

50% Corp25% Renewal

25% NPS

30% Corp30%

Ren/NPS30% Upsells

30% Corp30%

Ren/NPS30% Upsells

Systems CRM CRMCSP

CRMCSP

Marketing

CRMCSP




Potential for New $$$

Curre

nt M

RR

StrategicSr. Account Manager

Named CSM

AccelerateOnboarding CSM Only

EnterpriseNamed CSMNamed TAM

NurtureAccount Manager

Pool of CSMs


I have a hard time saying

“no” to anyoneCUSTOMERS

SALESMARKETING

PRODUCT

PARTNERS

SERVICE


“Few races are won at the start, but many races are lost there”- livestrong.com


Hold Sales/Services/Partners Accountable

< 30 Days 30 – 60 Days > 60 Days

Onboarding Watchlist


Set an Actionable Plan Based on Your Product Value Lifecycle


UPSELL X-SELL

Eloq

ua

Mor

e Co

ntac

ts

Eloq

ua D

ivisi

on 1

Eloq

ua D

ivisi

on 2

Eloq

ua D

ivisi

on 3

Sale

s To

ols

Usage + Value Value + Selling


Find Hunters That Are Better Farmers


Our “Ideal” Customer Lifecycle


Avoid the Sample of One


Grow Exec Support by Developing a Customer Success Cadence


Case in Point: Customer Satisfaction

Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4

-20%

-15%

-10%

-5%

0%

5%

10%

15%

-16%

-8% -9%

-3%

4%2%

4%6%

3%

13%

3%

10%

NPS Score by Quarter


Map our your customer product value lifecycle

Put pressure on other groups to do their part

Develop a customer success cadence with your executive team

X Stop CSMs from leaving the team to other roles

X Hire AMs without domain and product knowledge


1,000+ CustomersGrow the Base

(faster, better, cheaper)


As You Grow You Need to Upsell

Source: Pacific Crest SaaS Benchmark Report


Cost to Renew/Upsell 5x Lower Than New



However New ASP is Still Too Low



Why Grow the Base?

2009 2012 2007 2012ACV Increase

26.5x

ACV Increase

7.5x



Customers

0-20 20-100 100 – 1,000 1,000+

StageGet to

Product Market Fit


ValueLearn to

ScaleGrow the

Base


EngagementValue

AdoptionBest

Practices

Variable Comp N/A

50% Corp25% Renewal

25% NPS

40% Corp30%

Ren/NPS30% Upsells

40% Corp30%

Ren/NPS30% Upsells

Systems CRM CRMCSP

CRMCSP

Marketing

CRMCSP




Running the Machine


The Organization Was Complex

Me(92)

Consulting and

Education(14)

Professional Services

(28)

Account Mgmt

(4)

Product and

Premier Support

(34)

Customer Success

(12)


Leverage upsells/x-sells as a growth lever

Document, train and sell the value of the “machine”

X Underestimate the value of over communicating

X Stop storytelling about customer success


#thebestmarketersintheworlduseEloqua


THANK YOU

Paul TeshimaCo-founder and CEONudge

@pteshima

neednudge.com

Meet our host

Paul PhilpFounder & CEO, Amity

@GetAmity


@GetAmity

Scaling Customer Success

Scaling Customer Success | August 2015Paul Philp - Founder & CEO | [email protected]

From Chaos To Scalability

Renewals

UpliftRetention

Referrals

AdvocacyEfficiency

Productivity

Scalability

Visibility

Confidential © 2015 Amity

Questions?#PracticalCustomerSuccess


@GetAmity


Thank you for being here!Let’s continue the conversation

Paul Teshima @pteshima@NeedNudge

Amity @GetAmity www.GetAmity.com


@GetAmity

http://www.GetAmity.com/

Practical Customer Success, Fall 2015 Series

October 7, 2015Kate Legget, Forrester Research AnalystSmart Processes for Customer Success


@GetAmity

from $0 to $1 billion, scaling customer success at eloqua webinar slides

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