Here is a quick guide on transitioning clients from account executives (AEs) to customer success managers (CSMs; aka account managers):
- AE should set relationship management expectations during the sales process:
- AEs should let prospects know that a CSM will be assigned post-sale to ensure they receive the value they are expecting
- AEs should consider introducing the CSM either during proof-of-concept delivery or proposal delivery though they can wait until onboarding (step 4)
- AEs should document the relationship history (preferably in the CRM system)
- Value: Why did the client buy? What is the main ROI driver that led the prospect to become a client now? How will the client judge the success of their purchase? What non-contractual expectations, if any, were set with the client? Are there any unresolved issues?
- Immediate need: Is there an immediate project need? If so, what are the details and when is the deadline?
- Decision making: Who was the ultimate decision maker (the economic buyer)? Who else (user-buyers, technical-buyers) were involved in the decision making process? Were there any ‘blockers’ who were opposed to the transaction? Was the negotiation easy or difficult?
- Users and implementors: Who will be the primary users of the product? Who will be responsible for or involved with implementation?
- AEs and CSMs should meet to discuss the relationship (since the documentation in step 2 is necessary but not sufficient)
- AEs should schedule a formal “onboarding” / “welcome” meetings
- The meeting should be held as soon as possible (ideally within 24 to 48 hours) after the contract is signed.
- If possible, the meeting should be held in person.
- The AE should kick-off the meeting and then hand it over to the CSM. The AE should then take a backseat so the CSM has an opportunity to establish trust with the client.
- The AE and CSM should have shared accountability
- AE commissions should be withheld until the handoff occurs (or at least until the handoff is documented in the CRM)
- The AE and CSM should each be 100% liable for early cancellations
- CSMs are generally always liable for renewals. AEs may also have their compensation tied to the renewal; however, this is not always done since (i) it leads some AEs to overstep their bounds (ii) it can be operationally difficult to manage
A few other tips that are related to AEs and CSMs but separate from handoffs:
- Ensure that CSMs do not carry more than an established maximum number of accounts
- AEs should report to AE managers and CSMs to CSM managers for process consistency; however, AEs should share territory with CSMs to promote alignment and efficiency
- Where possible, specialize roles as follows: SDR; AE; CSM/AM; service delivery