{"id":1620,"date":"2021-12-26T18:04:48","date_gmt":"2021-12-26T18:04:48","guid":{"rendered":"https:\/\/sellingsherpa.com\/?p=1620"},"modified":"2026-01-09T16:10:09","modified_gmt":"2026-01-09T21:10:09","slug":"podcast-takeaways-nuffsaid-real-strategies-for-customer-success","status":"publish","type":"post","link":"https:\/\/sellingsherpa.com\/index.php\/2021\/12\/26\/podcast-takeaways-nuffsaid-real-strategies-for-customer-success\/","title":{"rendered":"Podcast Takeaways: &#8217;nuffsaid &#8211; Real Strategies for Customer Success"},"content":{"rendered":"<div class=\"nolwrap\"><div class=\"wp-block-aioseo-table-of-contents\"><ul><li><a class=\"aioseo-toc-item\" href=\"#episode-1-creating-feedback-loops-between-success-product-and-marketing\">Episode 1: Creating Feedback Loops Between Success, Product, and Marketing<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-2-the-challenger-concept-for-customer-success\">Episode 2: The Challenger Concept for Customer Success<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-3-four-points-of-friction-between-sales-and-success\">Episode 3: Four Points of Friction Between Sales and Success<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-4-creating-a-relationship-coverage-strategy\">Episode 4: Creating a Relationship Coverage Strategy<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-5-cs-needs-to-play-a-bigger-role-in-the-feature-request-process\">Episode 5: CS Needs to Play a Bigger Role in the Feature Request Process<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-6-get-the-cfo-to-see-cs-as-a-revenue-driver\">Episode 6: Get the CFO to See CS as a Revenue Driver<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-7-5-prerequisites-to-scaling-customer-success\">Episode 7: 5 Prerequisites to Scaling Customer Success<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-8-create-playbooks-to-mitigate-risk\">Episode 8: Create Playbooks to Mitigate Risk<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-9-advocate-for-these-sales-and-cs-incentive-changes\">Episode 9: Advocate for These Sales and CS Incentive Changes<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-10-when-and-how-to-introduce-success-in-the-sales-cycle\">Episode 10: When and how to Introduce Success in the Sales Cycle<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-11-your-first-90-days-in-founding-a-cs-team\">Episode 11: Your First 90 Days in Founding a CS Team<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-12-when-to-look-for-your-first-customer-success-hire\">Episode 12: When to Look for Your First Customer Success Hire<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-13-career-pathing-for-csms\">Episode 13: Career Pathing for CSMs<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-14-your-first-cs-hire-explained\">Episode 14: Your First CS Hire Explained<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-15-signs-you-have-an-everything-department\">Episode 15: Signs You Have an Everything Department<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-16-an-incentive-structure-that-drives-a-customer-centric-mindset\">Episode 16: An Incentive Structure that Drives a Customer-Centric Mindset<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-17-2020-year-in-review\">Episode 17: 2020 Year in Review<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-18-why-you-should-implement-a-customer-maturity-index\">Episode 18: Why You Should Implement a Customer Maturity Index<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-19-be-the-cco-that-builds-relationships-with-marketing\">Episode 19: Be the CCO That Builds Relationships with Marketing<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-20-csm-comp-plans-how-to-think-about-the-base-salary-variable-split\">Episode 20: CSM Comp Plans &#8211; How to Think About the Base Salary\/Variable Split<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-21-the-customer-data-your-cross-functional-peers-need\">Episode 21: The Customer Data Your Cross-Functional Peers Need<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-22-tactics-for-a-strong-cco-cmo-relationship\">Episode 22: Tactics for a Strong CCO &amp; CMO Relationship<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-23-how-to-build-a-customer-advocacy-program\">Episode 23: How to Build a Customer Advocacy Program<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-24-finance-feedback-for-ccos-from-blend-lever-usertesting-and-higherlogic\">Episode 24: Finance Feedback for CCOs (From Blend, Lever, UserTesting, and HigherLogic)<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-25-coach-your-csms-to-facilitate-engaging-meetings\">Episode 25: Coach Your CSMs to Facilitate Engaging Meetings<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-26-3-ways-to-strengthen-your-relationship-with-product\">Episode 26: 3 Ways to Strengthen Your Relationship With Product<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-27-these-5-coaching-methods-will-build-a-consultative-mindset-with-csms\">Episode 27: These 5 Coaching Methods Will Build a Consultative Mindset with CSMs<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-28-cs-ops-the-force-multiplier-role\">Episode 28: CS Ops &#8211; The Force Multiplier Role<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-29-risk-forecasting-should-be-in-your-dna\">Episode 29: Risk Forecasting Should Be In Your DNA<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-30-3-essential-questions-to-ask-before-buying-software\">Episode 30: 3 Essential Questions to Ask Before Buying Software<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-31-bring-customers-into-the-heart-of-your-business-literally\">Episode 31: Bring Customers Into The Heart of Your Business, Literally<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-32-the-low-touch-model-maturity-scale\">Episode 32: The Low-Touch Model Maturity Scale<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-33-a-customer-advisory-board-plan-that-works\">Episode 33: A Customer Advisory Board Plan That Works<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-34-why-it-s-not-if-csms-should-own-renewals-it-s-when\">Episode 34: Why It&#039;s Not &quot;If&quot; CSMs Should Own Renewals, It&#039;s &quot;When&quot;<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-35-career-lessons-from-15-years-in-tech\">Episode 35: Career Lessons from 15 Years in Tech<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-36-de-risking-account-transitions\">Episode 36: De-Risking Account Transitions<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-37-why-your-nps-might-be-higher-in-the-u-s\">Episode 37: Why Your NPS Might Be Higher in the U.S.<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-38-a-360-degree-growth-and-maintenance-plan-for-your-low-tier-customers\">Episode 38: A 360-Degree Growth and Maintenance Plan for Your Low-Tier Customers<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-39-coach-csms-on-how-to-communicate-fires-internally\">Episode 39: Coach CSMs on How to Communicate &quot;Fires&quot; Internally<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-40-build-vs-buy-you-need-to-lay-a-foundation-for-cs-first\">Episode 40: Build vs Buy? You Need to Lay a Foundation for CS First<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-41-don-t-just-throw-together-a-digitally-led-engagement-model-panel-discussion\">Episode 41: Don&#039;t Just Throw Together a Digitally-Led Engagement Model (Panel Discussion)<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-42-interview-csms-like-intercom\">Episode 42: Interview CSMs Like Intercom<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-43-how-digital-customer-engagement-works-at-zendesk\">Episode 43: How Digital Customer Engagement Works at Zendesk<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-44-how-customer-success-becomes-equal-to-product-sales-and-marketing\">Episode 44: How Customer Success Becomes Equal to Product, Sales, and Marketing<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-45-does-your-success-team-have-an-innovation-and-intelligence-role\">Episode 45: Does Your Success Team Have an &quot;Innovation and Intelligence&quot; Role?<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-46-how-vmware-sets-up-listening-posts-for-customer-sentiment\">Episode 46: How VMWare Sets Up Listening Posts for Customer Sentiment<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-47-debate-part-1-is-ownership-a-last-century-concept\">Episode 47: Debate Part 1 &#8211; Is &quot;Ownership&quot; a Last-Century Concept?<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-48-debate-part-2-does-assigning-ownership-create-division\">Episode 48: Debate Part 2 &#8211; Does Assigning Ownership Create Division?<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-49-treat-onboarding-like-a-product-and-other-advice-for-working-with-high-volume-smb-customers\">Episode 49: &quot;Treat Onboarding Like a Product&quot; and Other Advice for Working with High Volume SMB Customers<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-50-breaking-down-the-risk-escalation-process\">Episode 50: Breaking Down the Risk Escalation Process<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-51-why-csms-must-act-like-psychologists\">Episode 51: Why CSMs Must Act Like Psychologists<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-52-6-ingredients-csms-need-to-mix-into-every-customer-relationship\">Episode 52: 6 Ingredients CSMs Need to Mix Into Every Customer Relationship<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-53-if-your-risk-assessment-doesn-t-look-at-personas-within-accounts-it-s-not-accurate\">Episode 53: If Your Risk Assessment Doesn&#039;t Look at Personas Within Accounts, It&#039;s Not Accurate<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-54-moving-from-a-career-in-sales-to-cs-listen-to-this-vp-s-advice\">Episode 54: Moving From a Career in Sales to CS? Listen to this VP&#039;s Advice<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-55-why-ccos-of-the-future-may-have-a-background-in-product\">Episode 55: Why CCOs of the Future May Have a Background in Product<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-56-step-1-of-growing-your-executive-influence\">Episode 56: Step 1 of Growing Your Executive Influence<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-57-how-we-drive-advocacy-through-customer-marketing\">Episode 57: How We Drive Advocacy Through Customer Marketing<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-58-how-outreach-reduces-ttv-with-customer-education\">Episode 58: How Outreach Reduces TTV With Customer Education<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-59-defining-the-ideal-customer-profile-the-cs-leader-s-guide\">Episode 59: Defining the Ideal Customer Profile &#8211; The CS Leader&#039;s Guide<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-60-the-new-school-system-of-customer-segmentation\">Episode 60: The New School System of Customer Segmentation<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-61-how-salesforce-monetizes-customer-success\">Episode 61: How Salesforce Monetizes Customer Success<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-62-how-cs-teams-can-help-support-orgs-be-more-proactive\">Episode 62: How CS Teams Can Help Support Orgs Be More Proactive<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-63-ccos-need-these-skills-to-become-coo\">Episode 63: CCOs Need These Skills to Become COO<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-64-a-hiring-philosophy-from-klue-s-vp-of-cs\">Episode 64: A Hiring Philosophy from Klue&#039;s VP of CS<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-65-how-to-measure-voc-at-the-speed-of-relevance\">Episode 65: How to Measure VoC at the Speed of Relevance<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-66-how-to-use-health-scores-and-usage-data-to-increase-customer-retention\">Episode 66: How to Use Health Scores and Usage Data to Increase Customer Retention<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-67-3-tactics-for-accelerating-your-career-from-gainsight-s-cco\">Episode 67: 3 Tactics for Accelerating Your Career From Gainsight&#039;s CCO<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-68-asana-s-kalina-bryant-on-why-a-culture-of-connection-and-empathy-is-key-to-successful-customer-advocacy-in-a-hybrid-world\">Episode 68: Asana&#039;s Kalina Bryant on Why a Culture of Connection and Empathy is Key to Successful Customer Advocacy in a Hybrid World<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-69-how-to-get-budget-for-a-cx-initiative\">Episode 69: How to Get Budget for a CX Initiative<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-70-3-great-things-that-happen-when-cs-owns-sales-engineering\">Episode 70: 3 Great Things That Happen When CS Owns Sales Engineering<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-71-engineering-customer-value-led-growth\">Episode 71: Engineering Customer Value-Led-Growth<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-72-two-tactics-to-level-up-your-voc-program\">Episode 72: Two Tactics to Level-Up Your VoC Program<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-73-scaling-here-s-how-to-get-ahead-of-a-declining-customer-experience\">Episode 73: Scaling? Here&#039;s How to Get Ahead of a Declining Customer Experience<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-74-the-core-themes-of-customer-led-growth\">Episode 74: The Core Themes of Customer-Led Growth<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-75-why-cs-has-the-best-opportunity-to-hire-retain-and-promote-more-black-leaders\">Episode 75: Why CS Has the Best Opportunity to Hire, Retain, and Promote More Black Leaders<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-76-how-cs-ops-works-at-linkedin\">Episode 76: How CS Ops Works at LinkedIn<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-77-how-to-break-into-cs-ops-with-gainsight-s-seth-wylie\">Episode 77: How to Break Into CS Ops With Gainsight&#039;s Seth Wylie<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-78-signs-your-cs-team-is-operating-like-a-cost-center-not-a-profit-center\">Episode 78: Signs your CS Team is Operating Like a Cost Center, Not a Profit Center<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-79-why-customer-onboarding-should-never-really-end\">Episode 79: Why Customer Onboarding Should Never Really End<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-80-gitlab-s-jeff-beaumont-on-how-cs-ops-drives-net-retention\">Episode 80: GitLab&#039;s Jeff Beaumont on How CS Ops Drives Net Retention<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-81-use-high-touch-strategies-to-inform-your-digitally-led-model\">Episode 81: Use High-Touch Strategies to Inform Your Digitally-Led Model<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-82-for-gainsight-s-lane-hold-digital-cs-is-a-strategy-not-a-segment\">Episode 82: For Gainsight&#039;s Lane Hold, Digital CS Is a Strategy, Not a Segment<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-83-the-future-of-digital-cs-just-take-a-look-at-brian-lafaille-s-program\">Episode 83: The Future of Digital CS? Just Take a Look at Brian LaFaille&#039;s Program [*]<\/a><\/li><li><a class=\"aioseo-toc-item\" href=\"#episode-84-tips-for-launching-a-digital-cs-strategy-with-elisabeth-courland\">Episode 84: Tips for Launching a Digital CS Strategy with Elisabeth Courland<\/a><\/li><\/ul><\/div>\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-1-creating-feedback-loops-between-success-product-and-marketing\">Episode 1: Creating Feedback Loops Between Success, Product, and Marketing<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Train all customer facing teams (sales, success, support) to properly extract feedback from customers\n<ul class=\"wp-block-list\">\n<li>What problem are you trying to solve with a feature request?<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Host regular meetings (2x per month) for front line teams to update product on what is happening<\/li>\n\n\n\n<li>Conduct quarterly deep dives into customer feedback, surveys, closed-lost opportunity reasons, and churn reasons<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-2-the-challenger-concept-for-customer-success\">Episode 2: The Challenger Concept for Customer Success<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Teach, Tailor, Take Control\n<ul class=\"wp-block-list\">\n<li>Teach prospects how your product solves common industry challenges<\/li>\n\n\n\n<li>Tailor the solution to the prospect&#8217;s specific needs <\/li>\n\n\n\n<li>Take Control by pushing the customer to challenge their own assumptions (and ultimately their processes and goals)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-3-four-points-of-friction-between-sales-and-success\">Episode 3: Four Points of Friction Between Sales and Success<\/h2>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Misalignment at the beginning around what you are selling and how success delivers on that promise.\n<ul class=\"wp-block-list\">\n<li>This can be written into the SoW.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>There is not a clear understanding of what it takes to onboard the customer.\n<ul class=\"wp-block-list\">\n<li>Who is involved?<\/li>\n\n\n\n<li>How long will it take?<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Miscommunication of what the CSM is responsible for and what the customer is responsible for.<\/li>\n\n\n\n<li>Lack of shared understanding of roles (Economic sponsor; power users; etc.)\n<ul class=\"wp-block-list\">\n<li>Collaborate on a customer journey to ensure the economic buyer is involved throughout the duration of the contract<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-4-creating-a-relationship-coverage-strategy\">Episode 4: Creating a Relationship Coverage Strategy<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Three parts (see <a href=\"https:\/\/blog.nuffsaid.com\/relationship-coverage-strategy\" target=\"_blank\" rel=\"noreferrer noopener\">nuffsaid blog post here<\/a>)<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Define power user, champion, and buyer roles\n<ul class=\"wp-block-list\">\n<li>Champion is an advocate for the adoption and ongoing use of the product. They have to have the authority to change business process. Finally, they can directly influence purchasing decisions.<\/li>\n\n\n\n<li>Buyers make purchasing decisions without approval from anyone else. They influence business process decisions by demanding business goals\/outcomes. <\/li>\n\n\n\n<li>Power Users is not defined by frequent usage; rather they are defined by needing the product to get their job done.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Measure relationship strength\n<ul class=\"wp-block-list\">\n<li>Define the customer&#8217;s entire lifecycle and how engaged the CSM and customer should be at each stage<\/li>\n\n\n\n<li>Set standards around relationship strength with each person at the customer<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Set relationship coverage expectations\n<ul class=\"wp-block-list\">\n<li>Type of org (SMB vs ENT) vs. Product Breadth<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-5-cs-needs-to-play-a-bigger-role-in-the-feature-request-process\">Episode 5: CS Needs to Play a Bigger Role in the Feature Request Process<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The success team has the best understanding of customer needs.  <\/li>\n\n\n\n<li>5 Step Process:\n<ol class=\"wp-block-list\">\n<li>Track all customer requests in one place (to be able to search, sort, edit, and filter)<\/li>\n\n\n\n<li>Assign a business value to each customer request across customers (existing ARR &amp; future potential)<\/li>\n\n\n\n<li>Assign a churn risk to each request across customers<\/li>\n\n\n\n<li>Estimate the product, design, and engineering effort (cost) it will take to complete the request<\/li>\n\n\n\n<li>Update the customer when the request is complete<\/li>\n<\/ol>\n<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-6-get-the-cfo-to-see-cs-as-a-revenue-driver\">Episode 6: Get the CFO to See CS as a Revenue Driver<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Need to overcome two problems (a) CS tends to scale with revenue growth (b) Other departments make more sophisticated arguments about how investments will drive revenue growth<\/li>\n<\/ul>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Understand the CFO goals<\/li>\n\n\n\n<li>The CFO wants the head of CS to care about the cost to retain revenue (CS spend \/ ARR)<\/li>\n\n\n\n<li>Ensure your cost to retain revenue aligns with your CFO&#8217;s<\/li>\n\n\n\n<li>Define the cost to retain revenue for each business segment<\/li>\n\n\n\n<li>Sign up to drive more revenue compared to the prior year (net retention)<\/li>\n\n\n\n<li>Get credit for the total revenue managed, not the total renewed<\/li>\n\n\n\n<li>Even if you have a perfect plan, be ready with smart answers for how to reduce costs <\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-7-5-prerequisites-to-scaling-customer-success\">Episode 7: 5 Prerequisites to Scaling Customer Success<\/h2>\n\n\n\n<ol class=\"wp-block-list\">\n<li>CS needs to be a top priority at the executive level (rather than embedded in another team)<\/li>\n\n\n\n<li>Narrow the focus of CSMs\n<ul class=\"wp-block-list\">\n<li>Split commercial and non-commercial responsibilities<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Segment customers along experience, not just spend\n<ul class=\"wp-block-list\">\n<li>Take into account customers&#8217; specific preferences and ARR potential (not just current spend)<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Scale your &#8216;right-touch&#8217; engagement model by creating a customer community<\/li>\n\n\n\n<li>Education needs to be closely aligned with CS\n<ul class=\"wp-block-list\">\n<li>align on content, timing, and delivery method<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-8-create-playbooks-to-mitigate-risk\">Episode 8: Create Playbooks to Mitigate Risk<\/h2>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Head of CS needs to understand why customers churn\n<ul class=\"wp-block-list\">\n<li>Capture churn reasons in CRM<\/li>\n\n\n\n<li>Conduct loss interviews<\/li>\n\n\n\n<li>Collect &amp; look at usage data<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Categorize reasons into 5-10 higher level themes (aka: risk types)\n<ul class=\"wp-block-list\">\n<li>What it is<\/li>\n\n\n\n<li>When it typically occurs in customer lifecycle<\/li>\n\n\n\n<li>Identify early warning signs &amp; whether or not it was preventable<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Build playbooks for each category\n<ul class=\"wp-block-list\">\n<li>Ensure they are living docs that improve over time<\/li>\n\n\n\n<li>Outline intended outcome<\/li>\n\n\n\n<li>List data to collect and questions to ask<\/li>\n\n\n\n<li>Outline actions CSMs should take<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-9-advocate-for-these-sales-and-cs-incentive-changes\">Episode 9: Advocate for These Sales and CS Incentive Changes<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Create team-based bonus plans based on net-retention (rather than individual commission plans)<\/li>\n\n\n\n<li>CS should have commercial responsibility for upsells.<\/li>\n\n\n\n<li>Sales should have incentives tied to customer health over the first 90 days.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-10-when-and-how-to-introduce-success-in-the-sales-cycle\">Episode 10: When and how to Introduce Success in the Sales Cycle<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Don&#8217;t hand-off; hand-overlap.<\/li>\n\n\n\n<li>CS should be involved pre-sales for selected strategic deals.  The CSM adds value by sharing specific stories of customer success.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-11-your-first-90-days-in-founding-a-cs-team\">Episode 11: Your First 90 Days in Founding a CS Team<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Days 1-30: Determine the Why, Where, and Who of CS\n<ul class=\"wp-block-list\">\n<li>Why: For example, net retention.  Align the Why across all internal teams.<\/li>\n\n\n\n<li>Where: For example, direct report into CEO.<\/li>\n\n\n\n<li>Who: Core skill sets of hiring profile. Also, Who in terms of your customer segments.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Days 31-60: What &amp; When\n<ul class=\"wp-block-list\">\n<li>What:: KPIs: Define leading &amp; lagging indicators; Compensation; Training; Playbooks &amp; processes<\/li>\n\n\n\n<li>When: How do your customers want to be engaged? How do you want to engage them at various milestones.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Days 61-90: How\n<ul class=\"wp-block-list\">\n<li>Consistent execution and iteration based on feedback with &amp; impact on the customer<\/li>\n\n\n\n<li>Early on, team leaders should take on some accounts personally<\/li>\n\n\n\n<li>Start measuring KPIs<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-12-when-to-look-for-your-first-customer-success-hire\">Episode 12: When to Look for Your First Customer Success Hire<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Depends on the WHY:\n<ul class=\"wp-block-list\">\n<li>If upsell, background in sales<\/li>\n\n\n\n<li>If onboarding, background in training &amp; education<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>It is a lot harder to train on critical soft-skills\n<ul class=\"wp-block-list\">\n<li>Ownership\/accountability<\/li>\n\n\n\n<li>Collaboration (esp. advocating for customer with Product)<\/li>\n\n\n\n<li>Communication<\/li>\n\n\n\n<li>Curiosity\/Growth Mindset<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-13-career-pathing-for-csms\">Episode 13: Career Pathing for CSMs<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Focus on competency level development.<\/li>\n\n\n\n<li>Given concrete examples of how competencies are expressed at each level. But be clear it is about continued performance, not checking the box one time. <\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-14-your-first-cs-hire-explained\">Episode 14: Your First CS Hire Explained<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Even at an early stage, it is important to have someone who is responsible for CS (even if they have other responsibilities)<\/li>\n\n\n\n<li>Key skills:\n<ul class=\"wp-block-list\">\n<li>Consultative<\/li>\n\n\n\n<li>Communication<\/li>\n\n\n\n<li>Project management<\/li>\n\n\n\n<li>Change management<\/li>\n\n\n\n<li>Tech-savvy<\/li>\n\n\n\n<li>Business acumen<\/li>\n\n\n\n<li>Intelligence<\/li>\n\n\n\n<li>Humility<\/li>\n\n\n\n<li>Collaboration<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-15-signs-you-have-an-everything-department\">Episode 15: Signs You Have an Everything Department<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>If your team does not have a strong definition of purpose with clear KPIs (esp. net retention)<\/li>\n\n\n\n<li>If you don&#8217;t have good data to drive decisions<\/li>\n\n\n\n<li>If you are doing tickets (which means you are support not success)<\/li>\n\n\n\n<li>If you don&#8217;t have strong alignment with sales<\/li>\n\n\n\n<li>If you are not part of the pre-sales motion (at least for strategic customers)<\/li>\n\n\n\n<li>If you don&#8217;t have a relationship with the economic buyer<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-16-an-incentive-structure-that-drives-a-customer-centric-mindset\">Episode 16: An Incentive Structure that Drives a Customer-Centric Mindset<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Give sales an incentive to ensure new customers are successfully implemented (and renew); give CS an incentive for closed won new business<\/li>\n\n\n\n<li>For engineering, pay an incentive for when features pass a certain usage threshold<\/li>\n\n\n\n<li><\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-17-2020-year-in-review\">Episode 17: 2020 Year in Review<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Here is a partial list of proudest CS achievements:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Better CS enablement<\/li>\n\n\n\n<li>Clear career paths<\/li>\n\n\n\n<li>Data-foundation to measure and improve\/grow the business<\/li>\n\n\n\n<li>Updating account health notes (for top accounts) on a regular basis (as fast as weekly)<\/li>\n\n\n\n<li>Customizable QBR templates (and generator)<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-18-why-you-should-implement-a-customer-maturity-index\">Episode 18: Why You Should Implement a Customer Maturity Index<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Think of a 2&#215;2 with two dimensions:\n<ul class=\"wp-block-list\">\n<li>Customer health score<\/li>\n\n\n\n<li>Customer maturity index: Customer&#8217;s ability to do their job such that they release value from your solution.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-19-be-the-cco-that-builds-relationships-with-marketing\">Episode 19: Be the CCO That Builds Relationships with Marketing<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">(no key highlights)<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-20-csm-comp-plans-how-to-think-about-the-base-salary-variable-split\">Episode 20: CSM Comp Plans &#8211; How to Think About the Base Salary\/Variable Split<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>CS teams tend to have a broader set of goals than sales has.  Consequently, it makes sense to focus on objective-based  bonuses rather than outcome-driven commission.<\/li>\n\n\n\n<li>Smaller companies should index more heavily on NPS, renewal, referenceable customers. Larger companies should index more on net retention.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-21-the-customer-data-your-cross-functional-peers-need\">Episode 21: The Customer Data Your Cross-Functional Peers Need<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>CS leaders need to think about what decision <em>other<\/em> departments need to make<\/li>\n\n\n\n<li>Examples are:\n<ul class=\"wp-block-list\">\n<li>Churn forecasting<\/li>\n\n\n\n<li>ICP Fit (each quarter, update each customer as: good, stretch, or bad)<\/li>\n\n\n\n<li>% of customers willing to advocate for your brand<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Log every executive business review (EBR) in narrative format and share back to the wider business<\/li>\n\n\n\n<li>Anyone who interacts with a customer needs to be aware of the customer health<\/li>\n\n\n\n<li>Conduct periodic (quarterly) reviews of (strategic) accounts<\/li>\n\n\n\n<li>CSM sentiment should be a big factor in the customer health score (esp. to capture relationship health)<\/li>\n\n\n\n<li>Create a data point for &#8216;growth potential&#8217;<\/li>\n\n\n\n<li>Use maturity assessment benchmarking as an overall roadmap to guide engagement model, EBRs, etc. <\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-22-tactics-for-a-strong-cco-cmo-relationship\">Episode 22: Tactics for a Strong CCO &amp; CMO Relationship<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>CS is the best source of case studies and reference customers<\/li>\n\n\n\n<li>Create a post-sale customer community that includes Marketing assets<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-23-how-to-build-a-customer-advocacy-program\">Episode 23: How to Build a Customer Advocacy Program<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Include a CRM field for whether or not the customer will be a reference. Update this every time you have an EBR (as long as the customer is not at-risk)<\/li>\n\n\n\n<li>Track % of customers willing to be an advocate as a KPI<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-24-finance-feedback-for-ccos-from-blend-lever-usertesting-and-higherlogic\">Episode 24: Finance Feedback for CCOs (From Blend, Lever, UserTesting, and HigherLogic)<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Invest in support to ensure rapid service ticket response times<\/li>\n\n\n\n<li>Track renewals in cohort &#8211; at least first year vs. tenured renewal<\/li>\n\n\n\n<li>The cost to retain is very cross-functional: product, customer marketing, CS, Finance (billing experience), etc.<\/li>\n\n\n\n<li>2 of the 4 CFOs said &#8216;The jury is still out on the value of Gainsight.&#8217;<\/li>\n\n\n\n<li>Assessing CSM performance:\n<ul class=\"wp-block-list\">\n<li>Commercial: Net retention<\/li>\n\n\n\n<li>Non-Commercial: NPS; CSAT<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-25-coach-your-csms-to-facilitate-engaging-meetings\">Episode 25: Coach Your CSMs to Facilitate Engaging Meetings<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Talk less, listen more (while engaging your curiosity)<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-26-3-ways-to-strengthen-your-relationship-with-product\">Episode 26: 3 Ways to Strengthen Your Relationship With Product<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Ensure the CPO and CCO meet for at least 30 mins every week<\/li>\n\n\n\n<li>Align metrics between CPOs and CCOs (ex: monthly active users)<\/li>\n\n\n\n<li>Make sure insights from your voice-of-customer channels are flowing to both CS &amp; Product<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-27-these-5-coaching-methods-will-build-a-consultative-mindset-with-csms\">Episode 27: These 5 Coaching Methods Will Build a Consultative Mindset with CSMs<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">(no key highlights)<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-28-cs-ops-the-force-multiplier-role\">Episode 28: CS Ops &#8211; The Force Multiplier Role<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>CS Ops should report to the CS leader<\/li>\n\n\n\n<li>2<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-29-risk-forecasting-should-be-in-your-dna\">Episode 29: Risk Forecasting Should Be In Your DNA<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Risk forecasting is determining which accounts are likely to churn and then committing to a plan ensure customers get the value they anticipated.  <\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-30-3-essential-questions-to-ask-before-buying-software\">Episode 30: 3 Essential Questions to Ask Before Buying Software<\/h2>\n\n\n\n<ol class=\"wp-block-list\">\n<li>How will it make the customer experience better?<\/li>\n\n\n\n<li>How will it make our CSMs more productive?<\/li>\n\n\n\n<li>Does it give the CS leader the data s\/he need?<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-31-bring-customers-into-the-heart-of-your-business-literally\">Episode 31: Bring Customers Into The Heart of Your Business, Literally<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Ensure CS has a clear purpose that everyone can repeat verbatim<\/li>\n\n\n\n<li>Regularly (ex: every 6 weeks) bring customers in to speak to your CS (and sales and product) organization. In addition to other questions, ask &#8220;What will it take for your to stay with us long term?&#8221;<\/li>\n\n\n\n<li>A customer-centric organization does not necessarily do everything customers want. Rather, a customer centric organization listens to customs and applies a customer lens to decisions.<\/li>\n\n\n\n<li>During pre-sales, the main job of CS is to help win deals faster. Though rare, CS should raise an alarm during pre-sale if they know a prospect will not achieve the value they are seeking.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-32-the-low-touch-model-maturity-scale\">Episode 32: The Low-Touch Model Maturity Scale<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/blog.nuffsaid.com\/low-touch-customer-engagement-model-guide\" target=\"_blank\" rel=\"noreferrer noopener\">See this for more detail<\/a><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The modern CS coverage model:\n<ul class=\"wp-block-list\">\n<li>Enterprise Accounts: Strategic CSMs with one to few accounts each (in rare instances one might have multiple CSMs on an account)<\/li>\n\n\n\n<li>Mid-Market Account: Dedicated CSMs typically with many accounts.<\/li>\n\n\n\n<li>SMB: Low-touch or tech-touch<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Phases of the low-touch maturity:\n<ul class=\"wp-block-list\">\n<li>Phase 1 &#8211; Dedicated CSMs:  Every customer gets a named CSM. The CSM is generally reactive and covers ~50 accounts. Limited use of technology.<\/li>\n\n\n\n<li>Phase 2:  Content, support systems, and technology in place with human intervention for selected proactive campaigns &amp; reactive plays.<\/li>\n\n\n\n<li>Phase 3: Digitally led customer experience that drives adoption &amp; engagement. <\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Roles for building a low touch team:\n<ul class=\"wp-block-list\">\n<li> Operations: Build systems &amp; processes for the CS team<\/li>\n\n\n\n<li>Advocate: Addresses problems with product adoption and other risk triggers<\/li>\n\n\n\n<li>Content: Educates different types &amp; stages<\/li>\n\n\n\n<li>Programs &amp; Enablement: Deploys campaigns to drive adoption<\/li>\n\n\n\n<li>Upsell &amp; cross sell: Deploys campaigns to upsell &amp; cross sell.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-33-a-customer-advisory-board-plan-that-works\">Episode 33: A Customer Advisory Board Plan That Works<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Know your goal (ex: engage &amp; collect feedback)<\/li>\n\n\n\n<li>Think programmatically<\/li>\n\n\n\n<li>Share your vision for your product and for the industry<\/li>\n\n\n\n<li>Gather holistic CX needs and close-the-loop<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-34-why-it-s-not-if-csms-should-own-renewals-it-s-when\">Episode 34: Why It&#8217;s Not &#8220;If&#8221; CSMs Should Own Renewals, It&#8217;s &#8220;When&#8221;<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>CSMs should own renewals when\n<ul class=\"wp-block-list\">\n<li>The effort to get clients to value is low <\/li>\n\n\n\n<li>The product has great UI\/UX<\/li>\n\n\n\n<li>There is limited change management, <\/li>\n\n\n\n<li>Original sales cycle (and renewal) was short &amp; simple<\/li>\n\n\n\n<li>Drivers for upsell are &#8216;more of the same&#8217;  (ex: add on module or more users)<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Even if sales owns renewals, CSMs should still be tied to revenue (often a team goal for net retention)<\/li>\n\n\n\n<li>CSMs should forecast churn (and held accountable to it)<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-35-career-lessons-from-15-years-in-tech\">Episode 35: Career Lessons from 15 Years in Tech<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Ask for what you want<\/li>\n\n\n\n<li>&#8216;No&#8217; just means &#8216;not right now&#8217;<\/li>\n\n\n\n<li>Say yes to new opportunities that are presented to you esp. when you are not sure you can do it<\/li>\n\n\n\n<li>Dedicate yourself to mastering your craft<\/li>\n\n\n\n<li>Don&#8217;t be afraid to take a step back to take two steps forward<\/li>\n\n\n\n<li>Don&#8217;t compromise your values for a job or company &#8211; it&#8217;s never worth it<\/li>\n\n\n\n<li>Understand what your manager&#8217;s boss needs and help them achieve their goals<\/li>\n\n\n\n<li>Focus on identifying the most important problems in the business regardless of your role<\/li>\n\n\n\n<li>Seek out mentorship moments (learn from everyone around you)<\/li>\n\n\n\n<li>Your company does not care about you (even though the people do)<\/li>\n\n\n\n<li>You are the only one who can take control of your career<\/li>\n\n\n\n<li>Seek promotions based on impact not effort<\/li>\n\n\n\n<li>Achievement for achievement sake is unsatisfying compared to lifting up the people around you<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-36-de-risking-account-transitions\">Episode 36: De-Risking Account Transitions<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Coach your team to have empathy for the customer<\/li>\n\n\n\n<li>Be direct with your customer. Why this is happening, what is happening, and when it will happen <\/li>\n\n\n\n<li>Don&#8217;t make the customer do work in the transition<\/li>\n\n\n\n<li>Strive have a short overlap (1 or 2 weeks) between the old &amp; new owner<\/li>\n\n\n\n<li>The new owner should deliver a quick win<\/li>\n\n\n\n<li>The CS Leader should check in with each customer before, during, and after <\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-37-why-your-nps-might-be-higher-in-the-u-s\">Episode 37: Why Your NPS Might Be Higher in the U.S.<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>European clients may not know what the &#8220;customer success&#8221; means is since it is less common. They are more familiar with &#8220;business consultant.&#8221;<\/li>\n\n\n\n<li>NPS scores are lower across the board in Europe<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-38-a-360-degree-growth-and-maintenance-plan-for-your-low-tier-customers\">Episode 38: A 360-Degree Growth and Maintenance Plan for Your Low-Tier Customers<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">(no key highlights)<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-39-coach-csms-on-how-to-communicate-fires-internally\">Episode 39: Coach CSMs on How to Communicate &#8220;Fires&#8221; Internally<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>CSMs should meet regularly with Support, Implementation, Product, etc. and be coached to be comfortable communicating when a customer is having a major issue.<\/li>\n\n\n\n<li>The more urgent the escalation, the <em>shorter<\/em> the notification<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-40-build-vs-buy-you-need-to-lay-a-foundation-for-cs-first\">Episode 40: Build vs Buy? You Need to Lay a Foundation for CS First<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Identify your needs. Select a third-party platform that serves most of your needs <em>and<\/em> be prepared to supplement with internal development.<\/li>\n\n\n\n<li>Startups should generally tilt toward buy since engineering dollars are better used on your core product. <\/li>\n\n\n\n<li>To custom build a CS solution, expect that it will take 1 to 2 years to develop, pilot, and scale.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-41-don-t-just-throw-together-a-digitally-led-engagement-model-panel-discussion\">Episode 41: Don&#8217;t Just Throw Together a Digitally-Led Engagement Model (Panel Discussion)<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>If you pile too many accounts on CSMs, they will only be able to be reactive<\/li>\n\n\n\n<li>If you need to move an account from high-touch, dedicated to a low-touch, pooled\/velocity model,\n<ul class=\"wp-block-list\">\n<li>Take into account their historical support needs, current health, and renewal timing (strive to move <em>at\/after<\/em> renewal).<\/li>\n\n\n\n<li>Communicate transparently and personally (not via email!)<\/li>\n\n\n\n<li>If genuine, position it as better service esp. if you have invested in educational content &amp; systems (ex: LMS; AI support tool) available 24\/7\/365.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Selected KPIs:\n<ul class=\"wp-block-list\">\n<li>Lagging: Gross &amp; net retention; expansion pipeline<\/li>\n\n\n\n<li>Leading: license utilization; feature adoption; CS plans and risk mitigation plans<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Align CSMs to segments when the customer behavior, lingo, and use cases vary.<\/li>\n\n\n\n<li>Have a dedicated renewal team. The renewal team should (need only) engage CSMs when churn risk is high.<\/li>\n\n\n\n<li>The CSM\/ARR ratio should be lower when: (historically, it was $2M to $3M per CSM)\n<ul class=\"wp-block-list\">\n<li>ARR is high and\/or there is large upsell potential<\/li>\n\n\n\n<li>Limited number of users per account<\/li>\n\n\n\n<li>Your solution is complex (or rapidly evolving)<\/li>\n\n\n\n<li>CSMs also have commercial responsibility<\/li>\n\n\n\n<li>Your tools &amp; processes are less mature<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Capture whether customers prefer digital vs. human touch<\/li>\n\n\n\n<li>Customers who engage with support (within reason) renew at higher rates than those who are silent<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-42-interview-csms-like-intercom\">Episode 42: Interview CSMs Like Intercom<\/h2>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Take home test with:\n<ul class=\"wp-block-list\">\n<li>Questions with written answer (to assess writing &amp; thinking ability)<\/li>\n\n\n\n<li>Question with video response: How would you describe (our company) to someone with no technical knowledge?&#8221; (looking for energy\/passion in general and for the role\/company as well as for verbal communication ability)<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Screening call with recruiter<\/li>\n\n\n\n<li>Screening call with hiring manager (to answer questions and sell the company to the candidate)<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-43-how-digital-customer-engagement-works-at-zendesk\">Episode 43: How Digital Customer Engagement Works at Zendesk<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Tech-touch can benefit all customers<\/li>\n\n\n\n<li>Even with a tech-touch program, pull humans in when customers are at risk &#8211; not engaging, not successfully implemented, etc.<\/li>\n\n\n\n<li>Traditional coverage:\n<ul class=\"wp-block-list\">\n<li>High-touch: 1 to 5<\/li>\n\n\n\n<li>Medium: 1 to 20<\/li>\n\n\n\n<li>Low: 20 to 50<\/li>\n\n\n\n<li>Tech: 50 to several 100<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>As an alternative to traditional coverage, you can have dynamic coverage where CSMs get shorter-term account assignments to engage healthy (to upsell) or at-risk accounts with human-centric plays<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-44-how-customer-success-becomes-equal-to-product-sales-and-marketing\">Episode 44: How Customer Success Becomes Equal to Product, Sales, and Marketing<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Being able to correlate engagement with retention is critical to showing you add value<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-45-does-your-success-team-have-an-innovation-and-intelligence-role\">Episode 45: Does Your Success Team Have an &#8220;Innovation and Intelligence&#8221; Role?<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Set an outside-in rather than inside-out time to first value metric<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-46-how-vmware-sets-up-listening-posts-for-customer-sentiment\">Episode 46: How VMWare Sets Up Listening Posts for Customer Sentiment<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Gather feedback at each key moment that matters. <\/li>\n\n\n\n<li>To collect feedback, meet customers where they are at. This may happen via email, in app, text, etc.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-47-debate-part-1-is-ownership-a-last-century-concept\">Episode 47: Debate Part 1 &#8211; Is &#8220;Ownership&#8221; a Last-Century Concept?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"> (no key takeaways) <\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-48-debate-part-2-does-assigning-ownership-create-division\">Episode 48: Debate Part 2 &#8211; Does Assigning Ownership Create Division?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">(no key takeaways)<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-49-treat-onboarding-like-a-product-and-other-advice-for-working-with-high-volume-smb-customers\">Episode 49: &#8220;Treat Onboarding Like a Product&#8221; and Other Advice for Working with High Volume SMB Customers<\/h2>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Make every touchpoint count<\/li>\n\n\n\n<li>Success must start early (to prevent churn down the road)<\/li>\n\n\n\n<li>Create best practice onboarding path(s)<\/li>\n\n\n\n<li>Specialize CSMs to become functional experts <\/li>\n\n\n\n<li>Invest in systems<\/li>\n\n\n\n<li>Create customer communities<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-50-breaking-down-the-risk-escalation-process\">Episode 50: Breaking Down the Risk Escalation Process<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Start by defining specific risks, levels of risk, and categories of risk<\/li>\n\n\n\n<li>Document the processes that lead to solving the risk<\/li>\n\n\n\n<li>Categories\n<ul class=\"wp-block-list\">\n<li>Product issues (incl. bugs; product-market fit)<\/li>\n\n\n\n<li>CX (ex: pricing terms; contract terms; NPS)<\/li>\n\n\n\n<li>Customer stakeholders (decision makers; power users; key admins)<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Create risk escalation teams to offload CSMs <\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-51-why-csms-must-act-like-psychologists\">Episode 51: Why CSMs Must Act Like Psychologists<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Emotion is a key component of assessing risk<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-52-6-ingredients-csms-need-to-mix-into-every-customer-relationship\">Episode 52: 6 Ingredients CSMs Need to Mix Into Every Customer Relationship<\/h2>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Personalization<\/li>\n\n\n\n<li>Integrity<\/li>\n\n\n\n<li>(Exceeding) Expectations<\/li>\n\n\n\n<li>Empathy<\/li>\n\n\n\n<li>Time to Value<\/li>\n\n\n\n<li>Responsibility<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-53-if-your-risk-assessment-doesn-t-look-at-personas-within-accounts-it-s-not-accurate\">Episode 53: If Your Risk Assessment Doesn&#8217;t Look at Personas Within Accounts, It&#8217;s Not Accurate<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>For people in each key profile, codify:\n<ul class=\"wp-block-list\">\n<li>Relationship Strength: None; Weak; OK; strong<\/li>\n\n\n\n<li>Sentiment: Negative; Neutral; Positive<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>The entire idea of account health is to be proactive<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-54-moving-from-a-career-in-sales-to-cs-listen-to-this-vp-s-advice\">Episode 54: Moving From a Career in Sales to CS? Listen to this VP&#8217;s Advice<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The money is better in sales but the stress level is much higher too<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-55-why-ccos-of-the-future-may-have-a-background-in-product\">Episode 55: Why CCOs of the Future May Have a Background in Product<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>CS needs to spend more time celebrating wins<\/li>\n\n\n\n<li>As in-app tools increasingly help deliver customer success, product chops will become more critical<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-56-step-1-of-growing-your-executive-influence\">Episode 56: Step 1 of Growing Your Executive Influence<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Be the leader\/team who is most able to help others get things done<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-57-how-we-drive-advocacy-through-customer-marketing\">Episode 57: How We Drive Advocacy Through Customer Marketing<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>4 steps to drive advocacy:\n<ol class=\"wp-block-list\">\n<li>Run live customer events (ex: monthly fire-side chats)<\/li>\n\n\n\n<li>Record customer stories on video and in writing<\/li>\n\n\n\n<li>Measure team on # of stories produced<\/li>\n\n\n\n<li>Share the stories internally with employees and externally with other customers<\/li>\n<\/ol>\n<\/li>\n\n\n\n<li>Customers always want to hear how other customers are using your solution<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-58-how-outreach-reduces-ttv-with-customer-education\">Episode 58: How Outreach Reduces TTV With Customer Education<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">(no key takeaways)<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-59-defining-the-ideal-customer-profile-the-cs-leader-s-guide\">Episode 59: Defining the Ideal Customer Profile &#8211; The CS Leader&#8217;s Guide<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">(no key takeaways)<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-60-the-new-school-system-of-customer-segmentation\">Episode 60: The New School System of Customer Segmentation<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>In addition to segmenting on ARR and health scores, segment on adoption and maturity<\/li>\n\n\n\n<li>Health scoring components:\n<ul class=\"wp-block-list\">\n<li>Engagement (includes NPS)<\/li>\n\n\n\n<li>Technology Health (ex: uptime)<\/li>\n\n\n\n<li>Operational Execution (ex: support tickets)<\/li>\n\n\n\n<li>Adoption: Quantity &amp; quality of usage<\/li>\n\n\n\n<li>Outcomes<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Maturity can be applied at the account level or the individual user level. <\/li>\n\n\n\n<li>Unless the customer is not using, usage in and of it self may not be that predictive of retention<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-61-how-salesforce-monetizes-customer-success\">Episode 61: How Salesforce Monetizes Customer Success<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Salesforce customers are supported by:\n<ul class=\"wp-block-list\">\n<li>Account Manager<\/li>\n\n\n\n<li>Renewal Manager<\/li>\n\n\n\n<li>CSM<\/li>\n\n\n\n<li>Sales Engineer<\/li>\n\n\n\n<li>AEs who get pulled in to upsell additional products<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Ways to &#8216;monetize&#8217; CS\n<ul class=\"wp-block-list\">\n<li>Higher level of support (incl. expert coaching sessions delivered as 4 meeting engagement)<\/li>\n\n\n\n<li>Incentives for influencing cross-sell &amp; upsell <\/li>\n\n\n\n<li>Incentives for influencing Professional Services<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>There is a big shift to aligning with customer value via the customer&#8217;s KPIs<\/li>\n\n\n\n<li>If customers are not attending your annual conference (ex: Dreamforce for Salesforce), that is a red flag<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-62-how-cs-teams-can-help-support-orgs-be-more-proactive\">Episode 62: How CS Teams Can Help Support Orgs Be More Proactive<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Support handles technical issues\/success; CS handles business issues\/success<\/li>\n\n\n\n<li>Support at its best is also proactive!  This is well reflected in the Technical Account Manager (TAM) role which are critical for complex, specialized platforms<\/li>\n\n\n\n<li>Support and CS much share customer information<\/li>\n\n\n\n<li>The most likely trend is that support &amp; success become a single CX organization<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-63-ccos-need-these-skills-to-become-coo\">Episode 63: CCOs Need These Skills to Become COO<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Create a track record of solving cross-functional problems that matter to your CEO<\/li>\n\n\n\n<li>Be a data-driven decision maker (by leveraging smart analysts)<\/li>\n\n\n\n<li>The best CS leaders recognize that churn is an organization wide responsibility. To that end, they focus on ensuring the right decisions are made at the executive level.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-64-a-hiring-philosophy-from-klue-s-vp-of-cs\">Episode 64: A Hiring Philosophy from Klue&#8217;s VP of CS<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The guest was previously at Vista Equity Partners where the philosophy is to hire a limited number of senior experts plus lots of entry-level people with the runway to grow into bigger roles over the next 3-4 years. (HPEL = high potential entry level)<\/li>\n\n\n\n<li>Traits\/characteristics:\n<ul class=\"wp-block-list\">\n<li>History of progression<\/li>\n\n\n\n<li>LIke to break away from status quo<\/li>\n\n\n\n<li>Studied something different than what was expected of them<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Become known as a talent factory for people<\/li>\n\n\n\n<li>If a direct report of yours fails in their role, then you either mishired or your failed to coach<\/li>\n\n\n\n<li>Host: Wonderlic is a good assessment of people who are able to learn quickly.<\/li>\n\n\n\n<li>Interview question for CS: Please give me an example of something you have done to help someone else on one of your team?<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-65-how-to-measure-voc-at-the-speed-of-relevance\">Episode 65: How to Measure VoC at the Speed of Relevance<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>NPS needs context so that you learn how to delight repeatably.<\/li>\n\n\n\n<li>Social Promoter Score: Did you recommend us? To whom? For what purpose?<\/li>\n\n\n\n<li>Let milestones dictate when you meet with customers (rather than strict periodic, ex. quarterly, times)<\/li>\n\n\n\n<li>Support is a treasure trove of customer insights. Excerpt and share parts of calls and share with executives and associates.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-66-how-to-use-health-scores-and-usage-data-to-increase-customer-retention\">Episode 66: How to Use Health Scores and Usage Data to Increase Customer Retention<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Every company should have two health scores:\n<ul class=\"wp-block-list\">\n<li>Proactive: Value delivered (either measured directly or via a periodic maturity assessment)<\/li>\n\n\n\n<li>Reactive: Risk encountered<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>In guest&#8217;s study, they did not find that <em>having<\/em> a health score did not correlate with churn.  (JD: This is different than whether or not health scores are not predictive of churn).<\/li>\n\n\n\n<li>Too many health scores are based on what is available rather than what is actually correlated with retention. <\/li>\n\n\n\n<li>Health scores tend to over-index on usage.  Engagement &amp; relationships are good. Value delivered is under-represented esp since it is hard to measure.<\/li>\n\n\n\n<li>The job of the CSM is to proactively take the client through a journey to realize the value they are seeking.  Create a playbook with best-in-class milestones.<\/li>\n\n\n\n<li>Maturity assessments are generally more valuable for CSMs than health scores.<\/li>\n\n\n\n<li>If you cannot measure outcomes, at least measure the number of (value-centric) use cases.<\/li>\n\n\n\n<li>Ways to engage customers: Benchmarking; customer advisory boards; EBR\/QBRs<\/li>\n\n\n\n<li>A better way to track usage:\n<ul class=\"wp-block-list\">\n<li>Differentiating features<\/li>\n\n\n\n<li>Sticky features (esp. integrations, automation rules)<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Ask your team for their (qualitative) understanding of what tends to lead to churn. Common examples:\n<ul class=\"wp-block-list\">\n<li>Request to review contract<\/li>\n\n\n\n<li>Multiple outages in a short period of time<\/li>\n\n\n\n<li>Support tickets that took too long to resolve<\/li>\n\n\n\n<li>M&amp;A<\/li>\n\n\n\n<li>Executive churn<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>For businesses with low ARR, it makes sense to have a retention\/recovery SWAT team.  For businesses with higher ARR, the CSM should already be the most trust person to address risk.  <\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-67-3-tactics-for-accelerating-your-career-from-gainsight-s-cco\">Episode 67: 3 Tactics for Accelerating Your Career From Gainsight&#8217;s CCO<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Build relationships outside of CS<\/li>\n\n\n\n<li>Level up your sales &amp; finance skills<\/li>\n\n\n\n<li>Define, manage, and report regularly on your metrics<\/li>\n\n\n\n<li>Bias for action: Build operating rhythms and optimize processes. <\/li>\n\n\n\n<li>Go out and proactively solve the most important cross-functional problems for the company (esp: CS + Product)<\/li>\n\n\n\n<li>Adaptability\/Calm-under-fire <\/li>\n\n\n\n<li>Build great culture\/followership<\/li>\n\n\n\n<li>Focus on investor success, customer success, and employee success<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-68-asana-s-kalina-bryant-on-why-a-culture-of-connection-and-empathy-is-key-to-successful-customer-advocacy-in-a-hybrid-world\">Episode 68: Asana&#8217;s Kalina Bryant on Why a Culture of Connection and Empathy is Key to Successful Customer Advocacy in a Hybrid World<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Advocacy exists to give customers a voice with executives and with the customers&#8217; peers<\/li>\n\n\n\n<li>Advocacy programs:\n<ul class=\"wp-block-list\">\n<li>Executive briefings<\/li>\n\n\n\n<li>Customer roundtables\n<ul class=\"wp-block-list\">\n<li>Centered around truly valuable study results<\/li>\n\n\n\n<li>Ensure group of true peers<\/li>\n\n\n\n<li>Send wine the day before (to ensure virtual attendance)<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>1:1 Peer Connections<\/li>\n\n\n\n<li>Executive Dinners<\/li>\n\n\n\n<li>Fireside chats (with mega-execs)<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Executive sponsorship programs are more geared for sales<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-69-how-to-get-budget-for-a-cx-initiative\">Episode 69: How to Get Budget for a CX Initiative<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>4 reasons: sell more (with supporting metrics); save money (with supporting metrics); fits mission; prove new initiative will not negatively impact or create conflict with another team<\/li>\n\n\n\n<li>Our most important metric is time to resolution<\/li>\n\n\n\n<li>Pick something to measure &amp; improve and go do it<\/li>\n\n\n\n<li>NPS is useful as a lagging measure and must be paired with knowing &amp; improving those things that increase net retention<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-70-3-great-things-that-happen-when-cs-owns-sales-engineering\">Episode 70: 3 Great Things That Happen When CS Owns Sales Engineering<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>End-to-end CCO should be responsible for:\n<ul class=\"wp-block-list\">\n<li>Sales Engineering<\/li>\n\n\n\n<li>Professional Services (incl. implementation)<\/li>\n\n\n\n<li>Customer Support<\/li>\n\n\n\n<li>Customer Success<\/li>\n\n\n\n<li>Customer Operations<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Sales engineers should have a component of compensation tied to post-sale (esp. time to value)<\/li>\n\n\n\n<li>&#8220;I have yet to see CS have the ability to actually fire a customer.&#8221;<\/li>\n\n\n\n<li>If you sell a technical product, no deal should ever close without the participation of professional services.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-71-engineering-customer-value-led-growth\">Episode 71: Engineering Customer Value-Led-Growth<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Engineer the journey clients go through to achieve the value they are seeking. Set a clear goal and a clear path to achieve the goal.<\/li>\n\n\n\n<li>Every executive in the company should have their compensation (at least in part) tied to net retention <\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-72-two-tactics-to-level-up-your-voc-program\">Episode 72: Two Tactics to Level-Up Your VoC Program<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>2 Tactics:\n<ul class=\"wp-block-list\">\n<li>Capture audio &amp; video of customers telling their actual stories<\/li>\n\n\n\n<li>Make that information searchable across the entire company<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-73-scaling-here-s-how-to-get-ahead-of-a-declining-customer-experience\">Episode 73: Scaling? Here&#8217;s How to Get Ahead of a Declining Customer Experience<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>4 things you can do to improve CX as you scale:\n<ul class=\"wp-block-list\">\n<li>Capture how each of your customers define value<\/li>\n\n\n\n<li>Set up a VoC program<\/li>\n\n\n\n<li>Track the right data to confirm customers are getting value<\/li>\n\n\n\n<li>Proactively review the customer journey as it is happening<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>If you CS team is almost purely reactive that is a clear red-flag that CX is on the decline<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-74-the-core-themes-of-customer-led-growth\">Episode 74: The Core Themes of Customer-Led Growth<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>CLG companies measure themselves on what the customer is achieving<\/li>\n\n\n\n<li>Customers increasingly prefer self-service for most\/all of their needs<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-75-why-cs-has-the-best-opportunity-to-hire-retain-and-promote-more-black-leaders\">Episode 75: Why CS Has the Best Opportunity to Hire, Retain, and Promote More Black Leaders<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Create an inclusive environment\n<ul class=\"wp-block-list\">\n<li>Make sure team members can safely voice concerns<\/li>\n\n\n\n<li>Create ERGs<\/li>\n\n\n\n<li>Educate your entire team about micro-aggressions, etc. <\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Recruit &amp; hire differently\n<ul class=\"wp-block-list\">\n<li>Review the hiring pipeline<\/li>\n\n\n\n<li>Take more time to hire since minorities need time to confirm the environment is inclusive<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Recruit, hire, &amp; promote black associates\n<ul class=\"wp-block-list\">\n<li>Have specific goals for recruiting not a general &#8220;diversity&#8221; goal<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-76-how-cs-ops-works-at-linkedin\">Episode 76: How CS Ops Works at LinkedIn<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>LI&#8217;s CS Ops reports into a centralized Ops team rather than directly to CS<\/li>\n\n\n\n<li>Benefits of being part of a centralized ops team:\n<ul class=\"wp-block-list\">\n<li>Broader picture &amp; influence across the company<\/li>\n\n\n\n<li>Arms-length relationship makes pushing back more acceptable<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Sub-groups\n<ul class=\"wp-block-list\">\n<li>Regional by line-of-business<\/li>\n\n\n\n<li>Specialized roles: BI &amp; Systems; strategic planning<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Strategic parts of the role:\n<ul class=\"wp-block-list\">\n<li>Holding CSMs accountable (processes, metrics, compensation, etc.)<\/li>\n\n\n\n<li>Product roll-outs<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Trust comes from consistency over time.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-77-how-to-break-into-cs-ops-with-gainsight-s-seth-wylie\">Episode 77: How to Break Into CS Ops With Gainsight&#8217;s Seth Wylie<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>It is easier to get into CS Ops at the company you are already at; start by volunteering for projects<\/li>\n\n\n\n<li>System thinking involves:\n<ul class=\"wp-block-list\">\n<li>Seeing problems as symptoms of a bigger issue<\/li>\n\n\n\n<li>Considering the holistic impact of solutions across the business<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Have strong opinions (esp. about things you have experience with) lightly held.  Also be open to new ideas.<\/li>\n\n\n\n<li>Ops people have a tendency to lean either in the direction of strategy or execution.  Each type has value in different contexts.<\/li>\n\n\n\n<li>CS motions must be documented in playbooks<\/li>\n\n\n\n<li>4 areas people add value in CS Ops:\n<ul class=\"wp-block-list\">\n<li>Systems\/tools skills<\/li>\n\n\n\n<li>Data &amp; analytics (spreadsheets &amp; SQL)<\/li>\n\n\n\n<li>Enablement (esp. if you have done role)<\/li>\n\n\n\n<li>Programmatic marketing &amp; content creation<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Career development\n<ul class=\"wp-block-list\">\n<li>More technical<\/li>\n\n\n\n<li>More strategic<\/li>\n\n\n\n<li>People leadership (incl. governance)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-78-signs-your-cs-team-is-operating-like-a-cost-center-not-a-profit-center\">Episode 78: Signs your CS Team is Operating Like a Cost Center, Not a Profit Center<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">(no key highlights)<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-79-why-customer-onboarding-should-never-really-end\">Episode 79: Why Customer Onboarding Should Never Really End<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Treat the entire customer journey as an opportunity to onboard (esp. new features, new users, new stakeholders)<\/li>\n\n\n\n<li>Discover common needs from your high-touch customers<\/li>\n\n\n\n<li>Take what you learn from high-touch customers and apply small chunks to low-touch customers (ex: help center assets, webinars, etc.)<\/li>\n\n\n\n<li>High touch can be low value; low touch can be high value.<\/li>\n\n\n\n<li>Set a goal to get 100% of users onboarded (via their desired channel, in-app, on-demand, group, or 1:1).<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-80-gitlab-s-jeff-beaumont-on-how-cs-ops-drives-net-retention\">Episode 80: GitLab&#8217;s Jeff Beaumont on How CS Ops Drives Net Retention<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Measuring CS ops effectiveness:\n<ul class=\"wp-block-list\">\n<li>KPI accuracy (digital engagement &amp; product usage; health scoring)<\/li>\n\n\n\n<li>Special project to fix inefficiencies (ex: activity capture tool for solution architects using Troops.ai)<\/li>\n\n\n\n<li>Giving leaders visibility on problems\/opportunities they are not aware of<\/li>\n\n\n\n<li>Helping leaders free up time (esp. time spent on data analytics) <\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Maintain a visible, stack-ranked priority list that all leaders can see so they understand focus &amp; trade-offs<\/li>\n\n\n\n<li>Field Operations at GitLab serves: sales, channels\/partners\/alliances, cs and includes enablement, operations, and strategy\/analytics<\/li>\n\n\n\n<li>Preferably, CS Ops people should have been CSMs<\/li>\n\n\n\n<li>The main benefit of centralized CS ops is alignment with sales (and marketing) as well as sharing ops best practices &amp; expertise<\/li>\n\n\n\n<li>Measure:\n<ul class=\"wp-block-list\">\n<li>Gross retention &amp; net retention<\/li>\n\n\n\n<li>CSAT<\/li>\n\n\n\n<li>Involvement in case studies and customer-advisory-board<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Three ways to be more strategic:\n<ul class=\"wp-block-list\">\n<li>Be a trusted, unbiased advisor<\/li>\n\n\n\n<li>Be a planner<\/li>\n\n\n\n<li>Add insight on top of analytics (be diagnostic and prescriptive)<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Update leaders on analytics &amp; insights weekly<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-81-use-high-touch-strategies-to-inform-your-digitally-led-model\">Episode 81: Use High-Touch Strategies to Inform Your Digitally-Led Model<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Take the most effective high-touch programs and figure out how to automate them<\/li>\n\n\n\n<li>Upsell &amp; cross-sell should still be a top-focus even in low-touch channels<\/li>\n\n\n\n<li>Tech-touch programs are overwhelming customers with dashboards &amp; emails; instead break playbooks into actionable steps<\/li>\n\n\n\n<li>Sometimes overall health might look stable but it is simply that the rise in one factor is masking a drop in another factor<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-82-for-gainsight-s-lane-hold-digital-cs-is-a-strategy-not-a-segment\">Episode 82: For Gainsight&#8217;s Lane Hold, Digital CS Is a Strategy, Not a Segment<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Digitally-led strategies apply equally to low-touch and high-touch customer segments<\/li>\n\n\n\n<li>Digitally led programs\n<ul class=\"wp-block-list\">\n<li>New user experience at first login<\/li>\n\n\n\n<li>EBR (might deliver directly to customer or prep for CSM)<\/li>\n\n\n\n<li>Expansion: When customer is at 95% utilization, trigger message (direct to customer or to CSM)<\/li>\n\n\n\n<li>Personalized track &amp; session recommendations for conferences <\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Listen for triggers (usage drops; press releases; leadership changes; M&amp;A; etc.)<\/li>\n\n\n\n<li>CSMs are naturally protective of their customers. <\/li>\n\n\n\n<li>Use in-app guidance to lighten CS load; good example is UI changes<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-83-the-future-of-digital-cs-just-take-a-look-at-brian-lafaille-s-program\">Episode 83: The Future of Digital CS? Just Take a Look at Brian LaFaille&#8217;s Program [*]<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/podcasts.apple.com\/us\/podcast\/the-future-of-digital-cs-just-take-a-look\/id1534364794?i=1000550002858\" target=\"_blank\" rel=\"noopener\" title=\"\">Apple<\/a>; <a href=\"https:\/\/open.spotify.com\/episode\/7xulnHF6WgfNBrBWrhpGEM?si=hHIc3k0KT5a0pIQPNWPcFg\" target=\"_blank\" rel=\"noopener\" title=\"\">Spotify<\/a>; <a href=\"https:\/\/www.listennotes.com\/podcasts\/theysaid-real\/the-future-of-digital-cs-3p_FWQ7m5u9\/\" target=\"_blank\" rel=\"noopener\" title=\"\">Listen Notes<\/a>  [<a href=\"https:\/\/sellingsherpa.com\/wp-content\/uploads\/2026\/01\/FutureOfDigitalDS.mp3\" target=\"_blank\" rel=\"noopener nofollow\" title=\"\">mp3<\/a>]<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Named CSMs focus on the top 3% of strategic accounts. Each high-touch CSM focuses on only 3-4 accounts. Everyone else is in a pooled model.<\/li>\n\n\n\n<li>Move accounts to new CS segments as they renew<\/li>\n\n\n\n<li>For the pooled segment, CSMs work on 18-24 short-burst engagements, each lasting 7, 15, 21, or 30 days. <\/li>\n\n\n\n<li>Be as transparent as possible, &#8220;Hey, I&#8217;m going to be with you for 7 days. I really want to make sure we accomplish x, y, and z. Here are the resources I&#8217;m going to use to do so. When can we meet?&#8221;<\/li>\n\n\n\n<li>Touch-points are either\n<ul class=\"wp-block-list\">\n<li>Time-based<\/li>\n\n\n\n<li>Trigger-based: Ex. &#8220;Hey, I noticed you are not using our mobile application. We have an upcoming webinar about how to use Looker&#8217;s mobile app so that your employees can access dashboards on the go. Would that be of interest to you?&#8221;<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Channels: Email, webinars, in-app &amp;  guided journeys by persona using (via Pendo).<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"episode-84-tips-for-launching-a-digital-cs-strategy-with-elisabeth-courland\">Episode 84: Tips for Launching a Digital CS Strategy with Elisabeth Courland<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Make sure your emails are worth reading<\/li>\n\n\n\n<li>Ask, &#8220;We promised to deliver x value to you. Have you achieved this objective?&#8221; Remove all the rest of the unnecessary surveys.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Episode 1: Creating Feedback Loops Between Success, Product, and Marketing Episode 2: The Challenger Concept for Customer Success Episode 3: Four Points of Friction Between Sales and Success Episode 4: Creating a Relationship Coverage Strategy Three parts (see nuffsaid blog post here) Episode 5: CS Needs to Play a Bigger Role in the Feature Request [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1621,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_import_markdown_pro_load_document_selector":0,"_import_markdown_pro_submit_text_textarea":"","_monsterinsights_skip_tracking":false,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":false,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[1],"tags":[],"class_list":["post-1620","post","type-post","status-publish","format-standard","has-post-thumbnail","category-uncategorized","entry"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 5.0.4 - aioseo.com -->\n\t<meta name=\"description\" content=\"Episode 1: Creating Feedback Loops Between Success, Product, and MarketingEpisode 2: The Challenger Concept for Customer SuccessEpisode 3: Four Points of Friction Between Sales and SuccessEpisode 4: Creating a Relationship Coverage StrategyEpisode 5: CS Needs to Play a Bigger Role in the Feature Request ProcessEpisode 6: Get the CFO to See CS as a Revenue\" \/>\n\t<meta name=\"robots\" content=\"max-image-preview:large\" \/>\n\t<meta name=\"author\" content=\"Jeremey Donovan\"\/>\n\t<link rel=\"canonical\" href=\"https:\/\/sellingsherpa.com\/index.php\/2021\/12\/26\/podcast-takeaways-nuffsaid-real-strategies-for-customer-success\/\" \/>\n\t\t<meta name=\"generator\" content=\"All in One SEO (AIOSEO) 5.0.4\" \/>\n\t\t<meta property=\"og:locale\" content=\"en_US\" \/>\n\t\t<meta property=\"og:site_name\" content=\"SellingSherpa - B2B Sales Best Practices\" \/>\n\t\t<meta property=\"og:type\" content=\"article\" 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