The most successful Enterprise SaaS companies know that growing revenue only through new customer acquisition is the less efficient way to scale. Rather, they understand that growing revenue within your existing customer base - through up-sells, cross-sells, and expanded use - is the most profitable way to scale.
In fact, Enterprise SaaS companies that grow revenue - and company valuation - by expanding revenue within their existing customer base also know the key to making this work is to focus on - and operationalize - Customer Success.
This presentation - How to Hire and Compensate Your Customer Success Management Team - is from Pulse 2014, the biggest Customer Success industry event ever and included panelists from BllueJeans Network, Zendesk, Demandbase, SAP
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How to Hire and Compensate the CSM Team
1. How to Hire and
Compensate the CSM Team
Carrie Oakes
BlueJeans Network
David Lieberman
Demandbase
Marcus Bragg
Zendesk
Omid Razavi
SAP
2. Carrie Oakes
Blue Jeans
Blue Jeans Network is a private cloud based company headquartered in
Mountain View, California. Our mission is to make video communications as
easy and pervasive as audio communications, enabling more effective
collaboration at work, at home, and on the road. Our cloud-based
conferencing service makes this possible by enabling customers to connect
with each other seamlessly any time, anywhere, and from practically any
device.
Sr. Director Customer Success
3. Blue Jeans CSM Team
F750
30-40 Accounts
•3 CSMs
•1 CSE
Enterprise/EDU
70-80 Accounts
•6 CSMs
Commercial
120-150 Accounts
•8 CSMs
Community
250 Accounts
•2 Community
Managers
• Managing 1900 customers
• Working on scaling the team
– Implementing a Channel CSM certification program
– Alerts and automation
– Community
4. General CSM Profile
• Strong personality
• Customer facing roles
• Tech savvy
• Not video shy
• Strong organizational skills
5. BlueJeans CSM Profile
Fortune 750 & Enterprise
• 5+ years experience in high profile
customer facing role
• Consulting background plus
• Farmer personality
Commercial
• 2-3 years in a customer facing role ,
plus if focused on IT
• Action-oriented with strong initiative
& follow through
• Farmer personality
SMB
• Community Manager
• Social personality
• Excellent content skills
• College graduate or 1-2 years in
customer facing role
MBO
• Growth in portfolio
• 10% customers – Specific Plan to
expand to LOBs
• 95% retention rate ARR
• 90% Pilot Conversions
• Implementation of 1 Stickiness
feature in 90% F750 and 75% in
Enterprise
• Account Management
• Responsible for adoption
• High touch marketing into other
LOB
• Pre Sale involvement
• Responsible for adoption
• Quick deployments
• Moderate check-ins
• Installed base marketing
MBO
• Growth in portfolio
• 90% retention rate ARR
• 80% Pilot Conversions
• Implementation of 1 Stickiness
feature in 75% of installed base
• 95% deployment in first 45 days
• Automation of deployment
• Content creation for Community
• Promotion of Community
• Community moderator
• Risk management
• 80% Community adoption
• 75% Community Retention
• Community content creation
6. Hiring Process
• Screening
• Hiring Manager screens over
Blue Jeans
• Interview committee
• 3-4 CSMs
• 1 Sales
• Recruiter
• Role Play
F750 Enterprise SMB
80% salary
20% MBO
80% salary
20% MBO
90% base
10% MBO
$100K-$20K $80K-$16K $60K-$6K
8. WE PARTNER WITH CUSTOMERS IN AN AGILE AND ITERATIVE WAY
Learn Goal
s
Proof-of-
concept
Resource
s
Launch Pla
n
Proces
s
Trainin
g
Love
Benchmar
k
Improv
e
10. CUSTOMER
SUCCESS
TEAMANALYTICS
Measuring and providing value
with data
Customized benchmarking
Reporting best practices
PRODUCT
Product maturity assessments
Best Practices Feedback
Program
Roadmap discussions
CSM
Customer Success Manager
Launch Guidance for enterprise customers
Discovery & technical assistance
Education & best practices programs
Mentor Program for continued Success
CSE
Customer Success Executive
Align to our top customers
Consultative, manage exec-level partnerships
Drive customer engagement via EBRs
Industry Experience: SFDC, Inquira, Right Now,
Brocade
11. Hire rockstars & open
communication with
Sales and Support
Define your Success
methodology
Define your top ‘X’
customer program
Team Alignment
Build
Success
Grow
Success
Evolve
Success
Individual Success
Manager Book of
business & Health
Score
Scale Success
engagements by
segment
Balance business
goals and
professional
development
Individual Success
Goals
Align customer
journey and with
Success goals
Shared Success Goals
Optimize for customer
relationships and trust
Team/Region
customer health-
driven KPI’s and
renewal targets
16. Hiring Top Notch Customer Success Managers
Previous Customer Success experience
Marketing Technology
B2B
Track record of exceeding quantitative performance metrics – sales
Cultural fit
Interview team – internal vetting process
Different people interview for different skills
Debrief at end of day
Strong hire, Hire, Pass
Demandbase Customer Success – What we look for….
21. The goal of Customer Success is to drive
business growth
Premium
Success
Monetized Success Plans are key to
sustained business growth
Customer Success Goals
@orazavi
22. Cloud Customer Journey
Land + Expand + Network Growth Strategies
Expand
Deeper Use
Interact
Community
Crowdsource
Marketplace
1) Land more customers, faster!
2) Expand use, value and footprint!
3) Enable the Network Effect!
Success
(Primary)
Success
(Shared)
Success
(None)
Win! Go Live!
Lead Evaluation
Buy Onboard Deliver
Support/Su
ccess
Renew
Awareness
Outcome
KPIs
Upsell
Cross-sell
CustomerValue
Time @orazavi
23. Business
Strategic –
Business Outcome
CxO
VP Line of Business
Adoption Services
Business Insight &
Outcome
QBR/ABR Advisory20,000+
Application
Application –
Meets needs, easy,
…
Users – Employees,
managers, partners &
contingent workers
Onboarding
E-Learning
Guidance
SS/Auto Provisioning
In-App Support35,000,000 Users
Technology
Technical –
Administration,
Integration,
Architecture,
Security, …
CIO, VP of IT
App/Sys Administrator
IT Ops Mgr
Technical Support,
Admin T & C
Integ Monitored Sup.
Global Operations
15,000+
Customer
Value
Management
Customer Roles Success Services
Renewal
Mgmt
Customer
Success
Management
Customer Success Roles & Objectives
Success By Roles
@orazavi
Persona
24. Hiring & Compensating Customer Success
• Hiring
– Customer and Data Skills (Analysis, Synthesis, Insight, Dialog and Action)
– 3+ Years experience in Sales, Marketing, Support, Services or related
• Compensating
– Team and individual targets for business growth, customer success CSAT/NPS and
practice development (mentoring, innovating & KB contribution)
• Career Tracks
– Management: CSM (S)Manager CS (S)Director CS RVP CS …
– Leadership: Success products, programs & package development Leader
@orazavi
Have you heard these common complaints? Many marketers work hard defending their ability to attract, engage and convert new opportunities for the business. But no one (especially Sales) ever seems to be happy.Most of the time, marketers are missing a key strategic focus…they’re marketing to masses of individuals, looking for anyone to show interest. Using tactics that originated with consumer marketing…We like to call that mass backwardsALSO:In a recent survey of more than 1,150 B2B sales executives only 31 percent of marketing generated leads were considered suitable. -Sales Speaks: Perceptions & Ponderings on Marketing Leads, The Bridge Group and Vorsight
Demandbase offers the only comprehensive set of marketing solutions purpose built for the account-based needs of B2B. Demandbase's B2B Marketing Cloud changes the game. At its core are powerful technologies that combine to help marketers get results:Patented Identification technology that allows marketers to see and target specific companies on their website and across the web Audience Management functionality that organizes and focuses acquisition, retention and growth effortsPerformance Dashboards to help you visualize all your efforts across the funnel and turn analytics into actionable insightProgrammatic B2B Advertising technology for targeting specific companies across multiple channels: display, mobile, social and video, plus retargeting custom-built for B2BMarketing/CRM Connectors that enhance your current marketing technologies and make them work for B2B
The B2B Marketing Cloud includes a comprehensive set of marketing solutions that help you market and sell to other businessesAdvertising Solutions for attracting the target companies and business audiences to your website, with zero waste.Personalization Solutions plug into any CMS, testing tool or plain HTML to allow native website personalization.Conversion Solutionsincrease conversions rates by shortening forms without sacrificing company details that are important to marketing automation programs and customer databases.Demandbase Consulting Services help you get maximum value and performance:Go-Live Services—Get implemented and see value quickly and easilyAccount-Based Marketing Services—Training, assessment or workshops on the best way to combine technology and strategy for optimal B2B resultsPerformance Management Services—Hands-on consulting engagements where we offer our deep technology expertise and B2B marketing best practices from our experience helping hundreds of top-tier customers.
NOTES:SAP has transformed itself into a leading force in the Cloud35M users Most comprehensive Cloud portfolio12M Jam Largest business network – 1.2M, ½ trillion in global commerceLargest cloud implementation – 2.2M subscribersOver€1B run rate#1 in HCM, Procurement, Business Networks, Social Business CollaborationAriba 10x next largest competitorHCM 10 of 10 analyst leaderTRANSITION:This is accomplished by best-in-class applications along People, Customer, Supplier and Money pillars
NOTES:This is accomplished by best-in-class applications along People, Customer, Supplier and Money pillars, plusSAP Jam forsocialcollaborationforemployees, partnersandcustomersAriba Network for B2B Business collaborationprocessautomationandbettercompliance. HANA CloudPlatforma developmentenvironmenttocreateprocessextensionsornewapps.Weknowwecannotcompete on productsandfeaturesalone. As customer experience leaders, we are resetting the types of experienceWewanttodiffrentiatebased on ourcustomers‘ experiencealongeverystepoftheirjourney.TRANSITION:Customer jouerney