Customer Success-driven Growth Overview

Hello, my name is Lincoln Murphy I’m excited to be presenting at

@LincolnMurphy

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Expand Internally

Advocate Externally @lincolnmurphy

Make your CUSTOMERS

powerful!

They’ll make YOU�

powerful!

HOW will they make you powerful?

Stay longer

Buy More

Expand Internally

Advocate Externally @lincolnmurphy

Customers Making You Powerful Impacts

Company VALUATION

Revenue x Multiplier = Value Company Valuat ion Calculat ion

Revenue x Multiplier = Value o There’s

more!

Company Valuat ion Calculat ion

Revenue x Multiplier = Value o Customer Lifetime Value (LTV)o Customer Acquisition Cost (CAC)o Net Revenue Retention (NRR)o  Total Addressable Marketo  Talent Acquisition

o There’s more!

@lincolnmurphy

Company Valuat ion Calculat ion

How do you make your customers POWERFUL?

By making them SUCCESSFUL

Desired Outcome Customer Success is when customers achieve their

interactions through with your companytheir

“”-  Lincoln Murphy

@lincolnmurphy

Customer Success is NOT…•  Just a Department•  Customer Support•  Account

Management•  Happiness or

Delight

•  Churn Mitigation•  Saving Customers•  “Checking in" with

customers•  Customer hand

holding @lincolnmurphy

Customer Success is a GROWTH

ENGINE

Customer SUCCESS-

driven Growth

As customers SUCCEED and

EVOLVE…

…their relationship�with us should �

EVOLVE and GROW

RENEWAL & EXPANSION are part

of the Customer’s SUCCESS

Year 1

100%

Customer Lifetime Value

@lincolnmurphy

Year 1 Year 2 Year 3 Year 4 Year 5

80%

20%

Customer Lifetime Value

@lincolnmurphy

Year 1 Year 2 Year 3 Year 4 Year 5

> 95%

< 5%

Customer Lifetime Value

@lincolnmurphy

Customer Lifetime Value

Year 1 Year 2 Year 3 Year 4 Year 5

> 98%

< 2%Year 6

@lincolnmurphy

Resource Allocation

Year 1 Year 2 Year 3 Year 4 Year 5

< 2%

> 98%Year 6

@lincolnmurphy

Customer Success Management is the process of moving the customer toward their ever-evolving Desired Outcome.

“

” -  Lincoln Murphy @lincolnmurphy

Customer Success Management…

• Segmentation• Orchestration•  Intervention•  Instrumentation• Operationalization

Customer SuccessManagement

@lincolnmurphy

Enrichment

Grow BECAUSE of your effort, not IN SPITE of it

Desired Outcome Customer Success is when customers achieve their

interactions through with your companytheir

“”-  Lincoln Murphy

@lincolnmurphy

Interactions Start�

EARLY

“The seeds !of churn are !planted early” !– Lincoln Murphy!@lincolnmurphy!

Avoid�BAD FIT

Customers

Who Feels the ACUTE Pain of Bad-fit Customers?

•  Sales•  Implementation•  Product•  Marketing

•  Support•  Account

Management•  Customer Success

Management•  Your Customer!

@lincolnmurphy

Acquire customers with

SUCCESS POTENTIAL

Technical Fit

Functional Fit

Competence Fit

Experience Fit

Cultural Fit

@lincolnmurphy

Desired Outcome Customer Success is when customers achieve their

interactions through with your companytheir

“”-  Lincoln Murphy

@lincolnmurphy

RequiredOutcome

AppropriateExperience

Desired Outcome

WHAT your customer needs to achieve

HOW they need to achieve it@lincolnmurphy

CustomerCharacteris9cs

Method

Customer(segment)

Desired Outcome

@lincolnmurphy

RequiredOutcome

AppropriateExperience

AirTravel

Desired Outcome – Air Travel

@lincolnmurphy

PointAèBSafely&Quickly

Needtowork,no9metoeat

AirTravel

Desired Outcome – Air Travel

@lincolnmurphy

PointAèBSafely&Quickly

Assignedsea9ng,WiFi,Foodservice,legroom

BusinessTraveler

Savemoney,enjoy

des9na9on

AirTravel

Desired Outcome – Air Travel

@lincolnmurphy

PointAèBSafely&Quickly

Cheapfares,snacks&drinks

FamilyGoingonVaca9on

COVERAGE LEVELS and RESOURCES are

determined by DESIRED OUTCOME

DESIRED OUTCOME is the key to SCALING

Customer Success

@lincolnmurphy

Churn is the SYMPTOM of an Underlying Disease

Without Customer Success•  Stagnating Customers•  Customer Churn•  Revenue Churn•  Reputation Suffers•  TAM shrinks

•  Sales Friction Increases•  Sales Cycles Extend•  CAC Increases•  Talent Acquisition

Suffers•  Company Value Drops

@lincolnmurphy

With Customer Success•  Expanding Customers•  Net Revenue Retention•  Great Reputation•  TAM Increases•  Sales Friction

Decreases

•  Sales Cycles Shorten•  CAC Efficiency•  Talent Acquisition

Improves•  Company Value

INCREASES

@lincolnmurphy

When your CUSTOMERS

Succeed...

YOU Succeed!

Thank You!@lincolnmurphy�lincoln@lincolnmurphy.com

Awesome! Thanks for your attention.Learn more about me at http://sixteenventures.com

And contact me via lincoln@lincolnmurphy.com

@LincolnMurphy

Customer Success-driven Growth Overview