Post on 09-Jan-2017
About Me
Mari-Frances Bentvelzen – Senior Director of Client Success
Concur, an SAP company - Travel and expense management platform that allows companies control costs and cash flow associated with expenses, travel and invoices.
Sales and Customer Success Harmony
• Partner vs. Customer
Why is Harmony Important?
• Increase upsell/cross-sell velocity• Decrease churn• Drive customer satisfaction
• Foster a greater sense of teamwork
Where Does It All Go Wrong
• Poor communication from both parties• CSM who lacks initiative in managing his accounts• Sales executive who treats CSM like an admin• Overbearing Sales executive• No clear role responsibility• “Permission” needed to reach out to an account• CSM has no credibility• Internal friction
Evolution
CSM• Renewals• Adoption• Onboarding• Upsell/Cross-sell
Few Customers
100+ Customers
1000+ Customers
10,000 Customers
CSM• Onboarding• Renewals• Adoption
New Business Sales• Upsell/Cross-sell
CSM• Onboarding• Renewals• Adoption• Trusted Advisor
Account Management• Upsell/Cross-sell
CSM• Renewals• Adoption• Trusted Advisor
Client Sales Executives• Upsell/Cross-sell• Executive Contact
Renewals
Successful Customer
Demonstrate Value
Cross Sell/Upsell
Drive Adoption
Defined Roles
Role Clarity
Role Clarity
• Owner of client adoption & utilization “maximizing value” of current solution set• Uncover and suggest new sales opportunities to support Sales goals• Own client retention by pro-actively identifying potential at risk clients• Design retention strategy• Work cross functionally with Service & Support to ensure a positive client experience• Own relationship with program admins or power users
Client Success
• Owner of the Account • Owner of the strategy to sell new services and products• Coordinate resources to assist with a new Sale• Responsible for having “strong” relationships with decision makers• Assist with retention efforts and/or approving client save strategy with CSM
Client Sales Executives
Strategic Planning
Strategic
Mid-‐Market
Small Business
• High Touch• Small Book of Business• 1:1 Ratio
• Medium Touch• Mid-‐Size Book of Business• 1:1 or 1:2 Ratio
• Pooled Environment• Automated• 1 to Many
Understand & agree on how to work together
Review individual territory plans
Communicate weekly priorities – weekly 1:1’s
Divide and conquer
Clear success plan for each account
Building Blocks of Success – Strategic Planning
Data Driven Decisions
Shared Goals
$ Quota
Sale Opportunities
Retention
Activity
Client Sales• Net retention goal• Quarterly retention bonuses or contests • Accounts not being “replaced”
Client Success• Sales Opportunity conversion rate • Sales leads***• Portion of variable on team quota attainment
Results
• Increased employee engagement
• Fostered culture of inclusion
• Reduction in churn
• Increased sales pipeline velocity
• Increased deal conversion of leads sourced by CSM
• Consistent quota achievement by high functioning CSE/CSM teams
Lessons Learned
• Separating Upsell/Cross-sell responsibilities sooner than later• Leadership commitment in shared vision of success & clear expectations• Regular scheduled communication with Sales and CS leaders• Clearly defined roles and responsibilities – reiterate…frequently• Set engagement expectations for your customers early on• Mutually tied goals drive behavior - consistently• Comp/bonus plan equates retention and new sales• It’s a marathon, not a race